Millennials are proactively buying organic products

More and more people are becoming mindful about their foodhow is it grown, is it healthy, is it sustainable?  

A few years ago, while working in Morgan Stanley, New York, I had begun to notice a trend in food revival. Chefs and individuals were trying to go back to their traditional cuisine and rediscovering ancient grains," explains Aditi Malik. The 53-year-old had, by then, already started consuming organic food herself. She realized that Indian grains and traditional cuisine could have its own revival movement by making them more relevant to the present day. That was the trigger she needed. With an offer from Conscious Food’s owner, K.M.S. Ahluwalia, Malik decided to switch to a job, which in her own words, “was more meaningful".

One of the first things Malik did after joining as director in 2016, was to launch their online presence. “This made it easier for people to order from us—even in small quantities. Now we have so many followers—people who engage with us daily and on various social media platforms as well," says Malik. The Conscious Food website offers a variety of products from grains to honey, oil to asafoetida, spices to khakhra. A separate section on the website hosts recipes such as pudding made from black rice, amaranth energy bars and jowar daliya tabbouleh. Malik says, “I get excited when people write to us for recipes or for information on how to use a product. For example, someone wrote in to ask if apple cider vinegar should always be diluted. People ask about the difference in honeys—wildflower and harde. We love answering these queries as it demonstrates interest in food and that is our ultimate goal."Read more

Source web page :Live Mint

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