Rajkot: At a time when concerns over pesticide residues and chemical-intensive agriculture are becoming increasingly common, a modest Sunday market in Junagadh has quietly grown into a symbol of healthier living and stronger community bonds.Junagadh’s weekly natural farming market will complete five years of uninterrupted operation on Aug 15. What began as an initiative to connect natural farmers directly with consumers has evolved into a thriving community built on trust, loyalty and shared concern for health.Held every Sunday at Sardar Baug in the heart of Junagadh, the market offers fresh vegetables, fruits, grains, pulses, edible oils and value-added farm products cultivated through natural farming methods without the use of chemical fertilisers or synthetic pesticides.The initiative was launched on Independence Day in 2021 to encourage chemical-free agriculture, while ensuring consumers have access to safe and reliable food.Unlike conventional markets, the atmosphere here is defined as much by relationships as by transactions. Regular customers often arrive carrying tea for farmers, while farmers reciprocate by serving snacks, especially during the monsoon season. Over the years, these simple gestures have transformed the marketplace into a close-knit community where farmers and consumers know each other by name.Junagadh Agricultural Technology Management Agency (ATMA) project director D G Rathod said the market came up to provide natural farmers with a direct platform to sell vegetables, fruits, grains, pulses and value-added products without intermediaries. The initiative, he said, has steadily gained popularity, with a growing number of consumers visiting the market every week in search of fresh and trustworthy produce.“The response has exceeded expectations. Beyond buying and selling, this market has created a unique bond between farmers and consumers,” Rathod said.The Sunday market has also embraced technology to strengthen this relationship. Farmers and regular customers are connected through WhatsApp groups where growers share a list of available produce before the market day. Customers can browse the list, place advance orders and simply collect their packed purchases on Sunday morning.Regular customer Shyam Charaniya said the arrangement makes shopping convenient, while giving consumers confidence about the quality of food they are buying. He believes incorporating naturally grown vegetables, grains and pulses into daily diets can contribute to better health.Supporting this view, K B Polara, who served as a soil scientist at Junagadh Agricultural University for more than three decades, said excessive dependence on pesticides and contaminated irrigation sources can introduce harmful elements into crops. The wider adoption of natural farming could play an important role in protecting public health.For farmers, the benefits are equally significant.Ramesh Savaliya of Toraniya village, who adopted natural farming in 2019, said selling directly to consumers allows growers to receive better prices, while ensuring people have access to chemical-free food. He said the overwhelming public response often results in farmers selling out their produce within a few hours.Karsan Majethiya from Kankana village in Mangrol echoed the sentiment, saying the direct marketing model eliminates middlemen and provides higher returns to farmers. The encouragement received from customers, he added, has motivated many cultivators to continue natural farming despite its challenges.
