eChapters

According to Futter (2001) it is very important the way we cook our food. If the cooking is inadequate it causes food poisoning. While cooking there can be cross contamination starting from raw foods. It includes hands or utensils which can cause food poisoning. Most foods, especially meat, poultry, fish and eggs should be cooked thoroughly to kill most types of food poisoning bacteria. Generally the food should be cooked to a temperature of 75 °C or hotter. When food is cooked, it should be eaten promptly, kept hotter than 60 °C or cooled, covered and stored in the fridge or freezer. Some people are more at risk from food poisoning than others. In order to buy safe food in the market like buying pre-cut produce as a half a watermelon or cut veggies from a salad bar, it is important to choose items that are refrigerated or surrounded by ice. They must be kept in separate bags. FDA (2019) has studied the contamination in lettuce. Shopping at a farmer’s market is a great way to get locally-grown, fresh fruit, vegetables, and other foods. However, safety of these produce needs to be checked. Many markets have their own food safety rules and vendors must comply with them along with the government regulations. Fruits and vegetables must be washed thoroughly under running water just before eating, cutting or cooking. Fruits and vegetables must never be washed with soap or detergent or using commercial produce washes. Even if it has to be peeled before eating, it is still important to wash it first. Any bacteria present on the outside of items like melons can be transferred to the inside when it is cut or peeled. They should be refrigerated within two hours after preparation. The juice or cider must be treated (pasteurized) to kill harmful bacteria. Pregnant women, children, older adults and people with weak immune systems should drink only pasteurized or treated juice. Raw milk can harbor dangerous microorganisms like Salmonella, E. coli, and Listeria. World India (2017) has looked into the food regulations. These can pose serious health risks. Pregnant women, older adults and people with weakened immune systems are at higher risk for illness caused by Listeria. One source for these bacteria is soft cheese made from unpasteurized milk. It is vital to check the label to make sure that it is made from pasteurized or treated milk. Make sure that eggs are properly chilled at the market. FDA requires that untreated shell eggs must be stored and displayed at 45°F. While buying eggs it needs to be ensured that the eggs are clean and the shells are not cracked. Meat should be properly chilled even in the market and kept in closed coolers with adequate amounts of ice to maintain cool temperatures. If it is brought in an insulated bag or cooler during transit it is very beneficial to keep the quality. It should be always kept separately from your other purchases, so that the juices from raw meat (which may contain harmful bacteria) do not come in contact with produce and other foods. Essays (2018) have written a very comprehensive overview of food safety.

Today, organic and local foods are preferred as they use less pesticides or fertilizers. However, these foods, like others, can be exposed to harmful bacteria during the growing and harvesting process. The farmers and distributors must use good sanitary practices to minimize food contamination. Consumers should cook food properly. The street food vendors are a traditional and indigenous fast food approaching in most countries of the South-East Asia Region. As these are economical they cater to millions of consumers. Among safe street foods there are many contributing factors that are associated with the safety of street food. WHO had conducted a survey in 1993 covering 100 street foods in 100 countries around the world. It revealed that the major health threat comes from raw and undercooked food, infected food handlers and inadequate hygiene practices in processing and storing such food. If the street food is cooked well and is served hot, then the chances of food poisoning is less. The water quality, hygienic conditions and the level of cleanliness especially in the summer season are the major factors for food poisoning. However improvements in physical infrastructure and hygienic conditions are growing as consumers are also demanding quality food. Michael et al., (2017) have looked into organic versus conventional foods.

In this century the usage of plastics had become very common. However, it is important to know as to what kinds of plastics are used for food handling and storage and the health hazards caused by using it. It has been observed that plastic packaging plays a significant role for the enhanced shelf life and in the ease of storage and cooking for many foods. Some kinds of plastic materials which are widely used for handling and storage of food and water include polyethylene terephthalate (PET). It is used in soft drinks, water, sport drinks, ketchups, salad dressing bottles, peanut butter, pickle, jelly and jam jars. This plastic is strong, heat resistant, resistant to gases and acidic foods. It can be transparent or opaque. It does not leach any chemicals that are suspected of causing cancer or disrupting hormones and can also be recycled.

Usage of High density polyethylene (HDPE) has been found to be common in milk, water, juice bottles, yogurt, margarine tubs, grocery, trash and retail bags. High-density polyethylene is stiff and strong but is not heat stable (it melts at a low temperature). It does not leach any chemicals that have a role in causing cancer or disrupting the hormones. HDPE can be recycled. Low-density polyethylene (LDPE) is used into making films of various types, some bread and frozen food bags and also in the making of squeezable bottles. Low-density polyethylene is relatively transparent. Many of the films are not heat stable either and may melt the food in case it is touching it. However, polypropylene (PP) is more heat resistant, harder, denser and more transparent than polyethylene and is therefore used for heat-resistant microwavable packaging and sauce or salad dressing bottles. Polycarbonate is clear and heat resistant. It is also durable and often used to make refillable water bottles and sterilisable baby bottles, microwave ovenware, eating utensils, plastic coating for metal cans. Tiny amounts of bisphenol A are formed when polycarbonate bottles are washed with harsh detergents or bleach (sodium hypochlorite). At high levels of exposure, bisphenol A is potentially hazardous as it mimics the female hormone estrogen. In addition, polystyrene (PS) and polyvinyl chloride (PVC) are also used during food material transportation and handling in supermarkets. Modern food safe plastic bags are plasticizer-free which do not leach harmful chemicals into the food during cooking.

Food adulteration is an unethical and often criminal malpractice. It is very common in countries of the South-East Asia region. It frequently occurs where informal food production and marketing services are predominant and enforcement of food regulation is weak. The prohibited substances are either added or used to partly or wholly substitute healthy ingredients. This creates the impression of freshness in old food artificially. Adulteration in food is usually done for financial gain. The high target is spices due to the demand and also their high price. Sometimes it can happen due to lack of proper hygienic conditions of processing, storage, transportation and marketing. The consumer is either cheated financially or becomes a victim of illness or disease. In case, the consumers take a lot of precautions at the time of purchase of such products it would help them in avoiding the purchase of such adulterated food. The whole spices: Dirt, dust, other seeds; chili powder: brick powder, salt powder or talc, powder. In ghee/butter: vegetable ghee, animal fat, mashed potato, sweet potato, etc. ; ice cream and beverages:saccharin; honey: jaggery, sugar syrup. Food contaminants are not added to the foods. They are present in foods as a result of the production (crop farming, animal husbandry and aquaculture), manufacture, processing, preparation, treatment, packing, packaging, transport or holding of such food or as a result of environmental contamination. Usually it includes the presence of harmful chemicals or microorganisms in food, which if consumed can cause several debilitating illnesses. Many times, unknowingly, the contamination may occur during the production, processing, storage and marketing.

