During my recent visit to Ramechhap district in February, I explored the state of junar (sweet orange, Citrus sinensis) farming. Based on my interaction with stakeholders, including the Ramechhap Chamber of Commerce and Industry, the Prime Minister’s Agriculture Modernisation Project, Project Implementation Unit, Ramechhap, and farmers and an analysis of secondary data, I found that that although junar farming continues to thrive, its potential remains unrealised due to branding issues.

Junar farming in Nepal dates back to the Rana regime. Until the 1970s, junar farming was pursued mainly for personal consumption, but after the realisation of economic benefits, the government promoted its commercial farming under the 6th Five-Year Plan. Ramechhap and Sindhuli districts saw special programmes for junar farming in the early 1980s. Ramechhap was declared a “junar zone” in 2019 (2076 BS) under the Prime Minister's Agriculture Modernisation Project.

Farmers from 49 districts grow junar today, and Ramechhap and Sindhuli continue their legacy as leading producers. This year’s sales are projected at Rs226 million, with production nearly double that of last year. Junar’s price usually fluctuates between Rs50 per kg in-season to over Rs100 off-season.

Challenges in its production

Through my conversations with the farmers, I observed the issues in its production. Pest infestations, primarily Sude Putali (a moth), ravage the crops. Crop insurance has been encouraging farmers, as well as returnee migrants, to involve in farming. Despite these initiatives, traditional practices that yield less output are still prevalent. Inadequate irrigation facilities and manure and pruning practices also hinders production.

Although government schemes are beneficial to a certain extent, their coverage is often less than desired and cannot be sustained over the long run. Farmers lament a shortage of financial services, few training initiatives and poor connectivity to large markets. Likewise, despite great demands for junar, farmers receive unfair prices due to intermediaries and a lack of organised market channels. They are forced to sell their produce at suboptimal prices. This decreases their revenue and discourages them from investing in further farming techniques.

Poor storage (lack of functional cold storage) and transport infrastructure also result in post-harvest losses. Similarly, climate change and erratic weather patterns, i.e., rainfall, drought and hailstorms, hinder junar farming. Frequent dry spells reduce fruit quantity and quality, and excess rain renders the crop vulnerable to fungal diseases. Farmers have no exposure to climate-resilient farming technologies.

Financial hardships during festivals like Dashain and Tihar force poor farmers to harvest their fruits when they are still unripe, affecting fruit quality, customer satisfaction and prices in the long run. Moreover, the migration of young people to Gulf countries for employment has caused a severe lack of manpower for cultivation.

Lastly, most of the small-scale junar farmers cannot obtain financial assistance as they are unable to provide collateral. Additionally, bureaucratic issues and costly loan facilities are hindrances to reaching the optimal junar production potential. Farmers are also unable to invest in better inputs like orchard expansion, irrigation facilities and storage facilities, due to a lack of proper funding. As a result, they are deterred from expanding their farming.

Branding issues

Regardless of its market potential, Ramechhap junar has no distinct market identity. Buyers buy it in the district but resell it under the Sindhuli brand. This is because Sindhuli’s early access to the road networks resulted in market dominance. As such, customers are unaware of the quality of junar in Ramechhap.

Ramechhap has been unable to place its junar as a high-value fruit with medicinal value in the market. Problems with insufficient labelling, grading and geographical indication (GI) certification also dilute its potential market. High-quality junar is not distinguishable from lower-quality ones without sorting and quality control, which impacts price and reputation.

In addition, the consumers are unaware of the health benefits of junar. Vitamin C, potassium and antioxidants in sweet oranges prevent high blood pressure, stroke and kidney stones. Citrus fruits of the Rutaceae family consist of sweet oranges, lemons, limes and more. These have vitamins and flavonoids, which make them nutritionally and medicinally beneficial. Essential oils and peels of citrus are used in food, cosmetics and pharmaceuticals, but they are not effectively marketed. Juice concentrate stored under proper conditions can be retained for six months, providing long-term commercial success.

Rebranding and promotion

Local studies of junar at Sindhuli and Darchula indicate that cooperative marketing can effectively initiate positive change. The fruit juice market is rapidly increasing in the global beverage market; however, most of these juices are highly susceptible to oxidation, leading to loss of vitamins and undesirable alterations in taste and colour. These days, junar squash is locally prepared in Ramechhap and sold for Rs220 a litre and also exported to other districts.

However, its packaging in plastic bottles is concerning. Studies suggest that conventional plastic packaging leads to the loss of vitamin C and aromas compared to glass or tetra packs. As a well-informed consumer, because of the product’s substandard labelling and quality control, I found it hard to believe that this drink had health benefits.

Packaging is crucial in maintaining product integrity and enhancing consumers’ trust. Research shows that green packaging materials such as glass and tetra packs enhance shelf life and consumer confidence. Proper branding emphasising junars’ unique taste and health attributes could significantly increase its market standing. Branding junar juice as organic would cater to the needs of health-conscious consumers.

Currently, junar production in Ramechhap is mainly restricted to selling fresh fruits with minimal processing and value-addition activity. The lack of facilities to manufacture junar juice, jam, candy or dried citrus fruits restricts potential income. Small-scale processing industries can help farmers earn more and reduce post-harvest loss. Thus, to turn Ramechhap’s junar and junar squash into a high-value product, the focus must be on branding, certification and environmentally friendly packaging. Overcoming these challenges will enable farmers to receive a good price for their crops and give Ramechhap junar the much needed recognition.