To give further boost to cooperative movement in Punjab, Chief Minister Parkash Singh Badal on Wednesday asked Milkfed and Markfed to launch an aggressive marketing campaign to capture sizeable chunk of consumer market not only in India, but also abroad.
Reviewing progress of both leading State cooperatives, Badal asked its managing directors to work out “time-bound action plan” to market their products through launching suitable advertising-cum-marketing campaigns to boost their sales. Badal emphasized the need to focus their attention on retail branding of these products as Verka products like ghee, milk, milk powder, butter, etc have already created a niche for themselves in the nationwide market which could further be widened with concerted efforts.
Elaborating on the prospects, Milkfed MD Alaknanda Dyal maintained that efforts to boost exports have already been intensified and would soon be declared as a star export house by the Central Government — probably the only commercial organization in the state government sector. It was informed that Punjab was the only State in India where Milkfed was procuring milk from dairy farmers at highest price of Rs 36 per litre. “Milkfed has achieved sales turnover of Rs 1,934 crores during 2012-13 and has set targets of Rs 2,300 crores for current financial year and up to October, sales turnover of Rs 1,186 crores have been achieved,” it added.
likewise stupendous efforts were being made to enhance the capacity of existing Milk plants at Mohali, ludhiana and Jalandhar through a World Bank aided program of nearly Rs 43 crore under National Dairy Plan phase-I with the assistance of NDDB.
Chief Minister asked them to procure maize for the production of cattle feed directly from local farmers to motivate them for crop diversification. Badal also asked Milkfed to tie up with educational institutions especially colleges, prestigious schools and jails for the supply of fresh milk which would boost its sales. Chief Minister also approved design of new Verka kiosks with uniform pattern to attract customers as a part of its branding exercise. As many as 28 Verka Milk booths would be opened by Milkfed on the sites identified in different sectors of Mohali for which, MOU has been signed between Milkfed and GMADA.
Markfed MD Karmjeet Singh Sra made a detailed presentation regarding recoverables from the Food Corporation of India under various heads on account of procurement of wheat and paddy for central pool by Markfed. Expressing concern, Badal asked that other state procurement agencies should also update their position of recoverables from the FCI on similar pattern as prepared by Markfed so that matter could be taken up with the Centre at the highest level.