When certain disease-causing bacteria or pathogens contaminate food, they can cause foodborne illness, often called “food poisoning”. Foods that are contaminated may not look, taste or smell any different from foods that are safe to eat. Salmonella, Campylobacter, Listeria and Escherichia coli are common bacteria causing foodborne illness. Some foodborne illnesses are mild where most people get better within a few days, but illness can sometimes be more severe and fatal. Bacillus cereus can form heat resistant spores. On cooking the food with these spores the heat resistant toxin is left at room temperature. Reheating or lightly cooking the food does not destroy these toxins. Most types of foodborne illnesses cause symptoms like nausea, vomiting, watery diarrhea, abdominal pain and cramps. Fever and/or the presence of blood or mucus in the stool are signs of bacterial infection that may require a medical consultation. Proper food handling is vital to prevent most foodborne illnesses and diseases. WHO has given keys towards safer food which should be followed. Unsafe food containing harmful bacteria, viruses, parasites or chemical substances, causes more than 200 diseases which range from diarrhoea to cancers. Foodborne and waterborne diarrhoeal diseases kill around 2 million people worldwide annually, including many children. A single foodborne bacterium can grow into more than two million bacteria in just seven hours under the right conditions. Foodborne pathogen called Listeria sp. can survive and sometimes grow on foods being stored in the refrigerator. Hepatitis A virus can cause long-lasting liver disease and spreads typically through raw or undercooked seafood or contaminated raw produce. It is estimated that more than 250 million people worldwide suffer food allergies. The boiling temperature (smoke point) of cooking oil is above 200 °C. The boiling point of water is 100 °C.

According to the World Health Day (WHO,2015) food contamination happens when food are corrupted with another substance. It can happen during the process of production, transportation, packaging, storage, sales and cooking process. The contamination can be physical, chemical and biological. Faulde et al., (2013) studied the infection caused to patients by mothfly

Even after public concern the scientists feel that the GMO foods are quite safe. According to them the genetically-engineered crops are very safe to eat as much as the non-GE of the same crop. According to them the environment has improved by reducing the use of pesticides. GMO stands for genetically modified organism. Soy, corn, or other crops are very common as GM crops which are made by genetically engineered DNA. Many have come to the conclusion that GM foods are safe, healthy and sustainable. However, some people are against them. There are many benefits of GM crops like less water or pesticides to be used. Genetically engineered crops fight diseases to save the foods. At the same time the industries/ farmers that grow them are also benefitted. These foods have higher nutritional profiles, both in the US and abroad like corn which is one of the most prominent GMO foods. Soy is found in tofu, vegetarian products, soybean oil, soy flour and many other products. The other major crops taken for genetic modification are Papayas, Canola and Cotton. For dairy products a lot of work is being done on the genetic engineering of animals in a big way. This is going to be the most intractable environmental challenge of the 21^st Century. Presently, around 92% of the U. S. corn (GE), 94% of soybeans and 94% of cotton are genetically engineered.

Due to the globalization of the food supply there has been a need to strengthen food safety systems in and between the countries. In this regard the World Health Organization (WHO) has promoted efforts in improving the food safety from farm to plate which started on World Health Day, 7 April 2015. The World Health Day 2015 slogan was “From farm to plate, make food safe”. The informal food production and marketing system is still strong in most countries of the South-East Asia Region, for the enforcement of food safety regulations. Traditionally, the preferences have been for hot and well-cooked food. These habits are partially responsible for preventing foodborne infections. In many countries street food has become very popular as it is cheap. Hygienic conditions are improving, provided that potable water supply and clean facilities are ensured by municipal authorities. Many waterborne and diarrhoeal diseases could be prevented with the introduction of bottled drinking water. The awareness and education on food safety by the consumers has strengthened in the enforcement of food standards. This has improved the hygienic practices and has helped in the prevention of foodborne illnesses. The “WHO Five keys to safer food” serves as the basis for educational programmes to train food handlers and educate the consumers. These help in preventing the foodborne illnesses. The important points are to keep food surfaces clean, washing of all utensils, plates and cutlery, keeping the raw food separate from the cooked food. Cooking food thoroughly to the appropriate temperature, keeping food at safe temperatures, both for serving and storage and using safe water and raw materials.

A process control system that identifies the hazardous points in the food production process is known as HACCP (Hazard Analysis Critical Control Point). It puts into place many stringent actions to prevent any hazards from occurring. In any food process if there is strict monitoring and controlling steps, the chances for hazards are minimum. Today, HACCP is an integral part of modern food industry that identifies and controls the major food risks. These are like microbiological, chemical and physical contaminants. These can also be practiced at home scale by checking proper storage, handling, cooking and cleaning procedures. These steps have resulted in industries taking greater responsibility for and controlling the food safety risk factors. This helps in better consumer protection, agriculture, the food processing industries and promotes domestic and international food trade.

The temperature of food storage is important. Below 4⁰C the food pathogens do not grow. Above 60⁰C some colonies begin to die. However, almost all die at 71⁰C. How hot is the food served is important for food safety. The size of the piece is important to how quickly it will cook all the way through. The smaller the piece the faster it will cook. Large or thicker pieces take a longer time to be cooked. Otherwise cooking for a longer time is better so that pathogenic microorganisms do not grow. In case of a thicker piece the color must be checked inside to outside after cooking which should be consistent. If the meat has the bone, check the color/temperature closest to the bone in the thickest part. In case of meat the contamination usually gets introduced while butchering and the practices used. The street food on a cart is perhaps the most contaminated as it has some level of bacteria in it. The meat in the decorated malls also has pathogenic bacteria. The environment plays a very pivotal role which can recontaminate the food even after proper cooking. The amount of harmful pathogens keeps growing in number with the passage of time. Fresh from the grill is the best, an hour or two is not ideal, half a day or overnight could make a person sick. Due to the reason that consumers do not know the time and temperature of cooking it is important to eat food which is freshly prepared.

