The Punjab government has embarked upon a new strategic vision plan to transform Milkfed Punjab to a full modern and professional organisation of national level. The plan being finalised with the assistance of Rabo Bank and Nabard will be implemented in the coming two months.
Presiding over a high-level meeting to review the performance of Milkfed, Punjab cooperation minister Capt Kanwaljit Singh said it was high-time to market Verka brand throughout the world as this brand had already carved a niche with quality in fresh milk as well as in various milk products. But in the changing scenario and new market trends, it becomes imperative to lay more emphasis on the promotion of Verka brand and underlined the need to launch an innovative and aggressive advertising policy for this purpose.
Capt Singh directed the MD Milkfed to explore the possibilities of setting up of milk estates on the pattern of industrial estates at common places throughout the state with quality infrastructure as well as animal health care facilities besides ensuring the upgrade of present infrastructure at milk collection centres to turn them in automatic milk collection centres with electro milko testers facilities as it was the back bone of procurement chain of Milkfed.
The cooperation minister announced to hold a one-day field workshop at a commercial dairy farm set up by Milkfed in Ludhiana district next month to discuss and sort out the problems being faced by the dairy farmers.
Expressing satisfaction over the current annual turnover of Milkfed, at Rs 931 crore, Capt Singh hoped it would touch Rs 1,200 crore-mark at the end of current financial year.