Bhubaneswar: A group of youngsters from the city have banded together to start a weekly market at Muniguda in Rayagada district and cater to the needs of local consumers for healthy and chemical-free food.

The weekly market - Paribarika Nirapada Khadya Kendra - is based on mutual trust of farmers and consumers. Running every Wednesday, the market in the product of a joint effort by local consumers and farmers with support from Living Farms, an organisation that promotes safe food practices.

"The market is not only a place for transactions between the farmers and the consumers, but a platform where they come together to exchange their ideas regarding ways to develop safe and organic food and fixing fair prices that will not neither burden on the buyer and also ensure profit for the seller," said Jagatbandhu Mahapatra from the organisation.

Campaign coordinator Abhisek Dwivedi: "Prices of different goods are decided mutually by the farmers and the consumers on a monthly basis."

The platform even facilitates tighter personal and social relationship between the buyer and the seller. The market operates on mutual trust - while the farmers will not use chemical pesticides and fertilisers, the consumers need to trust the farmers.

"Consumers and their family members can visit the fields. When there is less product, the consumers will share the product judiciously among themselves," said Dwivedi.

There is no bargaining for any product and the consumers follow a rate chart displayed at the marketplace. However, everybody cannot buy from this market.

"Only those who belong to the consumers' forum can buy products from here. New consumers can be added to the list with prior approval from the farmer-consumer committee," he added.

The group will soon start the model at other districts of the state.