Jay et al., (1995) and Joerger et al., (2003) have written the role of bacteriocins as an alternate to antibiotics. Bacteria produce bacteriocins which are proteinaceous in nature or peptidic toxins. These inhibit the growth of similar or closely related bacterial strain(s). There are different types of bacteriocins which are classified based on the producing strain, common resistance mechanisms and mechanism of killing. Ahmad et al., (2013) have isolated antifungal compound for food preservation. Martin et al., (2018) and Batish et al., (1997) found antibacterial compounds from fungus. Mahboubi et al., (2019) studied the potential of Zataria in IBS. There are bacteriocins from gram-positive bacteria known as the colicins, the microcins and the bacteriocins from Archaea (Cascales et al., 2007). The bacteriocins from E. coli are called colicins (formerly called ‘colicines,’ meaning ‘coli killers’). These have been studied widely. Earlier called colicin V and is now known as microcin V. It is very small and is produced and secreted in a different manner than the classic colicins. Adrienne et al., (2016) have studied the colicin resistance.

Josephson (1977) studied the effects of food irradiation and sterilization. In radiation sterilization of food (radappertization) the food is exposed in sealed containers to ionizing radiation at absorbed doses which are high enough (25-70 kGy) to kill all organisms of food spoilage and public health significance. Radappertization is analogous to thermal canning for enhancing the shelf stability. In dry products the radappertization process requires the food to be heated to an internal temperature of 70-80°C (bacon to 53°C) to inactivate autolytic enzymes which catalyze spoilage during storage without refrigeration. In order to reduce off-flavors and odors, undesirable color changes, and textural and nutritional losses from exposure to the high doses of irradiation the foods are vacuum sealed and irradiated frozen. Radappertozed foods have the characteristic of fresh foods prepared for eating. Irradiation can be a good substitute for some chemical food additives such as ethylene oxide and nitrites which are toxic, carcinogenic, mutagenic or teratogenic either wholly or in part. Till now, there is no evidence of any adverse effects of radappertization on the foods. Extensive research has taken place towards the space food. During the planning of Apollo missions, Space Food NASA Technical Reports Server (Space Food NASA Technical Reports Server, NTRS ,1994 ) conducted trials including freeze drying.

Henderson et al., (2010) have studied the different aspects of food regulation. The authors have looked into the perceptions of Australian consumers’ who is and should be responsible for food safety. Forty-seven participants were interviewed as part of a larger study on trust in the food system. Participants associate food governance with government, industry and the individual. While few participants can name the national food regulator, there is a strong belief that the government is responsible for regulating the quality and safety of food. Personal responsibility for food safety practices was also identified. Little evidence is found in the politicisation of food, reflecting a level of trust in the Australian food governance system that may arise from a lack of exposure to major food scares. According to Wood (1990) the marketing of food service program in an Ohio district is directed toward the students and also at the community, school administrators, teachers, and employees. Students are encouraged to follow a healthier way of eating.Jones (1998) studied the role of food safety in the food chain from farm to fork. In response to growing threat of food-borne illnesses the federal government had launched the Food Safety Initiative. A key element is the Hazard Analysis Critical Control Point’s system (HACCP). Under this it has been designed to make everyone in the food-delivery chain to be responsible for ensuring a safe food supply.

Food safety scientifically describes various methods of handling, preparation and storage of food to prevent any foodborne illnesses. However, it is important to check the safety between industry, market and the consumer. From the food industry to the market the practices relating to food labeling, food hygiene, food additives and pesticide residues are important to be looked into and the policies on biotechnology. The governmental imports and exports needs to be given proper guidelines. Certification systems and Inspection for foods need to be installed which should be clean and corruption free. When all this is properly considered the food could be safe in the market. This may allow for safe delivery and safe preparation of the food for the consumers. Many diseases are transmitted by food which serves as a growth medium for bacteria and cause food poisoning. In the developed countries it has been observed that there are many intricate standards for food preparation. However, in the developing countries the availability of adequate safe water itself is a question. It is possible to prevent food poisoning to 100%. An ordinance and code regulation in US (1943)was given.

For looking into the biosafety in research laboratories, agriculture and other food producing industries it is important to look into the numerous strains of lactic acid bacteria that are associated with food systems and are capable of producing bacteriocin or antibacterial proteins with activity against foodborne pathogens such as Listeria monocytogens, Staphylococcus aureus and Clostridium botulinum. Recently considerable attention has been given on the identification of these proteins and their biochemical properties including spectrum of activity, production conditions, purification procedures, aminoacid composition and mode of action. Advances in genetic engineering have facilitated the characterization of proteins at genetic level, providing information about protein synthesis, structure and cloning of bacteriocin genes into other organism. One problem in the use of bacteriocin in their applications as bio-preservatives is the emergence of resistant population. The understanding on the mechanism of resistance to bacteriocins is limited which limits the application in biopreservation. Much of the work on bacteriocin has been done under controlled laboratory conditions without the presence of adventitious microbial population. More research is needed to determine the efficacy of bacteriocin producing organisms and bacteriocins which are stable under commercial conditions. Foodborne illness is a major international problem and an important cause of reduced economic growth. The contamination of the food supply with the pathogens and its persistence, growth, multiplication and/or toxin production

1.1 The 7 P’s Framework for Agro Industry

The marketing mix

Marketing mix refers to Set of airities that the organization was to promote (or) Market their component.

Updating the 4P’s

McCarthy classified various marketing activities into marketing. Mix tools of four brand kinds which he called the four P’s of marketing. [Product, Price, Place & Promotion]

The 4P components of marketing mix

Product: Refers to list of Products and Services that the organisation is involved in sol off eg-Brand name size , Service warranties etc.

Price: Price is determined by demand for the goods and the cost of the goods. Examples of various pricing strategies: introductory prices, sale prices, odd pricing etc.

2.1 Setting Business Goals and Objectives

Well-chosen goals and objectives point a new business in the right direction and keep an established company on the right track. When establishing goals and objectives, try to involve everyone who will have the responsibility of achieving those goals and objectives after you lay them out. To help you better understand how you can set goals and objectives, you first need a good foundation for what the two are.

