Saffron Marketing

Safran (Crocus sativus L.) denildiğinde şüphesiz akla ilk gelen dünyanın en pahalı tarım ürünü / baharatı olduğudur. Bu ifadenin doğru olmasından kaynaklı olarak bu kadar kıymetli bir ürüne dünyanın pek çok yerinde ve kültüründe türlü değerler yüklenmesi de normal kabul edilmelidir. Öyle ki Orta Çağ'da safranda hile yapanların idamla cezalandırılmasına değin varacak ölçüde değer görmüştür. Safran, antik çağlardan beri farklı medeniyetlerce kullanılmış, folklordan yeme içme alışkanlıklarına, tekstilden kozmetiğe değin pek çok alanda istifade edilmiştir. Safranın kullanım alanlarının keşfiyle birlikte kültüre alındığı ilk yıllardan günümüze faaliyette çok ciddi bir değişim yaşanmamıştır. Nitekim safran, günümüzde dahi makineli ziraata elvermediği için aşamalarının tamamına yakını kol gücüyle yapılmakta bu da bitkinin pazar değerini artırmaktadır. Asırlardır halk hekimliğinde kullanılan safranın, yapılan çalışmalarla kanser araştırmalarında da umut vadeden sonuçlar ortaya koyması, bitkinin değerini ve de talebini bir kat daha artırmıştır. Günümüzde İran başta olmak üzere Afganistan, Hindistan (Keşmir), İspanya, İtalya, Yunanistan ve Fas gibi belli başlı üreticiler yanı sıra lokal ölçekte üretim yapan birkaç ülkede (Türkiye, İsrail, Cezayir, Fransa gibi) yetiştiricilik söz konusudur. Bu çalışmada ise safran Ziraat Coğrafyası odağında incelenerek tarihsel süreçteki aşamalar, botanik ve zirai özellikler, iktisadi durum ve kullanım alanları yanı sıra sektörel sorunlar ve de coğrafi işaret niteliğindeki safranlar bir bütün olarak incelenmiştir. Bu geniş perspektiften yola çıkarak da çok kıymetli bu tarım ürününe yönelik ulusal ve uluslararası alanda yapılması gerekenler sıralanmıştır.

Kashmir is world famous for the cultivation of rich and quality saffron (Crocus sativus) and is one of the major saffron producing areas of the world. However, there has been decline in the production of saffron over the years and the current study is aims at studying factors which has negative impact on the production and cultivation of saffron (Crocus sativus) in Kashmir. To examine the factors which has negative influence on the declining of saffron industry in Kashmir, the current study used descriptive qualitative research design to answer this research question. The researchers identified the three major saffron producing villages (Dusso, Chandhara and Lethpora) wherein major and experienced 36 saffron growers were selected using purposive sampling technique the data of the growers was retrieved from the records of Revenue and Agriculture Departments. Key-Informant interview schedule was used during the interviews which was developed and validated by two independent experts working in agriculture field. Thematic analysis was carried and colour coding of the statements were done for the themes by the researchers which were reviewed by two supervisors. The findings of the study indicate that there are various factors which are responsible for the declining of the saffron industry in Kashmir. The findings suggest that climate changes, irrigation facilities, marketing, awareness and training about cultivation, availability of unexperienced labour force, illegal construction on saffron land, clandestine of cheap saffron, adulteration, and non-availability of good quality saffron corms were the major factors found in the study responsible for declining of saffron cultivation in Kashmir and the conversion of saffron land into commercial purposes. The study has implication for the future research focusing on the factors and coming up with grower friendly interventions to protect this cash crop from declining.

Kashmiri saffron is facing marketing problems due to its poor quality on account of traditional post-harvest techniques. Technologies are available which can ensure the best quality of Kashmiri saffron, for which it is famous in the world and creation of saffron spice park under national saffron mission is a step forward in this direction. The national
saffron mission is likely to boost the overall saffron production of Kashmir from 15MT to 22MT. (Souvenir Saffron Exporters Brand, 2016). An expansion program in non-traditional areas will further enhance the overall production to about 60MT. Therefore, there is a need to provide the solution to the farmers for the better market which at present is
unorganized. Improving the marketing value chain of saffron with structured marketing channels will definitely increase livelihood security of more than 16000 farm families which are associated with this trade directly or indirectly. The present study is, therefore, an attempt to highlight the problems of marketing of saffron in Kashmir valley so as to
provide remedial measures and benefit the growers as much as possible and encourage their involvement in the saffron value chain.

