Ground report: Four state FPOs secure direct procurement deals with top hotels

In a significant boost for Haryana’s agriculture sector, the state’s Farmer Producer Organisations (FPOs) have joined the growing farm-to-fork movement, forging direct partnerships with premium hotels. Four FPOs from Gurugram, Jhajjar, Sonipat and Yamunanagar have collaborated with leading hospitality chains, including Le Méridien, to supply regional staples and value-added produce.

By entering direct hotel procurement channels, the FPOs have positioned Haryana prominently within India’s emerging farm-to-hospitality supply chain. The Green Squash FPO of Sohna (Gurugram) will supply flour, mustard oil and fresh vegetables, while Jhajjar-based FPO Ziva will provide its specialty spice blends.

Similarly, processed agricultural products such as canned baby corn and sweet corn will be sourced from Sonipat’s Bakipur FPO, while garlic, desi khand, pulses and mustard honey will be procured from Pratap Nagar FPO of Yamunanagar. All four FPOs recently showcased their products at the FPO–Hospitality and Farmers’ Benefit Summit 2025.

“We can compete with any big brand when it comes to quality and authenticity of products. However, just because we are a rural agro FPO, gaining the trust of big hospitality chains is a major concern. The state has so much to offer, but lack of direct procurement by end users leaves farmers wanting,” said a representative of Green Squash, Sohna.

Agriculture Secretary Devesh Chaturvedi said, “Direct partnerships between the hotel industry and farmers are critical for redesigning India’s agricultural value chain. FPO–hotel linkages create a powerful model that boosts farmers’ incomes while enabling hotels to source premium, largely chemical-free ingredients.

“India now hosts nearly forty thousand FPOs, many offering produce that aligns naturally with the hospitality sector’s rising demand for clean, safe and sustainable food. Farmers continue to face an inverted pricing cycle — buying inputs at retail rates but selling produce at wholesale — an imbalance that can be corrected only through direct procurement partnerships with hotels.”

State Agriculture Minister Shyam Singh Rana said, “Agro–hospitality collaborations will be a major milestone and give a significant boost not just to FPOs but also to community and women-led agro-based cottage industries.”

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