Goals establish where you intend to go and tell you when you get there. They help improve your overall effectiveness as a company — whether you want to increase your share of the market, for example, or improve your customer service. The more carefully you define your goals, the more likely you are to do the right things and achieve what you wanted to accomplish in the first place.

Objectives are the specific steps you and your company need to take in order to reach each of your goals. They specify what you must do — and when.

3.1 Communicating to the Customers

Philip Kotler defined IMC as, “the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent message”.

The Marketing Communications Mix consist of eight Major modes of communications which includes advertising, Sales Promotion, Events and Experience, Public relations and Publicity, Direct marketing, Interactive Marketing, Word of mouth Marketing and personal selling.

4.1 Formulating Marketing Strategy for Agribusiness

STP – SEGMENTATION, TARGETING & POSITIONING

STP is the core concept which is followed while building a brand. A marketer decides a product which he is about to market first, and then goes about building a brand by deciding upon the specifications.

SEG MENTATION

Segmentation is process of dividing customers into a set of homogenous groups customers in general can be divided into groups based on geographic (or) location.

The below given chart like the major segmentation variable considered for consumer and industry market.

Agri Business Market Segmentation

The below given charts illustrates lists of segmentation variable that is customized for Agribusiness market. The following variable were suggested by the quarter Mr. Dute and were published in his base on principles of management in agribusiness segmentation based on physical attributes

5.1 Descriptive Analysis for Marketing Decisions

Measures of Location

In the previous chapters it was discussed how to understand and reach customer. Now lets explore the numerical data through their properties to understand customers and markets. Descriptive statistics is analysis of data that helps describe, summarize data in a meaningful so that the business people get new and deeper insights into the problems and situations. For example a buying pattern for your products might emerge and there could be difference based on gender. This will help the business people to come out various strategies separately for each gender. Data can be easily handled with spreadsheets. One of the very widely used spreadsheets by many business organisations is Microsoft - Excel. MS-Excel is used for various purposes from just maintaining records to finding out relationships between databases. Some organisation use this spreadsheet software for generating memos, track sales trends and other business data. Lets in this chapter explore how excel sheet can be used to perform basic data analysis that can help us to get greater insights.

6.1 Preparing for Negotiation

Introduction

When people hear the word Negotiation, they picture board meetings, lawsuits and favorable deal-makers sipping tea in a conference room. They are pictured being dressed in their expensive suits and handing dossiers to each other. In reality, we negotiate all the time. If we have to sight a negotiation, all you have to do is lift the window-pane and look out. For instance, have you ever decided where to dine with friends, or decided upon a leave and talked it out with your supervisor, or argued with your senior for a hike? These are all some common examples in our daily routine.

7.1 Investment Analysis for Agribusiness Projects

Financeis the Art and science of managing money. Financial Management is the manage rial activity concerned with the planning and controlling of the firm’s financial resources. Finance can be classified as Public finance, Private finance (Personal & Business), and finance for Non-Profit organizations. The objectives of financial management are Profit Maximization and Wealth Maximization.

The Cash flow is the net amount of cash and cash-equivalents moving into and out of a business.The types include Operating Cash Flows, Investing Cash Flows and Financing Cash Flows. Annuity cash flows are a series of periodic cash flows of equal amount. The time value of money is the change in the value of money as a result of change in the time duration. They are broadly classified into Future Value of Money and Present Value of Money.

Capital Budgeting is long-term planning form aking and financing proposed capital outlays. It is the process of making investment decisions in capital expenditures. The influential factors ofCapital Budgeting are Urgency, Degree of certainty, Intangible factors, Legal factors, Availability of funds, Future earnings, Obsolescence, Cost considerations, R&D projects and Competitivepressure.

8.1 Working Capital Management – I

Working Capital Management: Working capital is a measure of firm’s efficiency and its current financial health. Managing the operational capital is called as working capital management.

Every firm has short term assets and short term liabilities, they are also known as current assets and liabilities. It is calculated by subtracting short term liabilities from short term assets. The working capital ratio determines if the firm is financially stable, and has enough short term assets to cover its short term debts.

Working capital management ensures that the company has enough monetary liquidity to meet short term debts. Structuring an effective working capital management is a great way to enhance the income. Ratio analysis and management of individual components of working capital are two primary importance of working capital management.

Ratio analysis: Process of determining and analyzing numerical relationships in accordance to financial statements like balance sheets, income statements and cash inflow statements is known as ratio analysis. The primary purpose of ratio analysis is to appraise the operating and financial performance of an economic activity and determine its efficiency, profitability, liquidity and solvency. It also helps in getting a brief idea about comparative valuation by comparing ratios of different companies in the same sector.

Inventory Management: Inventory management involves overseeing the purchase of new items and managing the existing ones. It aims to create such a purchase plan that will ensure effective delivery of materials. Two most used inventory management strategies are ‘the just-in-time method’ and ‘material required planning.’ In former one the firm plans to receive items at the time of need rather than maintaining high inventory levels, and the latter one is based sales forecasts.

Cash Management: Cash management is process of collecting, managing and utilizing the cash inflow to optimize the short term financial stability. The key component in accomplishing this task is solvency. Successful cash management is useful when any unexpected demand for cash occurs out of the blue.

9.1 How to read a Balance Sheet

We know business is mainly concerned with the financial activities. In order to ascertain the financial status of the business every enterprise prepares certain statements, known as financial statements. Financial statements are mainly prepared for decision making purposes. But the information as is provided in the financial statements is not adequately helpful in drawing a meaningful conclusion. Thus, an effective analysis and interpretation of financial statements is required.

Analysis means establishing a meaningful relationship between various items of the two financial statements with each other in such a way that a conclusion is drawn. By financial statements we mean two statements:

10.1 Leading Self and Other

Leading up

In order to develop the ability to be a good Leader, people must learn to lead up with their leader, lead across with colleagues, and lead down with followers. Each of these skills draws on different principles. Leading up is the process of influencing a leader. The principles of leading up greatly increase the chance for success.

11.1 Time Management

One of the greatest assets business can have is an employee who uses his or her time to its fullest potential. Time is something that we can lose and never get back. People are always wishing they had more hours available in the day. The solution to this common problem is easier than one might realize. With a few minor adjustments in how to utilize time, people can change how to manage time. Proper time management can change life on a fundamental basis for the better.

