Farmer Communication Approach is a Winner

India pollination project wins Asia Pacific Excellence Awards

Apr 27, 2017
(Second and third from left) Somang Yang, CropLife Asia, and Ricky Ho, Bayer Crop Science, receiving the Asia Pacific Excellence award during the ceremony

CropLife Asia took home the Asia Pacific Excellence Award in the Non-Governmental Organizations & Associations category for a project showing farmers how pollinator protection and crop protection can go hand-in-hand, for the benefit of all. The yearly awards recognize outstanding achievements of professionals and organizations in the fields of corporate communications and PR.

Through the ‘Madhu Sandesh’ program, farmers in the state of Maharashtra, India were provided rental bee hives to ensure pollination of their crops. CropLife rented the hives through Krishi Vigya Kendra (KVK) and hired and trained staff to look after the apiary and the hives hired out to the farmers.

The KVK beekeeping team organized a kick-off meeting with the farmers and explained the concept. From Bayer’s Crop Science Division, Stewardship Manager, Sushil Desai, was also involved.

The program resulted in improved yield and incomes for farmers but also instilled a holistic understanding of the need to use crop protection products in a manner that protects the environment, ecosystems, and human health. The farmers who benefitted from the program became greater advocates of promoting pollination, protecting the environment and using crop protection products responsibly. As a result, the program continues to enrol more participants as it moves into its second year.

“Madhu Sandesh” has created quite a buzz in Maharashtra because its impact goes beyond an increase in yield and price. “There is a new way of thinking underway,” says Sushil Desai.

Additional information

Watch this video to learn more about the project.

Find out more about the award here.

Back To Top