C&C Alpha Group’s stunning spa, Ananda in the Himalayas has recently partnered with an ethical brand Mountain Love in a bid to support and empower farmers in Uttarakhand and HP. Ananda, a retreat which has received praise from celebrities, national publications and members of the royal family, will be supporting the ‘Apple Project’ and Mountain Love by supplying their 100% organic apple juice, which actively empowers farmers.
The story behind Mountain Love is truly inspirational, and you can read the full story over on Social Story, here.
Here’s a little background for you:
Take something simple, like an apple, and imagine how many people’s lives that fruit can change. It is hard to imagine all the implications that a juicy little sphere has in economy, finance, society, culture etc. However, issues like farmer economic exploitation by middlemen can be traced directly to the control on the crop. Redefining the rules of ownership and responsibility of the products is possible, and some people have tried to find solutions.
Mr.L.P. Semwal from the NGO Shri Jagdamba Samiti started reflecting upon this some years ago. In 2006 they came up with the idea of using apples, the main cash crop in Uttarakhand and Himachal Pradesh (HP), to start with the aim to fully empower farmers in the value chain.
The Apple Project in 2007 and the brand Mountain Love in 2015. The team now works with 5000 marginal apple growers across 150 villages in three districts of Uttarakhand and HP. Each farmer produces about 300 kg of apples allowing The Apple Project to have a turnover of Rs11 crore in 2014-2015. Their secret lies all in their creative business model which allows farmers to become share owners of the whole production system.