Time management is not an instinct and instead, must be learned. . Using time wisely allows a person to complete tasks in an allotted time period, take on additional work, or spend more time with family. There are many things in an office environment that prevent effective time use.

Interruptions are time-wasters, especially since items one may consider urgent are not necessarily important. There is no way to pre plan the time and duration of an interruption, which may cause a loss of train-of-thought, difficulty concentrating, or complete memory lapse. Although it is difficult to avoid interruptions, there are methods for limiting their duration and impact the schedule.

Time is not like other resources which can be stored and used in the future, Time is a very special resource that you cannot be stored or saved for later use. Everyone has the exact same amount of time each day. Time not well used cannot be retrieved. Most people, feel like they have too much to do and not enough time. They blame lack of time for their poor finances, stress, bad relationships, and for not exercising their body.

Wise time management can help people find the time for what one desire, and for what they need to do. People need time to get what they want in life. If they wait for extra time to appear, they might lose the game of life. Through right time management, they can “create” the time they need, and not just wait for it to come. By planning time wisely, they will have more time to do more things.

12.1 Supply Chain Management

Supply chain management encompasses the planning and management of all activities involved in sourcing and procurement, conversion and all logistics management activities. Importantly, it also includes coordination and collaboration with channel partners, which can be suppliers, intermediaries, third party service providers, and customers. In essence, supply chain management integrates supply and demand management within and across companies.

Building and honing up skills for managing any business is an important endeavor. Regardless of whether one is running a small business or a large company individual with good management skills are always essential. The role and structure of the farm business in modern agriculture is changing.

An overwhelming proportion of plant material used for compounding herbal medicines and nutraceuticals is currently collected from the wild. With traditional health care systems gaining increasing popularity, the enormous amount of plant material extracted from the limited plant populations available in natural stands is a cause of justifiable alarm. The unscrupulous plunder of plant populations growing in the wild is pushing increasing number of important species to the endangered category and many to the verge of extinction. Also, unethical practices like adulteration and storage of medicinal plants under unacceptable conditions are rampant. All this is happening, when the consumer is becoming increasingly quality conscious and is demanding traceability of source material used for formulations and adherence to good practices for the entire chain of manufacturing process for herbal drugs and plant-based nutraceuticals. Clearly, solution to this problem lies in replacing the ‘collection from the wild’ paradigm to ‘production by cultivation’. An essential prerequisite for meeting this objective is a well thought out research agenda which not only tackles productivity enhancement goals for the targeted plant species but also addresses the validity of the entrenched notion among healers who use the traditional medical systems, that only material collected from the wild produces the desired results. The reason advanced in support of this argument is that phytomedicines are derived from plant populations growing in the wild under organic conditions and under their natural rhizosphere and rhizoplane. The associated soil-microbial complexes, and a variety of endophytic microorganisms, may be the initiators or modifiers of the production and expression of medicinal properties.

INTRODUCTION

The term ‘ginseng’ is applied to a range of plants from family Araliaceae involving genus Panax. Out of the many species available in nature, Himalayas are also home to a commercially lesser known variety called as Panax psuedoginseng Wall (Nayar and Shastry 1990). In the interior temperate areas of the eastern Himalayas, the species is distributed across Sikkim, Bhutan, Nepal, and extends into China. Keeping in view its high commercial international demand, CSIR-Institute of Himalayan Bioresource Technology (CSIR-IHBT) Palampur has recently taken an initiative to introduce and cultivate Chinese ginseng (Panax ginseng) in the Lahaul valley of Himachal Pradesh, in India. This chapter addresses the different biological, chemical, medicinal and cultivation aspects of both the indigenous Himalayan variety (P. psuedoginseng) and the introduced Chinese species (P. ginseng) in particular.

Introduction

Species of Polygonatum, traditional known for their therapeutic properties for treating different ailments,are fairly well represented in temperate Northern Hemisphere in Asia, America and Europe and find use. In India, P. cirrhifolium, and P. verticillatum are the two important constituting species of Ashtavarga, but have attained a threatened status due to overexploitation. Of the 60 odd known species of the genus, less than 10 have been explored phyto-chemically. Their status varies species wise, at regional and global level.

Introduction

Picrorhiza kurroa Royle ex Benth is an important alpine medicinal plant of the Himalayan region. The root and rhizome of P. kurroa are source of the crude drug, which is characteristically bitter in taste and is linked to the medicinal properties. In Indian system of medicine, the species popularly known as Kutki, is an important constituent of several drugs items. This plant also finds a place in Chinese system of medicine where it is known as Hun-hung lien. Chemically, compounds of interest in Picrorhiza are iridoid glycosides: picroside-I and picroside-II. Material for crude drug has traditionally been extracted from the wild. Natural stands have sharply dwindled due to over extraction and habitat degradation. The species was listed as “endangered” in 1997 by International Union for Conservation of Nature (IUCN). Commercial cultivation is not popular, but is urgently recommended.

Abstract

Dactylorhiza hatagirea (D.Don) Soo, a plant species native to Indian Himalayas (Badola and Aitken, 2003; Ved et al., 2003), is one of 110 orchids known for their medicinal properties (Jain 1991; Lal et al., 2004). Known earlier as Orchis latifolia auct. non Linn., D. hatagirea has traditionally been used in indigenous system of medicine in India as ‘Hatajari’ or ‘Salam Panja’. The plant has therapeutic, ornamental and ecological significance (Gupta et al., 1998; Vij et al., 1992; Kala, 2000a). Due to over extraction from nature for medicinal use, the species has become threatened and categorized as critically endangered species (Ved and Tandon, 1998; Kala, 2000b; Ved et al., 2003; Bhattarai et al., 2014). This contribution provides insight into the botanical background, distribution, medicinal importance, threat status, cultivation and commercial aspects, and strategies for its conservation and sustainable utilization.

INTRODUCTION

Himalayan region is known for the diversity of its cultural heritage and climate. In Indian part, this mountain range includes states of Uttarakhand, Himachal Pradesh and Jammu & Kashmir. The climatic variability of the region,from sub-tropical to extreme dry temperate, offers great attraction to naturalists, all across the globe. The forest formations here are the natural habitats of a large number of flora and fauna. The flora found in these forests varies with the altitudinal gradient and is quite distinct. In the sub-tropical Himalayas, for example,the predominant vegetation is of deciduous type consisting of trees, shrubs, scrubs, climbers and xerophytes. Man-made Chir pine forests can also be witnessed. At middle elevation, the climate is sub-temperate and supports a mix of broad leaves and pines forests.In the high reaches including Trans Himalayas, climate is typically wet or dry temperate. In the wet temperate climate, evergreen forests are the predominant vegetation, whereas, the dry temperate areas do not support any significant vegetation.This variation in climate and altitude has a great impact on the biodiversity found in the region, and represents about seven percent of the country’s total biodiversity.

