Sambalpur, Nov. 10: Odisha Fresh, a state government initiative, will set up seven outlets to sell vegetables at reasonable prices in the city.

The outlets will come up at Santi Nagar, Kamilibazar and Govindtola vegetable markets in Sambalpur, Anand Vihar of MCL, PG Chhak and NAC Office Chhak in Burla, and Hirakud town. The bhumi puja for the outlet at Shanti Nagar in the city was performed yesterday.

“Sambalpur MLA Raseswari Panigrahi was present at the bhumi puja. The construction of the platform will begin shortly. After the construction, a pre-fabricated structure will be installed at that place. We hope that the vegetable outlets will become operational within two months,” said the chief executive of the Odisha Rural Development and Marketing Society Raj Gopal Dash, who is also the nodal officer of the Odisha Fresh. He also said 25 such outlets would be set up in Sambalur, Burla and Hirakud.

The brand — Odisha Fresh — is an initiative by the state government in the public-private partnership mode. The outlets will be opened under the vegetable initiative for urban cluster scheme of the Rastriya Krishi Vikash Yojana. It is a central government project. The objective of the project is to encourage vegetable cultivation and help farmers get the right price for their production. Besides, this initiative will also curtail the influence of middlemen.

The outlets will provide fresh vegetables to the consumers. The horticulture department will implement the proposal. Odisha Fresh will be developed along the lines of Udyan Fresh, the online grocery and vegetable market.

“Odisha Agro Export Limited, a private firm, has been entrusted with the responsibility to run the Odisha Fresh vegetable outlets. Farmers’ interest groups have also been formed. One group will consist of 20 farmers. A total of 180 such groups will be formed in Maneswar, Jujomura and Rengali block for the vegetable outlets,” said Dash.

“By the time the vegetables reach the vendors in the city, the price nearly doubles because of the involvement of middlemen. But, the Odisha Fresh initiative will solve the problems of both the farmers and the consumers,” said local resident Abhiram Panigrahi.

“With the opening of these outlets, the consumers will get fresh vegetables in hygienic places at reasonable prices. Besides, it will also help in encouraging the vegetable cultivation in this area. The farmers will also find appropriate price for their labour. The authority should expedite the work and make the vegetable outlets operational as soon as possible,” said Priya Ranjan Purohit, another local resident.