The Vegetable and Fruit Promotion Council Keralam (VFPCK), founded in 2001 as the successor to the Kerala Horticulture Development Programme (KHDP), is a public company under Section 25 of the Indian Companies Act. Its mission is to holistically develop Kerala’s fruit and vegetable sector and enhance farmer livelihoods through coordinated production, marketing, and value-added activities.Reddit+15VFPCK+15Asian Journal of Management+15

🎯 Governance & Structure

• Ownership:

  • Self‑Help Groups (SHGs) of farmers: ~50%

  • Government of Kerala: ~30%

  • Financial institutions: ~20%VFPCK+4VFPCK+4Asian Journal of Management+4

• Governing Board: Chaired by the Agriculture Minister of Kerala, with members including senior government officials, SHG-elected representatives, and national horticulture experts.VFPCK

🚀 Key Objectives

• Empower farmers in sustainable fruit and vegetable production, value addition, and marketing

• Provide support through extension services, credit, insurance, training, and more

• Promote organic farming and ensure consumer access to responsibly grown produceReddit+13VFPCK+13VFPCK+13

🗂️ Core Activities & Services

• Market Information Centre (MIC) gathers daily wholesale and retail prices from 14 Kerala markets and four out-of-state mandis. These reports are shared with farmers, media, and institutions to aid production planning and price transparency.VFPCK+1Reddit+1

• Seed and Biofertilizer Supply: Through units like the Alathur seed plant, VFPCK provides high-quality seeds, tissue culture plants, vermicompost, EM solutions, Panchagavya, and its own branded products to encourage organic cultivation.Reddit+15The Hindu+15VFPCK Online+15

• Organic Certification: Partnering with the National Centre for Organic Farming, VFPCK issues certifications and branding like “Organic Green” to build trust in produce.Asian Journal of Management

• Cut‑Vegetable Units: Facilities in Thiruvananthapuram and other districts produce ready‑to‑cook vegetables. The Kalliyoor unit saw strong success during the pandemic, catering to offices and residents via online orders.The Hindu+1Reddit+1

• Mobile Farmer Markets: Live mobile markets bring fresh produce directly from farmers to urban centers at fair prices, e.g., cucumber, beans, bananas sold at Thiruvananthapuram’s civil station on designated days.The Times of India

🏆 Impact & Recognition

• Has been a key part of Kerala’s agricultural transformation and featured before a Supreme Court committee studying replicable models of agrarian reform. Its holistic framework includes MSP support, organic promotion, insurance, and social welfare schemes for farmers.The Times of India

• During Onam seasons, VFPCK organizes hundreds of special procurement and sale outlets to support both farmers and consumers—a significant intervention in local agricultural marketing.The Hindu

• Consumer engagement: VFPCK’s “Go Organic” mission with outreach through workplaces and online platforms helps maintain accessibility and affordability for urban buyers.Asian Journal of Management

💡 Why VFPCK Matters

• Farmer-Centric: Majority farmer ownership ensures decisions are aligned with agricultural needs and benefits.

• Market Transparency: MIC allows farmers to make informed decisions based on reliable price data.

• Quality & Safety: Organic certification and supply of clean seeds/fertilizers help reduce pesticide dependence.

• Inclusive Economic Growth: From women-staffed cut-vegetable units to mobile markets, VFPCK champions local entrepreneurship and inclusive access.

✅ Summary

VFPCK stands out as a farmer-led government-supported enterprise promoting sustainable horticulture, market fairness, and organic practice across Kerala. It plays a vital role in empowering producers, ensuring food safety, and bridging the gap between farm and table.