Among this diversity, many valuable and rare medicinal and aromatic plants grow wild in the region. The herbs which are traded from this region are of immense value for the preparation of Ayurvedic drugs in the form of monoherbal preparations or as multi-compound herbal formulations. Charak Samhita mentions that the herbs of the Himalayan forests excel in efficacy.

INTRODUCTION

Tribulus terrestris L. (Gokhru) is an important industrial herb, belonging to family Zygophyllaceae which includes 285 species representing around two dozen genera. Members of this family are distributed in tropical and warm climates. Most species are shrubs, but some grow as small trees or herbs. T. terrestris is a mat forming plant that grows extensively in warm and dry areas all over the world. In China, India, Greece and other parts of the world, the species finds wide application in folk medicine, in polyherbal formulations and as food supplement for physical rejuvenation, to enhance muscle strength, sexual potency, etc. Amidst many positive claims, clinical trials are recommended to evaluate its reported toxicity in animals.

INTRODUCTION

In India, medicinal plants have traditionally occupied an important place in the socio-cultural, spiritual and health related aspects of peoples’ life. As much as 34% (ca. 6000) of total plant wealth have some known medicinal value (Ved, 2008). The genus Ephedra is one such important group of medicinal plants, from which the drug Ephedrine and a range of medicinally active compounds such as ephedrine, pseudoephedrine, norephedrine, norpseudoephedrine, methyl ephedrine, methyl pseudoephedrine, alkaloids, phenols, terpenoids are obtained. Owing to its medicinal properties, genus Ephedra is in high demand by pharmaceutical industries. It is currently facing heavy extraction pressure from its restricted habitat in the wild, and utterly lacks effective proper conservation and management efforts. For long-term conservation management of this genus, a better and comprehensive understanding of the species remains a top priority, for which detailed studies on its biology, habitat ecology, and agro-technology are required.

INTRODUCTION

Crataegus species, or hawthorn, are shrubs or small trees that have been widely and globally used for treating cardiac problems (arrhythmia, angina, hypertension and gastrointestinal ailments. Fruits of the plant are also consumed as food and nutritional supplement. Crataegus species has several pharmacological properties attributable primarily to presence of flavonoids and anthocyanins. The major flavonoids reported are hyperoside, vitexin, and glycosylated derivatives of these compounds. Crataegus has been listed as the plant for future in terms of its utility and significance. Though the species can be easily grown, its commercial cultivation is not yet popular. This presentation highlights the medicinal significance of the species for its greater utilization.

INTRODUCTION

The Ginkgo tree (Ginkgo biloba) is the only living representative of the order Ginkgoales, a group of gymnosperms of the family Ginkgoaceae. Ginkgo tree can live for as long as 1000 years and has been present for over 250 million years (“Living Fossil”). The name Ginkgo is believed to have come from the Chinese word sankyo or yin-kuo, meaning “hill apricot” or “silver apricot”. The species name “biloba,” meaning two lobes, refers to the unique twolobed, fanlike leaves. Ginkgo has been used as both food and medicine for thousands of years. It is the only tree to have survived atomic blast in Hiroshima (Singh et al., 2008).Seeds of Ginkgo were recorded in the early Chinese records on herbals as a medicine.

G. biloba extract (GBE), is the extracts of Ginkgo leaves, and is available as filmcoated tablets, liquid formulations or injectable in markets of Europe and America.

Standardized extract of the leaves of the G. biloba, labeled EGb761, is one of the popular herbal supplements. GBE has been used in traditional Chinese medicine for centuries for treating circulatory disorders, asthma, tinnitus, vertigo, and cognitive problems. Currently, GBE is among the most commonly taken phytomedicines globally, and is approved in Germany for treatment of cerebral insufficiency (memory loss associated with Alzheimer, vascular or multiinfarct dementia) and conditions such as, tinnitus (ringing in the ears), vertigo and intermittent claudication that results in poor circulation (Mohanta, 2012).

Crop physiology is the study of the ways in which plant physiological processes are integrated to cause whole plant responses in communities. The subject matter of crop physiology includes the ways in which the knowledge of plant physiology is applied for better management of crops.

Genetic potential of a plant and its interaction with environmental factors decides its growth and development by influencing or modifying certain internal processes. Plant physiology studies about these internal processes and their functional aspects. It helps to understand various biological processes of the plants like photosynthesis, respiration, transpiration, translocation, nutrient uptake, plant growth regulation through hormones and such other processes which have profound impact on crop yield. Many aspects of Agriculture can benefit from more intensive research in plant physiology to provide practical solutions in agriculture. Understanding the physiological aspects of seed germination, seedling growth, crop establishment, vegetative development, flowering, fruit and seed setting and crop maturity provides a reasonable scientific base for effective monitoring and beneficial manipulation of these phenomenon’s. Studying this phenomenon with a view to develop better crop management practices forms the subject matter of crop physiology. Later on several research works were carried out to understand the processes like translocation of food materials, their partitioning towards economic yield, storage mechanisms, physiology of flowering, effect of stressful environmental factors on crop growth and development, role of plant growth regulators in increasing the crop productivity etc. All these areas have enriched the knowledge of physiological processes and their role in deciding the crop yield. Crop physiology covers different topics such as seed germination and proper establishment of seedling depends upon various internal and external factors. Knowledge in seed physiology helps in understanding of different physiological and morphological changes that occur during germination. Any deviation in these processes causes seed dormancy. The dormant condition of the seed, bars immediate use of harvested seed for next crop which is important in intensive agriculture. By understanding the causes and effects of this problem, crop physiologists have come up with different methods of breaking the seed dormancy. Nutriophysiology is yet another important area to understand crop physiology. For the healthy growth of a crop, around 16 essential elements are required. Knowledge of nutriophysiology has helped in identification of essential nutrients, ion uptake mechanisms, their deficiency symptoms and corrective measures. It also helps to check the toxicity symptoms of various nutrients.

