Quality must come before quick returns

Kashmir’s apple economy depends not merely on the volume of fruit reaching markets but, more importantly, on the quality and reputation of that produce. The warning against premature harvesting therefore deserves serious attention from growers, traders and all stakeholders associated with the horticulture sector. The temptation to harvest early after seeing reports of unusually high prices at particular mandis is understandable. Growers face rising input costs and naturally seek the best possible returns. Yet, chasing temporary price signals without considering fruit maturity can prove counterproductive. Under-coloured and immature apples, when sent to markets in large quantities, can weaken demand and eventually trigger a decline in prices. The reported fall of around Rs 300 per box in some markets after an initial price surge illustrates how quickly market sentiment can change when quality suffers. One attractive price at one mandi cannot be treated as a reliable indicator of the entire season. Harvest timing is only one part of the problem. Proper grading and packing are equally important. Mixing inferior apples with better-quality fruit in the same box may mislead buyers initially, but such practices can damage confidence in consignments from the region. Similarly, unsuitable packing material can cause scratches and bruising during transportation, further reducing market value. Kashmir’s apple industry has built its reputation over decades. Protecting that reputation requires growers to think beyond immediate gains. Recommended harvesting schedules should be followed according to variety, while sorting, grading and packing must receive the attention they deserve. At the same time, growers need better access to reliable and timely market information rather than depending on isolated advertisements or individual mandi rates. Extension agencies, growers’ associations and market institutions can play a greater role in providing transparent information on prevailing demand and prices. With productivity reportedly lower in Jammu and Kashmir and Himachal Pradesh this year, sustained demand may provide an opportunity. But that opportunity can be preserved only through quality. In horticulture, patience at harvest can ultimately prove more profitable than haste.