Production of 'safe agri produce' cannot be practiced in isolation, nor can it be successful till the challenges of the small farmers in terms of lack of access to knowledge, agricultural inputs, technology and markets remain.
Committed to greater value realisation for the Indian farmer, ITC has adopted a holistic engagement approach in its Agri-operations. From normal Integrated Pest Management approach to grow food safe spices, ITC is moving towards the Integrated Crop Engagement (ICE) approach to enhance 'Farmer Profitability' and produce 'Food Safe Spices' that meet the stringent US & EU specifications.
Some of the initiatives deployed under the ICE model are:
ITC makes a concerted effort to enrich the village ecosystem by creating sustainable livelihoods, empowering rural communities and nourishing the environment. ITC's ICE programme is spread across 30 villages today, covering three major Chilli growing states of Andhra Pradesh, Telangana and Karnataka.