Basic LabTechniques - This laboratory is intended to:

(1) Provide an introduction to basic techniques used in biology labs

(2) provide some experience with the equipment employed in future labs

2.1 Microscopy

The compound light microscope is a veryimportant tool in the study of biology. Typical compound light microscopes allow specimens to be viewed at 400 to 1000 times their actual size (total magnification is determined by multiplying the objective lens magnification by the ocularlens magnification). Thelight microscopeis made up of a system of lenses aligned in such a way thatallows magnification, as well as improved resolution. The resolution obtainable is also dependent on contrastin the specimen. Contrast can be adjusted with the iris diaphragm, located below the condenser lens,and can also be enhanced by the addition of stains to the specimen.

Scientific drawings of specimens observed under the light microscope are often used to provide a record of what was viewed. Proper scientific drawings should be neatly drawn,with smooth lines, in pencil (they should never be in colour). More than one cellshould be drawn to illustrate the cellularassociation to the observer(e.g.found singly or as part of a tissue). Labels should be added using straight horizontal lines to the right side of the drawing, and care should be taken with singular and plural forms of structural terminology. To demonstrate differences in density of specific structures, use stippling rather than shading. A figure caption thatindicates the specimen viewed, how viewed, and the to right side of the drawing, and care should be taken with singular and plural forms of structural terminology. To demonstratedifferences in densityof specific structures, use stippling rather than shading. Afigure caption thatindicatesthe specimen viewed, how viewed, and the magnification of the drawing is always necessary.

A metabolic cell contains about 75-95% water by weight. It is important for plants for proper growth and development. Any significant reduction in availability will affects metabolic activity and thus growth parameters which determine yield. The uptake of water by the plant (roots) from the soil is an osmotic phenomenon. The water potential represents the free energy per moles of water. It can be reduced by:

1. Decreasing temperature
2. Adding soluble pressure or
3. Decreasing pressure or
4. Providing additional absorptive surface

Objective: To estimate qualitatively various chlorophyll fractions

Materials Required: Leaf material, acetone, petroleum ether, distilled water, methyl alcohol, potassium hydroxide, diethyl ether, separating funnels, stand beakers and conical flasks.

Principle: In biological systems the molecule absorbing radiant energy in the visible range is referred as a pigment. To the human eye these pigments are coloured: chlorophyll is green, carotenoids are red or yellow, xanthophylls is yellow and phytochrone is blue. These pigments are complex molecules. Chlorophylls are the most important pigments active in photosynthesis. At least nine different types of chlorophylls are known – chlorophyll a, b, c, d, e bacteriochlorophylls a and b and chlorobium chlorophylls 650 and 660. Chl a and chl b are best known pigments. In addition to chlorophyll, carotenoids, xanthophylls etc. Are also present as accessory pigments. The chlorophylls are directly involved in photosynthetic electron transport the other pigments serve as accessory pigments and they also serve the purpose of light harvesting.

There are different organic molecules are soluble in different organic solutions, however, their solubility is differential in different chemicals. Based on the nature the chlorophyll pigments can be separated and identified.

Stomata are pores formed between two specialized epidermal cells, the guard cells, which are found on the surface of aerial parts of higher plants (leaves). They control the gas exchange between the leaf and the ambient air. Their main functions is to facilitate the entry of CO² into the leaf for photosynthesis and loss of water vapour for evaporative cooling of the leaves.

The guard cells are formed by the transverse division of stomatal mother cells that differ morphologically and biochemically from other epidermal cells. The middle lamella disintegrates and the two walls separate leaving an opening between them the stomatal pore. The walls bordering the pore become considerably thickened. They are generally cutinised. This radial thickening of the inner wall plays an important role in stomatal movement. Stomata control 95 per cent or more of CO² and water vapour exchange between the leaf and atmosphere.

Location and occurrence of stomata: Stomata are found in all higher plants down to the evolutionary level of the phylum Bryophyta. Stomata are not found in liverworts. In the leaves of most herbaceous plants the stomata are found in both upper (Adaxial) and the lower (Abaxial) surfaces. Such leaves are known as Amphistomatus. Usually in tree species, stomata are found only on the lower surface of the leaves. Such leaves are called Hypostomatus. Aquatic plants with floating leaves such as water lilies have stomata only on the upper surface and such leaves are called Epistomatus. Most of submerged aquatic plants do not posses stomata and diffusion of gases occurs between water and plant tissues across a thin cuticle. In many cases subsidiary cells are present adjacent to the guard cells. These are specialized epidermal cells which are usually different in size and shape from other epidermal cells. They are usually smaller than the epidermal cells and have more dense cytoplasmic contents and a greater frequency of cell organelles. In grasses and some other species, subsidiary cells are intimately involved in stomatal mechanism.

Diffusion of gases through stomata is governed by the two important parameters associated with the stomata, viz., the stomatal frequency and the extent of opening of the stomata. Stomatal frequency is defined as the number of stomata per unit leaf area (no.mm ^-2 ). Apart from the stomatal frequency, yet another parameter that reflects the stomatal distribution is the stomatal Index. It is the ratio of the number of stomata per unit leaf area to the total number of epidermal cells and is generally expressed in percentage.

Transpiration is the loss of water through areal parts of the plants particularly leaves in the form of water vapour and 95% of the transpiration is through stomata and the rest from cuticle and the lensi cells.

Transpiration can be measured in several ways. The most commonly used technique as the whole plant level is the gravimetric technique where in the amount of water loss through transpiration is measured of monitoring the amount of water added by measuring the loss in weight. Another method is the direct measurement using equipments specially designed for this purpose, which steadily include porometers. Transpiration is also being measured using the portable photosynthesis systems. In the laboratory transpiration rate can be measured using a very simple technique as follows,

During photochemical reactions of photosynthesis, takings place in the chloroplast lamellas system, electrons flow from water to NADP resulting in generation of a powerful reductant NADPH. Simultaneously, water is oxidised and O₂ oxygen is released. This reaction is known as Hills reaction. The rate of production of NADPH and ATP in the photochemical reaction is directly associated with the oxidation of water the sole electron donor. So the photochemical efficiency can be measured by measuring the rate of oxygen evolution.

