FICCI FLO JKL promotes agro-tourism through strawberry picking initiative

Jammu, Feb 23: FICCI FLO JKL, under the leadership of Chairperson Aarti Chowdhary and her core team, organised an innovative members’ connect programme titled “From Farm to Heart” at Vijaypur Agro Fruits and Vegetables Producers Cooperative Ltd in Block Samba.

The initiative marked the launch of the “Pick Your Own Strawberry” experience, aimed at promoting agro-tourism while directly supporting local farmers.

The programme brought FLO JKL members closer to the farming community by offering them a hands-on experience of harvesting fresh strawberries straight from the fields. Members also purchased the produce they picked, ensuring direct income support to farmers and the Farmers Producer Organisation (FPO).

The initiative reflected FLO JKL’s focus on sustainable empowerment, where engagement with farmers results in tangible economic benefits. By buying farm-fresh produce at the source, members helped strengthen market linkages and encouraged farm-based entrepreneurship. Chairperson Aarti Chowdhary said that FLO JKL remains committed to creating meaningful platforms that connect urban networks with rural enterprises. She noted that agro-tourism can provide farmers with an additional source of income while also raising awareness about local agriculture.

The event was hosted at the Vijaypur FPO, Samba, by Baldev Raj, President of Vijaypur FPO, highlighting FLO JKL’s ongoing collaboration with FPOs and self-help groups. Through initiatives like “From Farm to Heart,” FLO JKL continues to bridge communities while promoting entrepreneurship and grassroots-level economic empowerment.

Members spent the afternoon enjoying fresh produce, sunshine and fellowship, celebrating both the sweetness of strawberries and the spirit of togetherness.