Kodagu district is growing Avocado in 500 ha as a mixed crop in coffee plantations. The avocado was mostly going to metro cities and was mainly consumed by juice shops for milk shake. With the closing of juice shops, there were no takers for avocado which created a distressed situation for many farmers. They were not getting any buyers and the offered rates were very low (20-30 rupees) for good avocado. So ICAR-KVK Gonikoppal decided to intervene and create a marketing channel for the distressed farmers who approached KVK to help them in marketing.

KVK facilitated for collection of about one tonne avocado from distressed farmers, graded it and later it was sent to Bengaluru apartments with the help of people coordinating in Bengaluru. Shri. K.N Jagadeesh from KVK Hirehalli, Shri. Kiran from Bengaluru and Dr, G. Pillai felicitated the sale in different apartments. The produce was sold following all the COVID-19 norms and cleanliness protocols. Farmers got Rs 60 to 70 through this marketing experiment which was roughly 100 to 140 per cent more than the offered market gate prices of 25 to 30.