In a bid to strengthen cooperative sector in the state, Punjab Chief Minister Parkash Singh Badal today asked the Managing Directors (MDs) of Milkfed and Markfed to launch an aggressive marketing campaign to capture sizeable chunk of consumer market not only in the state but across the country and even abroad. The Chief Minister was reviewing the progress of both the leading state cooperatives which have a perceptible presence in the domestic market as Verka was a household name in the region. Mr. Badal asked the top management of Milkfed and Markfed to work out a time bound action plan to make the marketing of their products through launching suitable advertising cum marketing campaigns to boost their sales enormously. He emphasized the need to focus their attention on retail branding of these products as VERKA products like Ghee, Fresh Milk, Milk Powder, Butter, Lassi, Kheer, Curd, Ice-Cream, Sweets and others have already created a niche for themselves in the nationwide market which could further be widened with concerted efforts.
During a presentation on the prospects of Milkfed, the Chief Minister was apprised that the state's prestigious Milk Cooperative had already intensified efforts to boost its exports and hopefully it would soon be declared as a star export house by the Government of India, probably the only commercial organization in the state government sector. It was informed in the meeting that Punjab was the only state in the country where Milkfed was procuring milk from the dairy farmers at the highest price of Rs. 36 per litre. Milkfed has achieved sales turnover of Rs.1934 Crores during the year 2012-13 and has set targets of Rs.2300 Crores for the current financial year 2013-14 and upto the October, 13 sales turnover of Rs.1186 Crores have been achieved. Likewise stupendous efforts were being made to enhance the capacity of existing Milk plants at Mohali, Ludhiana and Jalandhar through a World Bank aided program of nearly Rs 43 crore under National Dairy Plan phase-1 with the assistance of NDDB. With the massive modernization underway, the existing Milk handling and processing capacity of Mohali plant would be enhanced from three lakh litres to five lakh litres per day.
Meanwhile, the Milkfed has already undertaken upgradation of its Cattle Plants at Ghaniya Ka Bangar in district Gurdaspur and Bhattian near Khanna to enhance the production capacity of cattle feed to the milk producers. The work for expanding the capacity of Cattle Feed Plant Khanna from 200 MT/D to 300 MT/D and Ghania-ke-Bankger from 100 MT/D to 200 MT/D has been entrusted to National Dairy Development Board (NDDB). The Chief Minister categorically asked them to procure Maize for the production of cattle feed directly from the local farmers to motivate them for crop persification. Mr. Badal also asked the Milkfed to tie up with the Educational Institutions especially Colleges, prestigious schools and Jails for the supply of fresh milk, which would not only boost the sales of Milkfed by providing them assured market besides giving quality milk to these consumers. He also asked the MILKFED authorities to take up the matter of opening Verka stalls at Bus Stands, Railway Stations and Hospitals so that untapped potential of milk products could be optimally exploited on one hand and to ensure taste and quality to the consumers on the other.The Chief Minister also approved the design of new Verka kiosks with uniform pattern to attract the customers as part of its branding exercise. As many as 28 Verka Milk booths would be opened by Milkfed on the sites identified in different Sectors of Mohali. In this regard, MOU has been signed between Milkfed and GMADA.
Meanwhile the MD Markfed made a detailed presentation regarding recoverables from FCI under various heads on account of procurement of wheat and paddy for the central pool by Markfed. Expressing concern over this issue, the Chief Minister asked that other State Procurement Agencies should also update their position of recoverables from FCI on the similar pattern as prepared by Markfed so that the matter could be taken up with the GoI at the highest level.Mr. Badal underscored the need to create sufficient scientific storage capacity to minimize storage losses and asked the concerned authorities to review the system so that natural losses or the losses beyond the human control were not unnecessarily put on the employees and at the same time the erring officers/ officials indulging in such malpractices should not go scot free.
Underlining the need to strengthen the underperforming Cooperative Marketing Societies (CMS) in Punjab, the Chief Minister asked to replicate the model of best performing societies like CMS Nakodar and Banga in the state. He said that these societies should be developed as supermarkets selling variety of consumables, eatables, electronics, electrical goods and other household items besides selling regular agriculture inputs like fertilizers, pesticides, insecticides and others. Mr. Badal also asked these CMSs to offer a ready market for the sale of products manufactured by various self Help groups. Prominent amongst those present on the occasion Principal Secretary to the Chief Minister Mr. SK Sandhu, Special Principal Secretary to the Chief Minister Gaggandip Singh Brar, MD Markfed , Dr. Karmjeet Singh Sra, MD Milkfed Mrs. Alaknanda Dyal and Registrar Cooperative Societies Mr. AS Miglani.