How to proceed?

How to proceed?
Dr.T.P.Sethumadhavan
In India Livestock production is in a state of transition with rapid development in milk production, processing and marketing benefiting rural milk producer and the under privileged urban consumer. Out of 210 million cattle and 75 million buffaloes more than 54% of milk is from buffaloes; which constitute around 33% of livestock population. India is currently the largest milk producing country in the world. With the implementation of GATT agreement livestock production and marketing has to be viewed in a global perspective. Sustained economic growth and rising domestic incomes are driving rapid growth in livestock product demand. Of the total households in rural areas, about 73% own livestock. Income from livestock sector accounts for 15-40% of total farm household incomes. Small and marginal farmers account for 3/4th of this household, raising 56% of bovine population. Dairy sector employs more than eight percent of India’s labor force.

Demand for livestock products in developing countries is predicted to increase by 5 % or more per annum. Meeting this demand will require enormous increases in supply of feeds and other inputs, scaling up of livestock production, processing, distribution and marketing and much improved systems for assuring the quality and safety of livestock products for the consumers. Avian Flu, SARS, Foot and mouth Disease, etc, is influencing the changing patterns of livestock production associated with livestock revolution. How poor can capitalize on this So-called livestock revolution is both an important opportunity and a serious challenge for the global community.

How poor will benefit from the increasing consumption of livestock products will depend on a number of policy, technology and research choices. Market opportunities for the poor can be greatly improved by paying specific attention to social equity and environmental issues that are at present largely ignored. Selective investments in infrastructure, co-operatives, contract farming arrangements and other pro poor market mechanisms. Public support is required for appropriate health and food safety systems that benefit the poor. These changes will require new ways of doing business and strategic research that targets the priority concerns of the poor. There is great potential for increasing the assets, incomes and food safety of the poor from livestock production, marketing and consumption.

While giving emphasis to production, marketing of the livestock products were not given due attention. Scientific breeding, feeding, management and disease control has been given due importance. In order to explore the rural market for livestock products our production strategy need to be market oriented in nature. It should be in tune with local, domestic and international market. Production and branding of traditional livestock products, which fetches good price, should be promoted.

Changes in the extension approach, market forecasting system, value addition, awareness on diseases affecting trade of livestock products, consumer behavior, production of livestock products based on the demographic characteristics of the population, good manufacturing and retail practices, best production practices and implementation of food safety norms, etc need more emphasis. Extension approach should be need based and participatory in nature. It should be an integrated systems approach having problem-solving dimension. Farmers need to be given more awareness on value addition, food safety norms, branding and problems and prospects of marketing including the four cardinals of marketing like product, price, promotion and place.
If the farmer has to sustain and if his products have to find a good market the cost of production has to come down and the quality of the products has to be improved so that it can capture the competitive market. Veterinarians have a significant role to play. The new innovations in technology and marketing should be brought to the farmer’s doorsteps. Techniques that will reduce cost of production and enhance production per animal should be developed and should be viable and sustainable.
Genetic improvement must be achieved at the same time maintaining the genetic diversity. Selection of breeds adaptable to the existing agro-climatic conditions that can thrive on unconventional feeds and fodder should be given priority. Biotechnology tools should be effectively utilized to harvest maximum output with less extensive inputs. The production system that would optimize farmers’ return through judicial use of farm wastes should be developed. Integrated farming with pig, duck, and fish has been shown to be very rewarding. The enhancement of production should be centered on small farmers. Reducing the calving interval and a targeted minimum calving interval should ensure maximum return to the farmer.

Effective utilization of feed and crop residue and other agricultural products should be given paramount importance. Improving the availability of nutrients in feed for the animal using enzymes, growth promoters, use of chelated minerals etc. should be thought of. Feed is an important constraint for livestock production in India and Green fodder and paddy straw are scarce commodities. Effective planning should be made for collection, processing, storage and distribution of paddy straw at the same time enriching its quality. Seasonal surpluses should be exploited and effort should be made for uniform availability throughout the country. Concerted effort should be made to make use of the available land for fodder production. Effective utilization of available crop residues, industrial wastes and unconventional fodder should be made. There is good scope to develop meat industry and its export potential is very good. Livestock for meat should be identified, male animals should be specially reared for meat purpose and veal production should be augmented.
Utmost care should be taken to ensure the quality of the products. We cannot think of export of the dairy or meat products without assuring quality. Strict hygienic measures at the site of production, during transport and storage should be maintained. Quality assurance laboratories should be established for meat, milk, feed and other products.