Bhubaneswar, 05 June (H.S.): Emphasising the need to enhance the market value of Odisha’s mangoes, Deputy Chief Minister Kanak Vardhan Singh Deo on Friday called for the creation of a unique brand identity for the state’s mango produce to increase farmers’ income and strengthen agricultural exports.
Speaking at the State-Level Mango Festival held at the Central Horticultural Experiment Station (CHES) in Bhubaneswar, Singh Deo said Odisha possesses immense potential in mango cultivation and branding could help unlock new domestic and international market opportunities for growers.
The festival, jointly organised by the ICAR–Indian Institute of Horticultural Research (IIHR), Bengaluru, and the Directorate of Horticulture, Odisha, showcased the state’s rich mango diversity while promoting sustainable farming practices, biodiversity conservation and climate-resilient horticulture. The event also aimed to raise awareness about the protection of agricultural land under the “Khet Bachao Abhiyan.”
Addressing farmers, researchers and horticulture experts, the Deputy Chief Minister stressed the importance of crop diversification to improve agricultural productivity and farm incomes. He encouraged farmers to move beyond traditional cropping patterns and explore high-value crops such as pulses, oilseeds and fruits like dragon fruit, which have significant commercial and medicinal value.
Singh Deo also highlighted the state government's efforts to expose Odisha’s farmers to successful agricultural models from across the country and appreciated the organisers for creating a platform that facilitates knowledge-sharing between scientists and cultivators.
Among the other speakers, MLA Sidhant Mohapatra underlined the need to strike a balance between increasing agricultural production and protecting the environment. Sachin Jadhav, Commissioner-cum-Secretary, Department of Agriculture and Farmers’ Empowerment (DA&FE), noted that Odisha has more than 2.5 lakh hectares under mango cultivation, reflecting the crop’s importance to the state's horticulture sector.
Director of ICAR-IIHR Prof. Tushar Kanti Behera highlighted the institute’s research initiatives and introduced several high-yielding fruit varieties developed to support farmers and improve productivity.
A major attraction of the festival was an exhibition featuring more than 60 varieties of mangoes, including traditional local landraces, premium cultivars and exotic varieties such as Miyazaki, along with high-yielding Arka hybrids. The exhibition provided an opportunity for farmers to interact directly with scientists on orchard management, pest control and modern cultivation techniques.
Several Farmer Producer Organizations (FPOs) also set up stalls to sell quality mangoes directly to consumers, helping strengthen market linkages and improve returns for growers.
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Hindusthan Samachar / Monalisa Panda
