Starting 2011 Aqua has been promoting non pesticides paddy plantation around Cianjur – West Java, Wonosobo & Klaten – Central Java and Bali by reconnecting them again with the local wisdom of their ancestor for ecofriendly agriculture. The local reputable NGOs is being involved to influence and convert local farmers group gradually.
One of the farmers group, the HIPOCI – Himpunan Petani Organik Cianjur, the group came from Gekbrong village Cianjur, currently after years of accompaniment finally able to produce 10 tons non pesticide rice per month. It is amazing on how this group is step by step being enabled to produce that amount of production. It has built its internal control system that covers the land preparation, paddy nursery, natural composing, production intensification & paddy harvesting. Negeri Ternak Indonesia is the NGO that support HIPOCI farmers.
Farmers are being reconnected again to their ancestors’ ecofriendly cultivation practices which among others consist of water efficient usage, organic pesticides production, provision of high quality seeds, pests handling & cropping patterns such as jajar legowo, and many more.
The farmers group is also aided by rice mills from Aqua Danone as well as capital to buy the unhulled rice from its members with the significant price that higher than only selling pesticide rice. They are being aided to be independent and self sufficient in running the non pesticide rice business.
Orisa rice, the brand name, is taken from the rice paddy’s latin name "Oriza Sativa". It is available in 5 kg packaging at a price between IDR 95,000 to IDR 100,000. AHS has received "halal" certificates from MUI - Majelis Ulama Indonesia, an Indonesian Muslem Clerk, as well as a "free from pesticides" certificate for its Orisa rice.
The rice is sold in Jakarta, Bogor, Depok, Bekasi and Tangerang areas and in West Java as well, distributed through 800 of the 2300 AHS stalls spread across the regions. They are actively promoting a healthy consumption through good water and organic rice as agents for positive change.
Aqua Danone is not pushing the the farmers to produce rice out of their capacity. As mentioned by Dian," The aim is to sustain and grow profitable rice business for the farmers and at the same time securing the purity of its water sources." Aqua Danone is utilizing its distribution channels coordinated by AHS that originally comes from small stalls closed to residential area that provide and deliver Aqua gallons to its home consumers. Rice packaging and price selling is controlled by AHS to ensure affordable consumer price that can cover all costs with good selling margin.