Rural producers in India are trapped in a vicious cycle of low-investment, low-yield, and low-income model of milk and produce farming. They lack the supporting infrastructure needed to verify or maintain the quality of their produce, and have no way to reach buyers able to pay market prices on their goods. Instead, intermediaries and inefficiencies rob farmers of 30 to 70 percent of the market value of their produce and dramatically reduce the farmers' ability to reinvest in their own production. At the other end of the spectrum, urban buyers both large and small suffer without a marketplace to connect with rural producers. Without a reliable supply chain in place, they have little choice but to purchase lower quality produce and milk at more volatile market rates.
We believe there is a clear market opportunity for re-organizing the "first mile" of the value chain into a robust rural ecosystem that works for - not against - farmers. By aggregating the rural production base, providing quality inputs, and linking products to premium markets, farmers can significantly increase the income they earn for their efforts.
MYA initially focused exclusively on the upstream end of the value chain, developing and refining the first-mile model in milk procurement to maximize the benefit to farmers. The company built a far-reaching network of community-based Collection Centers and transport trucks to connect village-based milk producers with urban buyers. As wholesale milk operations were increasingly successful, the company moved quickly to replicate that success with produce farmers. Today, we source food items from over 15,000 farmers.
However, for all its initial successes, MYA saw another opportunity to meet the growing urban demand for freshness and responsible sourcing. The company launched a pair of downstream retail brands: Milk Route, a widely available consumer milk product and The Good Chain, a premium retail outlet that connects consumers directly with farm fresh produce and milk from MYA's first-mile supply chain.
To be the most trusted company in Rural Procurement by delivering profits to MYA's shareholders and by creating wealth for rural producers through efficient access to premium markets and transformational increases in the quality and quantity of their produce.
To create robust rural economies, thereby enabling every rural citizen to access everything indispensable for human progress.
The above values reflect the vigour and moral fibre of our company which will help us address the needs of the world's poorest citizens. It's about who we are, what we believe in, where we're headed, how we'll get there. These values will guide us through business cycles.