National Dairy Development Board has launched a nationwide campaign to support dairy cooperative brands to help farmers facing extreme hardship.
Through the campaign 'FarmersFirst' the NDDB has appealed to consumers, especially those living in the cities to support dairy cooperative brands which are farmer-owned organisations.
"Every time you spend any money on cooperative dairy brands, minimum 75 per cent money goes back to the farmers. A little shift in the choice of products and brands, with the best quality assurance, can make a big difference," an NDDB release issued here said.
Farmers get a lot more relief and support without asking for additional financial support from the government.
This is a nationwide public interest campaign for farmers welfare. The campaign initially is for three month, which can be extended later.
NDDB intends to utilise all kinds of media tool: newspaper print adds, hoardings, video messages through different medium, social networking, posters, banners and leaflets among others for this campaign in the selected cities or towns.
All India Radio is the radio partner for this campaign in the public interest while actor Nana Patekar is the voice of this campaign and in the larger interest of the farmers, he is doing this campaign for free.
Chairman Prasar Bharti Surya Prakash said that there is a great distress in the farming community in recent time and as India's public service broadcaster Prasar Bharti must engage in campaign which seek to alleviate the distress of farmers, the release said.
The campaign to promote dairy cooperative brands by NDDB is an important effort in this direction, he said, adding he was very happy that Prasar Bharti is a part of this effort to reassure the farmers.
Chairman of NDDB T NandaKumar said this campaign is to make consumers aware of the role of farmers in the day-to-day lives and the need to support them.
"This is neither charity nor financial support. This is about a choice, a choice which acknowledges farmer's contribution and enhances his self respect. No extra cost, no additional expenditure, just the thought that our farmers are important for us," he said.
