The Department of Horticulture (Planning and Marketing), Jammu and Kashmir today organized a Buyer–Seller Meet themed “Connecting Farmers with Markets” here at Government Degree College for Women Kathua. The initiative aimed to strengthen market linkages and promote agri-business partnerships.
The event brought together a diverse range of stakeholders including prominent growers, Farmer Producer Organisations (FPOs), traders, exporters and agri-entrepreneurs. It provided a vibrant platform for direct interaction between buyers and sellers, facilitating better price realisation and transparency in horticulture trade.
The meet featured Business-to-Business (B2B) interactions and knowledge-sharing sessions on key topics including export potential of horticultural produce, adoption of Good Agricultural Practices (GAP) and integration with e-market platforms such as National Agriculture Market.
The department reiterated its commitment towards empowering stakeholders through targeted training, capacity-building programmes and facilitation of market access at national and international levels. The programme enabled direct interaction among farmers, FPOs and institutional buyers, besides traders from Kathua and adjoining districts including Samba, Udhampur, Reasi and Jammu, opening avenues for transparent price negotiations and long-term business opportunities.
Speaking on the occasion, Director Horticulture (Planning and Marketing), Ghulam Jeelani Zargar reiterated the government’s commitment towards developing robust marketing mechanisms to strengthen linkages between growers and buyers and to build an integrated value chain in the horticulture sector.
He highlighted key initiatives under the Holistic Agriculture Development Programme and Jammu and Kashmir Competitiveness Improvement of Agriculture and Allied Sectors Project, envisaging establishment of integrated pack houses, grading and sorting lines and expansion of cold chain infrastructure to reduce post-harvest losses and improve product quality.
Deputy Commissioner Kathua Rajesh Sharma delivered the keynote address, appreciating the department for organizing the first-ever Buyer–Seller Meet in Kathua and emphasizing the importance of strengthening market linkages for the benefit of farmers and horticulture stakeholders.
General Manager DIC Mushtaq Chaudhary and other district officers from agriculture and allied departments were also present on the occasion, besides buyers from outside the Union Territory of Jammu and Kashmir.