Change the Game
The many distortions and inefficiencies in Sri Lanka's paddy industry let alone larger agriculture sector can't all be fixed at once, or for all who struggle to overcome them.
However, after a few months of research, lurking around scientific and economic conferences, and meeting many different practitioners and farmers in the field, Rural Returns' founder commenced working with a single group of farmers who had found a niche for themselves. They were determined to make it work because they preferred what they were doing to the mainstream paddy business - and Rural Returns' founder saw the potential to synthesize the best parts of some existing concepts and add a few missing elements, key being a Value Chain-wide view of and understanding of the challenges, market failures, and scale issues.
* All text, original photographs and graphics copyright J.C. Ratwatte Jr. and granted solely to Rural Returns (Gte) Ltd, Sri Lanka.