Manit Malhotra, who owns a farm spread over 47 acres at Bambiwala in Jalandhar cantonment and is head of Amrit Punjab self-help group, said, “Agriculture has to be made a business model. We have been given a kisan hut in Red Cross Bhawan at Jalandhar by the district administration to self-market our organic products. Besides farm fresh seasonal vegetables, ‘methi’ (fenugreek) and mushrooms, we offer organic products for direct sale like oat gelled with ‘shakkar’ (powdered jaggery), almond drink, jaggery, green chillies, apple vinegar, eggless and ‘maida’-less biscuits etc,” he said.A farmer from Hoshiarpur Narinder Singh said that farmers from various districts have come under the umbrella of Natural Farming Association, a non-governmental organisation, to self market their organically grown produce.“Organic farming is viable for farmers if the produce is marketed directly. That’s why we have created a group to facilitate self-marketing of different vegetables and products. It will be lighter on the consumers’ pockets too. In Punjab, we have around 500 member farmers. It was Pingalwara Society’s Master Rajbir who encouraged us to go organic,” he said.Another farmer from Phillaur Upkar Singh was excited to talk about the organically grown banana, guava, turmeric, mushrooms in his 4.5 acre farm.