In Kerala’s Palakkad, farmers launch ‘Support A Farmer’, an initiative to recoup business

The venture sells farm produce at a fair price, in addition to offering consultancy services for those interested in farming

The pandemic has highlighted farming like never before. Support A Farmer, an initiative by a group of farmers and agriculture enthusiasts in Palakkad, Kerala, is a case in point. The collective sells farm produce and guides those who want to take up farming. Rinoob Bhaskaran, consultant head (Operations), says the venture was born out of his decision to eat and stay healthy. “Although my family has been into farming, I took up a corporate job that saw me travelling across India and abroad. The hectic schedule and unhealthy routine resulted in lifestyle compromises. So I was at home on a break. That was when the first lockdown was announced. It was a turning point,” recalls Rinoob, 42.