International Journal of Horticulture, 2018, Vol.8, No.3, 16-28
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Table 6 revealed that
M/S Miracle Tree Life Science
firm is concentrating international markets by sending some
of their products abroad. Among the various products, the Moringa Wunder Mix is exported to Germany and has
received good repute to the firm. One hundred gram of Wunder Mix is priced at Rs 700/ which is equivalent to
$ 10.77. The ingredients used are costly one and is being used for general health and vitality in human. Other
Products like Moringa oil and Moringa leaf tablets are priced at Rs 370 and Rs 360 per unit respectively. In an
interview with the Chief Executive Officer of the firm, he is mostly concentrating on the international markets by
ensuring the quality parameters so that the per unit gain will be handsome and the regional markets are also
concentrated and supplied with low cost materials to fulfil the demand in the local market. Any trading activity to
be carried out without any blemishes, necessarily called for fulfilment of physical, chemical, biological,
biochemical and phytosanitary issues satisfactorily. For that certificates from reputed firms are must and hence
these details are also analyzed and the results are presented in Table 7.
Table 6 Details of Products Traded and their Maximum Retail Price with the Case Firm
SI. No. Details of Moringa Products Traded
Grams /ML per
Unit
Number of Units in
the Box
Maximum Retail Price per
Unit in Rs
01
Mogo Moringa Energy Bites
20
20
150.00 ($ 2.31)
02
Colostrum Moringa Energy Bar
20
20
200.00 ($ 3.08)
03
Moringa Oil (ML)
100
01
370.00 ($ 5.69)
04
Moringa Tea
02
24
210.00 ($ 3.23)
05
Moringa Tablets
500 Mg
120
360.00 ($ 5.54)
06
Moringa Gum Powder
100
01
180.00 ($ 2.77)
07
Moringa Wunder Mix
100
01
700.00 ($ 10.77)
08
Moringa Powder
120
01
140.00 ($ 2.15)
5.2 Registration and quality certification
The case firm chosen for the study has fulfilled the formalities of Registration of the business and obtained
several quality certificates. In this respect, these certificates and their details are analyzed and the results are
presented in Table 7.
Table 7 revealed that the firm is recipient of the following certificates from national and international
organizations for promotion of agribusiness.
(1)
Moringa Powder-
Proximate Analysis Certificate
– This certificate was received by the firm from Indian
Institute of Crop Processing Technology, Government of India, Thanjavur, Tamil Nadu. It had highlighted the
contents and nutritional aspects of Moringa powder which is reflected in the produce packaging.
(2)
Food Safety License –
FSSAI Certificate
: This license was obtained from Tamil Nadu Food Safety and Drug
Administration Department, Madurai and the symbol is reflected in the samples prepared and sent to different
user agencies
(3)
Good Management Practice Certificate
– The certificate of Registration was received from Quality Council of
International Certification, London, United Kingdom. After rigorous checking the quality parameters, the
certificate was issued to the firm by the agency.
(4)
HALAL Certificate
– This certificate is also issued by the Quality Council of International Certification,
London, United Kingdom after checking the use of any unwanted non-vegetarian based resources used in the
produce or not. After the rigorous analysis, the Halal certification was issued to the firm.
(5)
ISO 20002
– Getting the certificate from International Standards Organization has been initiated by the firm.
Shortly, the firm will become the recipient of ISO-20002 certification.
(6)
Organic Verification Certificate
– The produce produced by the firm is organic origin or not has been
monitored by the firm and after through checking through tracenet, International Organic Monitoring Agency
based at Bengaluru has issued the certificate to the firm.
Using the above certificates, the firm is operating in the Regional, National and International markets without any
hassles. The organization is poised to expand their infrastructural and capacity utilization in a big way after