Since oxygen evolution is a good reflection of the photochemical activity of chloroplast, determination of the rate of oxygen evolution can be conveniently adopted to estimate the photochemical activities. Normally oxygen evolution as a measure of photochemical reactions, is measured either in isolated chloroplasts or in the excised leaf discs using an oxygen electrode. An oxygen electrode is a special form of chemical electrode cell in which the current generated is proportional to the activity of oxygen present. This equipment is widely used for determining the amount of oxygen liberated during the photochemical reaction either in isolated chloroplasts or in leaf bits. Though oxygen electrode is the most frequently used technique to determine the rate of oxygen evolution, there are a few indirect methods to quantify the amount of oxygen evolved.

In photosynthesising tissues or in isolated chloroplasts, the rate of oxygen liberation can be determined by using appropriate artificial electron acceptors and donors (artificial electron donor and acceptors are compounds which can substitute the physiological electron transport carriers and helps in understanding the electron transport mechanisms and ATP synthesis). Oxygen is a powerful oxidizing agent which means it readily oxidizes another compound and itself gets reduced to water. This property can be effectively used in qualitative and quantitative determination of oxygen evolution in green leaves exposed to light. The oxygen that is liberated during the photochemical reactions can be determined by using an appropriate organic substance which can be readily oxidized by oxygen.

Photosynthesis is an important physiological process associated with plant growth and productivity. During the process of photosynthesis, the solar energy is trapped and converted into chemical potential which is later used for the reduction of CO₂ into carbohydrates. The powerful reductant, NADPH that is needed for carbon reduction is generated by the light driven reactions of the chloroplast lamellar system. Photosynthesis can be summarized as follows.

Growth and differentiation are regulated by a group of organic compounds known as growth regulators. These growth regulators regulate growth not only at the organ level but also in the plant as a whole. They can be broadly defined as organic compounds synthesized in one part of a plant transported to another where at very low concentration they cause a physiological response.

There are five major groups of growth regulators, namely, the Auxins, Gibberellins, Cytokinins, Ethylene andAbscisic acid. Endogenously synthesized growth regulators are often referred to as plant growth hormones. However, a number of synthetic compounds eliciting similar response as that of the growth hormones have been identified and extensively used. These synthetic hormones effectively substitute the endogenous hormones to understand the basic mechanisms of hormones and also for commercial use.

Much of the success on modern agriculture dependson the availability of high quality seeds with good genetic potential and proven performance in germination, emergence, and vigorous Vegetative growth.

Seed: Seed is a fertilized mature ovule containing an embryonic axis (embryo), stored food material (endosperm) and a protective covering (seed coat or testa).

Seed structures: Living embryo, the most important part of seed, consists of two structures (i) embryonic axis and ( ii ) cotyledon(s). Theembryonic axis is composed of three parts namely

(i)radical (embryonic root), the hypocotyls (point of attachment of cotyledons) and (iii) plumule (theshootapex with the first true leaves). Thethree parts of embryonic axis are easy to identify in dicots, but in monocots (especially in the family Gramineae) their identification is difficult. In monocots, there is only one cotyledon, which is reduced and modifiedto form the scutellum. The basalsheath of cotyledon is elongated to take the shape of coleoptile,while in somecases (e.g., maize), the hypocotyls is modified to form mesocotyl. The base of hypocotyls sheathing the radical is termed as coleorhiza.

Seed development: Thereare manyvariations in the pattern of seeddevelopment when the entire plant kingdom is considered. However, the general processof This includes seed development is almost similar.

Tissue culture refers to the collection of techniques used to maintain or grow of cells, tissues and organs under controlled environment. The German botanist G. Haberlandt (1854-1945) originated the concept of cell culture in which he described his pioneering experiments with isolated plants cells and developed a concept of totipotency (potential of a cell to reproduce entire plant and all of its characteristics). He is considered as father of tissue culture.

Growth and Development are the most fundamental and conspicuous characteristics of all living organisms. According to dictionary, growth is the advancement towards maturity and development is a gradual increase in size. The plant physiological definition of growth is ‘an irreversible increase in mass, weight or volume of a living organism, organ or cell.

Hydroponics is a subset of hydroculture and is a method of growing plants using mineralnutrient solutions, in water, without soil. Terrestrial plants may be grown withtheir roots in the mineralnutrient solution only or in an inert medium, suchas perlite, gravel,mineral wool, expanded claypebbles or coconut husk

The techniques on hydroponics are widely used in plant sciences to elucidate several problemson nutrition. Primarily, this has been not only used to evaluate deficiency symptoms of an essential element but also used to assess waters stress effects in crop plants. There has been a considerable controversy whether such responses paralled with field responses. Though these techniques have their limitations, it is certain that it has its relevance in identifying certain genotypes relatively tolerant to some stresses such as water, O₂ and nutrition. Without entering to such debatable issue, it can be said thatwherenecessity demands, such techniques would proveuseful in demonstration purposes and evaluation of macronutrient deficiencies in tomato and maize. Thegrowing of plants in nutrient solution is called as water culture or hydroponics. These experiments in nutrient solutions are carried out to study the mineral nutrient relation of plants. By elements required for plant growth, specific deficiency symptoms can be produced in water culture experiments. Thesuccess of these experiments of producing deficiency symptoms depends upon the use of homogenous biological material and purity of culture solution in respect of different plant nutrients. Hydroponics is a subset of soilless culture. Many types of soilless culture do not use the mineral nutrient solutions required for hydroponics.

Plants that are not traditionally grown in a climate would be possible to grow usinga controlled environment systemlike hydroponics. NASA has also looked to utilize hydroponics in the space program. Ray Wheeler, plant physiologist at Kennedy Space Center’s Space Life Science Lab, believes thathydroponics will create advances within space travel. He terms this as a bioregenerative life support system.

Plants are exposed to various stresses such as temperature, water, oxygen, salts, nutrition etc, during its growth under dry land condition. Various simple tests have been developed by plant scientist for evaluation of different cultivars against these stresses. These tests are simple to perform in the laboratory with fewer instruments that are commonly available in most of the laboratories in developing countries. These tests have significance in plant water relations and cultivars reliably screened for various stresses. The crops upon which these tests have been performed here are used by the proponents of the tests. These tests are not advised to be performed on crops other than those used by the authors. It probably needs standardization for other crops. The following test has been explained for the benefit of the readers.