Livelihood Alternatives (LA), in collaboration with Villamart, successfully facilitated a direct farm-gate procurement initiative to uplift farmer incomes and reduce marketing distress. Under this initiative, fresh vegetables such as Brinjal, Tomatoes (F1 & Indigenous varieties), Bitter Gourd, and Ladyfinger were directly purchased from farmers, eliminating intermediaries and ensuring fair prices.

The vegetables were sourced from farmers associated with Nandighosh LA FED FPCL (Puri Sadar) and Puri Panchasakha FED FPCL (Satyabadi, Puri), ensuring that profits reached the producers directly at their farms.

This partnership demonstrates our commitment to building sustainable market linkages, promoting transparent trade practices, and creating a stress-free marketing environment for our farmers. By working closely with startups like Villamart, we continue to drive meaningful change in the agricultural ecosystem—empowering farmers and bringing smiles to their faces.