The FarmtoHome shop on University Road, Peshawar. — Dawn
The FarmtoHome shop on University Road, Peshawar. — Dawn

PESHAWAR: The Khyber Pakhtunkhwa agriculture directorate and a private company have jointly opened up a vegetable shop on Peshawar city’s main University Road to give direct access to the local farmers to sell their produce at the outlet at reasonable rates.

FarmtoHome as the name suggests brings in the local produce from farmers and sells it at rates fixed by the local government to the consumers.

This public-private initiative provides fresh vegetables and that, too, at rates lower than those at other vegetable shops.

“I buy vegetables from here that are fresh and save Rs20-30 in each kilogramme, too. It is a great facility. They also deliver it at home if requested,” said Mohammad Shabbir, who himself works in the agriculture directorate and was on his way home with bags full of fresh vegetables.

The government is trying to provide relief to the local vegetable growers by removing the role of the middleman and directly connecting them to the shop that sells their produce on government fixed rates.

Mohammad Imran, supervisor at the FarmtoHome vegetable outlet, said it was the first outlet of its kind in the province and if it became a success, such outlets would be opened up in other districts rich with vegetable and even fruits farms.

“As the name suggests, the purpose of the initiative is to get vegetables from local farms and directly sell the produce to homes (consumers) eliminating the middleman or commissions. It has a good impact on the prices of vegetables. The prices come down with such a move and vegetables are also sold fresh,” he said.

Imran claimed that the vegetables sold at the outlet were organic and of A-Grade but their prices were still lower than those of the vegetables sold on the market.

He said fruits, too, would soon be sold at the outlet.

The stall-like wooden shop looked attractive due to its colourful outlook and fresh vegetables displayed there. It also has home delivery service.

The Hoemtofarm website and mobile app also help consumers have a look at the available vegetables and check their prices every day before ordering their delivery at home.

Published in Dawn, February 29th, 2020



26 Nov 2021

State Bank’s projections

THE macroeconomic projections listed by the State Bank of Pakistan in its annual report on the nation’s economy...
Ad distribution
Updated 26 Nov 2021

Ad distribution

If present govt can muster will to achieve this task it would set a solid precedent that no future govt would find easy to undo.
26 Nov 2021

Messy passengers

NEWS that passengers on a PIA flight from Manchester to Islamabad left so much litter on the plane that it led to a...
Another damaging leak
Updated 25 Nov 2021

Another damaging leak

THE system cannot bear much more without sustaining irreparable damage to its prestige and credibility. That is why...
25 Nov 2021

Where is PDM headed?

ALL talk and no action is a fitting summary of the Pakistan Democratic Movement whose members make plenty of noise...
25 Nov 2021

Rule of the bears

PAKISTAN’S stock market has been in a free fall since the beginning of this week, with the benchmark KSE-100 index...