Healthy living: Farmers markets come to Pakistan

Owners of ‘Haryali’ and ‘Khalis Food’ talk about the growing demand of organic food among consumers

LAHORE:

It is interesting to note that Lahore, a city primarily known for refined taste buds, becomes the first in the country to catch up on the international trend of farmers markets. Farmers markets is an interesting platform where the harvester gets to connect directly with the consumer. It saves the hassle of handling, storage and distribution. These markets play a vital role in fostering social ties between the stall owners and visitors. Currently, two well-known farmers markets, Khalis Food market and Haryali market, operate at regular intervals in Lahore.

Speaking to The Express Tribune, Mahrukh Beg, co-owner of Haryali market, revealed that the venture has benefitted society by educating the general population on healthy living. “The vendors are educated; they know their product and can sell it to the buyer effectively. Women have started to work twice as hard just to show their commitment to something they are interested in doing,” said Beg. Sundas Usman, co-owner of Haryali market feels that the consumers are getting more serious about what they eat. “I’ve seen more commitment in what they choose to eat and realise — to be healthy, eat healthy,” said Usman.



Rizwan Naeem, owner of Khalis Food market, agreed that there has been a significant growth in the market when it comes to healthy living. “From personal relations with vendors and an increasing number of associations built through word of mouth, we are proud to be the catalyst for them,” Naeem told The Express Tribune. These have also helped farmers to be precautious about pesticides and artificial fertilizers, A number of them have taken land portions and dedicated it to pesticide and artificial fertilizer-free growth.

Generally, farmers markets aim to promote organic food, but since raising the bar in Pakistan is still challenging, these entrepreneurs have expanded the line of other products. Rizwan said that the market sells perishables (fruits & vegetables), poultry, dairy, grains, value added natural items and homemade foods through small restaurants. Khalis market has had 12 setups so far, six in a year, and has managed to grow attendees from 900 to 6,500. Haryali market also operates six times a year, but both remain closed during summers.

Khalis Food Market is known for fresh herbs, ostrich BBQ, seafood, whereas Haryali market sells organic/gluten free breads and essential oils, among others. PHOTOS: PUBLICITY

Anam Rabbi of Delli Belli is a recent addition to both of the markets. “Both farmers markets prefer people with homemade and organic products but they also like to launch new products like mine through their platform,” said Rabbi. The owners initially check the viability of the product to be sold and then provide a table, two chairs and an electrical point if needed at a nominal rent. The best sellers at the Khalis Food market are fresh herbs, mushrooms, veggies, organically raised chicken, ostrich BBQ, cheese and seafood, whereas those for Haryali market are cheese, dips, organic/gluten free breads and essential oils.

Published in The Express Tribune, June 1^st,  2015.

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