Once overlooked, jackfruit has now become highly sought after, as demonstrated by the numerous festivals held along the undivided coastal belt of Mangaluru. However, experts believe a more systematic approach is necessary to fully harness the potential of this versatile fruit.
Shree Padre, editor of the Kannada agricultural magazine ‘Adike Patrike’ and a global ambassador for jackfruit, has been promoting the fruit for the past decade. He told TOI, “Jackfruit festivals have served as a springboard for promoting jackfruit, but the opportunities have not been utilized to the fullest.” In Karnataka, the annual production of Happala (jackfruit papad) is estimated to be around 60 lakh papads. Despite its high potential and consumer acceptance, jackfruit papad has not even earned a 1-2% share in the country’s overall papad production.
Padre noted some positive trends, such as the high demand for jackfruit plants and ready-to-eat jackfruit bulbs at ‘Halasu Mela’ events. The number of shops selling jackfruit, including roadside vendors, has increased. Jackfruit dishes have even become popular at weddings and other events. However, he emphasized that jackfruit festivals should not be reduced to mere marketing events, as it may diminish their social importance.
The potential for jackfruit is immense, especially in rural development and livelihood opportunities. Padre highlighted the need for improvements in the supply chain and standardization of packaging, particularly for products like jackfruit chips. Understanding the consumption and production quantities of jackfruit is crucial for its development.
Suhas Marike, secretary of Navateja Trust in Puttur, which organizes farm-related exhibitions, shared that the demand for jackfruit and its byproducts has grown almost tenfold since they began organizing jackfruit melas and exhibitions in 2018. This year, at least 40 festivals in Dakshina Kannada and Udupi have been held, with a substantial increase in demand. Marike stressed the need for a systematic approach involving big cooperatives for branding and commercialization, and identifying trees for specific products.