If there’s one area where the coronavirus pandemic is causing a massive overhaul, it’s in what we eat, where we get our food from, and how food is produced, stored and prepared. There is a growing awareness of the health benefits of a natural and balanced diet that drives the demand for organic and sustainable foods.
The COVID-19 pandemic has led to an increase in demand for organic and sustainable food. The pandemic is raising awareness among consumers about the relationship between nutrition and health. This has led to a resurgence of interest in products that benefit from a “health halo”.
Organic food is considered to be healthier and safer than conventional alternatives.
Due to the increase in the use of smartphones in India, coupled with low cost internet access, access to information on organic food has increased. In addition, e-commerce platforms act as a facilitator to reach potential customers across the country.
The price difference between organic and inorganic foods is insignificant compared to the health benefits of organic foods. Although organic foods can be more expensive, they prevent the unnecessary intake of pesticides and fertilizers. This further reduces the risk of health risks and unnecessary long-term medical expenses.
What’s more, organic isn’t just a word, it’s a lifestyle choice. By definition, organic means without the use of chemicals, flavors, colors and artificial enhancers. The industry is constantly changing, growing and there is a strong need for organic health foods. It requires a strong ecosystem of farmers, farm level aggregators, certification bodies, traders, organic food processors and, of course, wholesale consumers and end users.
As a consumer looking to buy organic products, you have to ask yourself: is the company certified organic? Is it a reputable certification body? Check the organic logos on the back of the pack. More information is available on the APEDA website.
The pandemic has allowed a strong push towards healthy foods, gluten-free foods, organic foods, healthy diets and plant-based cuisine. At the macro level, there is a natural shift from an agrarian, carbohydrate-rich mindset to a service-based mindset driven by millets, protein, dietary fiber, and micronutrients. We are now very interested in what we eat.
Growth of food e-commerce
Another key factor is the rapid growth of food e-commerce. Online food retailing has tripled over the past 18 months. This has made gourmet products more affordable, easily accessible and convenient to use. Not to mention the rise in innovative recipes, home cooking, culinary influencers on social networks.
There is no better time to create a responsible and ethical food brand and be a part of this change. The demand for Indian organic food has not only seen a steady increase in India but is also appreciated on a global platform. Due to the favorable agro-climatic conditions of India and the inherited tradition of organic farming, the quality of organic food exports is very high.
The organic food industry will experience tremendous growth over the next five years. The industry is still naïve, emerging and has enormous potential for growth. This could very well contribute to the country’s economic growth in the longer term.
(Raghav Gupta is the founder of JIWA Foods, a natural food brand)
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Posted on: Friday September 10th, 2021 6:03 PM IST