It all began with the hunt for the right kind of dog food. Anoma Raj and Raj Rajagopalan were determined not to feed their dogs biscuits made of chicken bones, feathers and other waste materials.
This also led the U.K.-based couple question the nutritious value of the food they ate. “Our dogs are eating waste. Our children are eating veggies and fruits coated with chemicals,” says Anoma. So the couple spent many days in research labs in the U.K. to develop healthy dog food.
Later they moved to Coimbatore and started a mobile pet grooming service. Their interest in the right kind of food also led them to start Green Box Direct, a door-to-door delivery service of organic vegetables. 
They have a factory at Vedapatti near Coimbatore, in a farm amid trees and hills. This has almost become a weekend retreat, laughs Anoma. “Our kids love to spend time in the farm, riding on tractors. It’s beautiful here in the evenings, with birds and peacocks strutting across the fields.”
Once inside, Raj requests, “Please wash your hands, remove your slippers and wear a cap.” Potatoes, freshly plucked coriander leaves and tomatoes are neatly arranged on tables; kept at a safe distance from each other in order to prevent contamination.
The leaves dance wildly in a gush of air from table fans next to them. They have been bubble washed, using ozonised water. “The bubble wash purifies the veggies by washing away minute impurities. Even organic veggies come with layers of soil and germs, which can not be easily spotted by the human eye. A hand wash is never enough to remove all that,” says Anoma.
Months of research has gone into this venture, says Raj. “We try to reduce any kind of wastage. The vegetables stay for a longer period of time because 80 per cent are stored in a cold storage system, maintained at a temperature of zero to two degrees Celsius. We are constantly trying to keep updated technologically by seeking help from the academic community to get the right nutrient and manure for the vegetables, to maintain quality of taste and to increase the shelf life.”
Through Green Box Direct, Raj and Anoma are helping the ordinary farmer get certified to practise organic farming.
“We are negotiating with officials. The farmers we collaborate with use natural manure likepanchakavyam and neem oil. The professors of Tamil Nadu Agricultural University have helped us to get in touch with a few farmer communities. We work mainly with farmers in Palladam, Ooty and Amaravathi. ”
The farmers in Coimbatore are a close-knit group, observes Raj. “They share their problems with each other and discuss agriculture. We try to completely do away with middle-men. But, we are not 100 per cent free yet. We can help these farmers if the government gives us enough support. We can give them business throughout the year since we have efficient storage systems to preserve the vegetables for a longer period of time. So, during the drought season, they will still have business, even though agriculture is a seasonal occupation.”
Their mission is to make organic vegetables affordable and turn it into a movement so that a day comes when we don’t have to differentiate organic from the regular veggies, says Anoma. “The awareness has to increase. Even now, many customers are hesitant to switch to organic veggies and fruits because of the high price. One cannot totally blame them, as a few stores do hike prices unfairly. But we ensure that the price rise is as minimal as possible. Our average price is just 25-30 per cent higher than that of vegetables in the market.”
They want to bring in an overall lifestyle change and, if the project does well, start branches in other cities. The couple recently ran a campaign called ‘Five-A- Day’ in which they urged the children to include at least five fruits and vegetables in their daily diet. This was based on advice from the WHO, which recommends eating a minimum of 400gm of fruit and vegetables a day. Their next project is to start an organic resort that will serve organic food, and also accept pets.
For details, visit greenboxdirect.in, greenboxdirectblogspot.in.
We can help these farmers if the government gives
us enough support. We can give
them business throughout the year

Source : The Hindu