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