Monday, April 9, 2007

Water power: Kerala woos youth with tender coconut

ENCOURAGED by the rising consumption of the tender coconut water, Coconut Development Board (CDB) is going all out to promote the product as health drink. It is going beyond the message of Payyoli Express PT Usha holding a tender coconut saying “Guess where I find the energy from.” The board has started road shows in Kerala and Chennai to promote tender coconut among youth as a pure health drink containing vitamins and minerals. The promotional activity include a branded vehicle that will go around the city and engage youth and children in playing interactive games like dart, puzzles and quizzes. The campaign started from Thiruvanathapuram and moved on to Kochi. The next destination is Chennai starting from May 23. “Based on the response of the campaign, we will move to other states as well,” says TB Nandakumar, assistant director of CDB. The board aims to increase the tender coconut consumption from the present 15-25% of the total coconut production in the country. The total coconut production in the country is expected to cross the 1,400 crore mark in 2006-07, which will be a new high. “There are several advantages if the tender coconut supply increases. It will stabilise the copra production which will enable farmers to get remunerative prices. It also increases the productivity of coconut tree,” says Mr Nandakumar. The board cites the example of West Bengal which has a vibrant wholesale tender coconut market. Almost 80% of the nuts go as tender coconuts there. The productivity of the trees is also high going over 10,000 per hectare. As compared to this, Kerala, the largest coconut producing state, has a productivity of over 6,000 per hectare. Maddur in Karnataka is another big tender coconut market in the country. Over the last few years, the consumption of tender coconut water has gone up from a mere 5-15 %, helped on the way by the cola controversy.

CATCH ’EM YOUNG
State takes a leaf out of Bengal book to expand its wholesale market
Plans to popularise the commodity as health drink among youths
Total coconut production is expected to cross the 1,400-cr mark in 2006-07
Kerala’s consumption of tender coconut water has gone up from a mere 5-15 %, thanks to cola controversy



Courtesy: EconomicTimes
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