UOCB’s essential role in the promotion of the Organic Agriculture development is the interface between the organic farmers groups and the markets. The Market cell has a well laid out procedure to develop a buyer’s network to facilitate the markets from the state. The registered buyers are provided services in the form of buyers seller meets, facilitation of rate contracts for the different commodities with the buyers and the federations, support in the supply chain etc.

Brand Promotion :
Up till now organic products from Uttarakhand have been traded directly from the organic producer groups in the village clusters and the buyers brought to them by the UOCB market. Most of the products are in the form of raw commodities and hardly any value addition has been done. In the process the organic commodities from the state have not had the opportunity to be positioned as a brand with a regional or specific identity. Though the UOCB has in the last few years registered the logo of the organization which in its registration document specifies that the logo belongs to all farmers from the state promoted under government support. The logo however is not been used in an optimum manner.
The producer company shall however involve in trade activities like any other company in the market. The company shall position and develop its own brand with Uttarakhand identity also using the UOCB logo.
The activities shall involve with:
create the unique logo
Establish the logo
Publicity and advertisement

Brand which is special:
A brand which has the assemblage of a region and its people is possible when the brand promoters have strong loyalties to the region. The brand needs to have its wholesomeness in all its activities. The actors in the story as well as the story tellers must communicate the common ethos. Even though it’s a business all the way the brand story must not seep out any odor of commercialism where the consumer feels his gesture of redemption (to environment) and philanthropy (contribution to the community) both is being looted. The simple message of nutrition and purity by the grass root and for the grass root has to be expressed in simple and clairvoyant manner. The story that one’s deprivation can be someone else’s grand miracle can also be said in many words but certainly in very precise language. All the above is only possible when the brand owner is the brand itself, this has presently not happened in the story of Organic Uttarakhand.

Saga of the brand
The saga of Uttarakhand agriculture is of courage woven deep into the lives of the bonhomie farmers, their produce delivered out of adversity and nature, creation of God’s own provisions, some soothing magic for the rich undernourished city inhabitants of the world. Fancy packs of these goodies adorn petite boutiques at astonishing prices and while the proud agrarian is introduced in a few lines in the pretty cover of the product the gains to him are not entirely pretty. The maverick buyer has been analysed as an infantile project itself. The buyer is lost in inventing and reinventing oneself to arrive in the market world as a celebrity. Thus to a reader the hero of the story is one big mystery many times misunderstood as the maverick rather than the grass root crusader who many times is the fairer sex crusading into the vagaries of climate and terrain. Not being able to relate to the erratic ways of the maverick the consumer loses loyalty with the product, goodness and all. The brand loses its charm and falls before it could ever arrive.