Crocus is one of the highest priced plant materials on the earth and due to its high cost; it is frequently subjected to adulteration of various types. Owing to the importance of this precious commodity, present study on pharmacognostical analysis and chemical fingerprinting of Crocus sativus L. was undertaken. The stigmas of the plant were collected from two different geographical locations of the Himalayan regions having different ecological, climatic and geographical surroundings and evaluated for their specific characteristics. These samples were designated as sample S-1 and S-2. The organoleptic evaluation revealed a specific dark orange brown colour, characteristic odour and bitter taste of both the samples. Powder drug analysis of samples showed the presence of specific cellular structures, viz. abundant oil globules, helical to spiral xylem vessels, pollen grains, fiber and epidermal cells of style showing papillae structures. The preliminary phytochemical screening of samples revealed that sample S-1 was superior in terms of phytochemicals than the sample S-2. These samples were further evaluated by detailed chemical fingerprinting using HPTLC. Chemical fingerprinting showed the presence of 11 and 8 peaks in S-1 and S-2, respectively corresponding to the different phytochemicals and some peaks resembles the main constituents saffranol and crocin in both the samples. The pharmacognostic, physiochemical and phytochemical parameters evaluated in this study would be useful for identification of this highly prized and commonly adulterated plant used in various pharmaceutical and food preparations.

The study identified the problems and prospects of the saffron industry in the Kashmir valley using Participatory Rural Appraisal (PRA) technique namely Preferential Ranking Technique. Purposive-Stratified-cum-Snowball sampling framework was followed for selecting the respondents of the study. The primary data was collected from 40 respondents in the three saffron growing villages of Pampore namely Letpora, Ledhu and Konibal. Eighteen problems were identified namely adulteration, presence of lengthy marketing channels, low level of education, pathetic water resource management, lack of proper market intelligence, lack of proper grower associations, lack of modern marketing tools, inefficiency of National Saffron Mission, lack of scientific farming and communication gap between growers and agriculture experts cum trainers. The other problems uncovered by the field survey are high cost of labor, high cost of corm, poor or no knowledge about plant safeguard methods and increasing production, lack of extension service of agriculture university (SKUAST-K) and agriculture department of the state, low grower's share in consumers rupee for farm produce, poor coordination among growers in general and intermediaries involved in marketing in particular and lack of employment prospects in the village. Rank Based Quotient (RBQ) was used in order to reveal the significance of problems perceived by the growers and the main informers ranging from 99.75 to 41.25. It was adulteration problem that recorded the highest RBQ value (99.75) followed by inefficiency of National Saffron Mission (98.75), presence of lengthy marketing channels (93.25) and low grower's share in consumer's rupee for farm produce (92.25) respectively. As far as other problems are concerned, they scored low RBQ. On the basis of PRA of the sample villages, the present study argues that the main problems of the saffron industry need to be addressed at national as well as international level. Moreover, National Saffron Mission needs to be revitalized and extension education, that is participatory by letter and spirit, needs to be imparted to saffron growers so that they may improve their livelihood.

Agricultural business commodities which in the past did not have many incentives to chase the exploration for differentiation should develop branding and packaging strategies for establishing a conspicuous and noteworthy position among consumers. With the help of event marketing, we can sponsor events to promote our titles and products to the market. The customers can have an enjoyable experience and at the same time be part of a specific business or brand. As Kashmiri saffron is the best saffron in the world as far as quality is concerned there should be Event Branding in Kashmiri saffron as it is one of the branding tools through which differentiation can be achieved. Through trade fair or exhibitions, live business concerts, conferences, seminars, etc. we can promote and brand our product. But, even then such events should have strong government backing.

In the contemporary times, Saffron market has very uncertain upcoming future. Iran is the major shareholder both in terms of area and production of saffron in the world and the role of Iran with respect to area and production of saffron stands highest in the world (89%). In fact, major saffron production hails from the Middle East and South Asia with a low price, but frequently without certifications, standards and quality control, which is why adulteration in saffron is rampant. Consumer interest in saffron is growing with every passing day specifically in the developed economies of the world, where conspicuous consumption (luxury goods) is high, nevertheless fundamentally paying attention by its wide-ranging attributes which necessitate quality improvements and prevention of adulteration.
Only little more than two- fourth of the saffron sold in Kashmir is genuine, and little less than two-fifth is adulterated. Minute observation of characteristic functional elements is valuable to test the genuineness of saffron, particularly, powdered saffron. Among the analytic and indicative characters is the upper skin of the stigmas with small papillose protuberances and large pollen grains (Ordoudi & Tsimidou, 2004). Molecular tools are the optimal ways to prevent adulteration (Khan et al., 2008). Better infrastructure drives growth and development. Lack of proper infrastructure in the form of processing units and scientific labs to evaluate quality is the major constraint in checking adulteration, implementing quality standards and avoiding price fluctuations in the saffron market.