The farmers of Meghalaya produce some of the finest crops, but due to the lack of communication technology and a proper, stable market, they were not being able to produce to their full potential. The farmers were only producing for their subsistence because there were incentives just enough for that. Then came Ralph Budelman, and his Zizira dream.
It was 10 years since Ralph came to Meghalaya as an entrepreneur when he started Chillibreeze in 2005. After having spent a decade there, Ralph realised that Meghalaya’s farmers needed to cultivate to their fullest potential. Their surplus must not go to waste or be sold to middlemen at low prices. That’s when Zizira was born, with the sole purpose of #makingfarmersfamous. The basic idea was to provide a platform for Meghalayan farmers where they could sell their produce at a fair price directly from the brand. This eliminates any middlemen.
Ralph connected with the farmers from every part of Meghalaya. He didn’t try to replace traditional farming practices of the native farmers, but rather gathered more knowledge about them and developed their farming techniques.
How far do they go for fair practices?
There are farmers working with Zizira who have their fields in the middle of big forests, accessible only by walking. To maintain the quality, pesticides are avoided as much as possible except when there is any case of bug infestation in their fields, which is rare. If the affected area is small, the bugs are also pulled out manually.
For acquiring honey, the tribal families from a bunch of Meghalayan districts work together. They rear their bees in “ksing”, that are wooden logs they make themselves. When the honey is ready, it is collected by using wooden “doa”, which again is handmade. The bee-keepers make sure to keep a share of the honey they produce for the honey-bees as it is their hard-work too. For the combos that you order, Zizira sends them packed in a bamboo basket, handwoven by the artisans of Meghalaya. This promotes sustainability while also promoting local crafts of the tribal communities here.
What do the consumers get?
Zizira processes the raw ingredients from their farmers in-house. The pure produce is handled with the safest practices, starting from the farm to the home of customers. In the 6 years of its existence, the company has launched a number of products while supporting the farmers. Zizira also promotes the indigenous plants of Meghalaya. Currently, the company deals in organic products like Indigenous Turmeric, Indigenous Honey and Honey Infusions, Indigenous Ing Makhir Ginger, a colourful range of spices, and different tea blends from Meghalaya.
The Lakadong turmeric is grown in the Jaintia Hills of Meghalaya. This rhizome with its medicinal qualities is used for a wide range of Zizira products like Dried Slices of turmeric, Turmeric Latte, Wellness Blend etc. Zizira also offers an interesting product line consisting of local honey, available variants include honey infused with Bhut Jolokia, Ginger, Roselle and Turmeric as well. In the simpler version, there is the pure flower Honey too. Zizira’s teas are filled with properties beneficial for your health. Organically grown and carefully curated, the company offers lesser-known teas such as Stinging Nettle and Valerian. The latest addition to the collection is Amla Chewy Candies. The sweetener used is Mawsynram honey, so it proves to be a healthy snack.
The goodness of these organic and natural products remains largely untapped.
Miles to go before we sleep
The farmers of the Zizira family feel that their efforts are valued now and they continue to grow. The team of Zizira has created an environment in which the farmers themselves wish to work. They contact the brand for business, because they feel empowered, and they want the rest of the world to know and taste the goodness of Meghalaya and its indigenous treasures.
