Trichy: Trust is very important when it comes to the organic food business, but organic farmers claim, few traders are making customers fool in the name of organic food. According to the report published in the Time of India, traditional jaggary producers allege that in the market few traders are selling fake organic jaggery, palm sugar in the name of real one. Following this, they have raised the alarm about the sale of the low quality of jaggery as a natural product.

Organic jaggery producers sought strict actions against the one who are selling fake jaggary brands. They claim consuming such jaggery may have a bad effect on the health of consumers. Also, they want authorities to create awareness among people on how to identify organic jaggery.

As Indian festival Pongal and Makar Sankranti is going on, therefore there is a huge demand forit. People are concerns about their health, therefore they go for buying organic jaggery. Thus, traders too started to stock up organic varieties of jaggery (which is called as Vellam in Tamil) and palm sugar (Nattu Sarkkarai) for the festivals.

As customers prefer to use organic products, they have no idea on how to distinguish between genuine organic products and duplicates. Organic farmers claim that availing this opportunity, few traders are leaving no stone unturned to sell sub-standard products and gain profit.

Palm sugar and organic jaggery producer K N Easwarmoorthi from Erode said, “Nowadays ordinary jaggery has 30 to 40 per cent of white sugar, superphosphate and hydrosulphate. From a health perspective, these are hazardous. In a permittable volume for purification purpose, we use sodium bicarbonate and produces sugarcane through the organic way. Instead of buying organic jaggery at a low price, consumers should first have knowledge about identifying the organic jaggery. Which will help them not to in fall prey to traders who sell fake organic products.” 

Easwarmoorthi alleged that usually, consumers purchase ordinary jaggery at high prices as they have not much knowledge about it. It costs retail traders jaggery and palm sugar around Rs 50 per kilogram. But these traders sell them citing as organic products at around Rs 75 per kilogram.

Helpless Easwarmoorthi says as our organic produts are rich and healthy in quality; therefore, it costs high, and we cannot compromise on the rates. Ultimately these all factors lead to a decline in the sales of organic jaggery.

Commenting on selling of fake organic products, a retail trader, said, “There are people who do know the difference between organic and non-organic products. Those who can pay for organic products purchases it. Many compromises with the quality as prices are high of the organic products.” He wants the food safety authorities to take stern action against those who often indulge in selling fake organic products and mislead the consumers. And also the government should run the campaigns to create awareness about organic products.

From a business point of view, if this will continue, then customers may start losing trust in organic products. Therefore it is vital to curb the sale of such fake organic products. If once customer losses the hope, then regaining his or her trust and selling them natural products will be a challenging task for sellers.

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