eChapters

2.1. Introduction

The word ‘plastic’ is derived from the Greek word ‘plastikos’, which means easily shaped or molded. Plastics is defined as a random set of materials based on synthetic or modified natural polymers which can be formed by thermal and pressure treatment. It comprises of wide range of macromolecular organic compounds obtained either from alteration of natural macromolecules or polymerization of molecules of lower molecular weight.

1.1. Introduction

Food packaging involves enclosing the food product to ensure its safe delivery to end consumer in safe condition. Packaging is one of the integral components of the food industry. In order to maintain the basic nutritional and functional attributes of food material, they must be packaged safely. A faulty package can ruin all the efforts made to develop the food product. Selection of right packaging system and packaging material is essential to arrest the deterioration of food products from physical, chemical and biological factors. 

Rural Economy and Agriculture

It is being progressively recognized that the globalized nature of economies across the world is affecting the economic security of all nations. Particularly, in this present era when globalization, liberalization and privatization are rapidly budding and creating new threats and opportunities, it is established that farmers need to be organized to participate and proliferate in the development processes. The phenomenon has triggered substantial debate as to whether globalization is positive evolution of economic action or detrimental to the interests of certain countries or specific groups (Kaplinsky, 2004; Nadvi, 2004).

Social media can be defined as any media dedicated to community based input, interaction, content sharing and collaboration. Facebook, Twitter, LinkedIn, Whatsapp, Google Plus, Hike Messenger, Pinterest, Reddit, Instagam, WeChat, Skype, YouTube are some of the social networking sites that have received tremendous response from billions of people all over the world.

Earlier, there were mass media like pamphlets, booklets, newspapers, radio, television, etc. to connect with the masses. These traditional mass medias were mostly based on one way conversation. Various researchers, scientists, policy makers, government and non-government organizations, research institutions utilized these traditional mass media to the fullest but mostly with a limitation of one way communication and farmers have to rely on the information mashed on them. In last decade, the social networking services (SNS) have emerged as a wonderful and powerful social media.

1. What are Primary produce?

Primary produce, also known as primary products, refers to raw materials or natural resources that are derived from agriculture, forestry, fishing, or mining activities. These products are typically unprocessed or minimally processed, and are often used as inputs in further manufacturing or production processes. Examples of primary produce include crops such as wheat, corn, and soybeans, as well as livestock such as cattle, sheep, and pigs. Forestry products such as timber and paper pulp, as well as fish and other seafood harvested from the ocean or inland waterways, are also considered primary produce.

Pulses are widely acknowledged as superfoods, three times the protein in rice and double in wheat. Besides, they are also rich in complex carbohydrates, micronutrients, protein and B-vitamins and minerals like folate, iron, calcium, magnesium, zinc and potassium. High iron content in some pulses also minimizes the risk of anaemia. Long storability without loss of nutritional value, low prices, and broader availability make pulses an affordable source of minerals, and protein, thus contributing to food security at all levels of society in India. Besides human nutrition, pulse crops are also utilized as fodder and fuel for farm households.

Rural development is transforming the lives of the rural people by creating awareness and mobilizing the people for self-help and pastoral help. Rural development is not new in India, where more than 70% of the people live in villages, their primary source of livelihood being agriculture, animal husbandry etc. Any area’s development initially occurs when changes happen in the home and family. Rural development focuses on the holistic development of the rural population by helping them to recognize their needs & interests and guiding them to meet them. This would result in personal, social, economic, and spiritual development.

s per the advancement in technology, our society is steadily moving towards adapting the new ordinary technologies for their normal affirms of life. While many’s daily lives are far from ordinary, one critical enabler for humans to survive and sustain their livelihood has been the accelerated adoption of digital technologies, especially in the last two years. We have witnessed how things happened because of the emerging technology in various sectors: education, business, communication, interaction, socialization, professional work, agriculture, etc. This will be the norm for the new normal and the “Gig Economy” evolution. Technology disruption has helped almost everyone in their many walks of life. When we consider the rural women at large, technology has, directly and indirectly, helped each procure food and other commodities to manage their livelihood. 

Introduction

Focus of extension agencies on production technologies yielded very good results andhence India become self reliant on food production. Significantly,the extension systemhadplayedits role untiringlyintransfer ofproductiontechnologies from lab to land, besides the agricultural scientists, farmers and marketing network. But the farmers at individual level are not realizing remunerative prices for their produce. Add to this, the Indian farmers have to face challenges of global force that are affecting or are likely to affect Indian agriculture. This assumes greater significance in the light of the new international trading regime under WTA and the export opportunities being opened up. 

Adoption

Adoption is a decision to make full use of an innovation as the best course of action available.

Steps in adoption process

Ryan and Gross (1943) were probably the first to recognize that the adoption of a new idea consisted of stages. They distinguished between awareness of hybrid seed cron conviction of its usefulness, trial acceptance and complete adoption of the innovation.

Adoption is essentially a decision making process. According to Johnson and Haver (1955), decision making involves the following steps.

Diffusion

Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system (Rogers & Shoemaker, 1971).

Innovation

Innovation is an idea, practice or object that is perceived as new by an individual or otherunit of adoption.

Adoption

Adoption is a decision to make full use of an innovation as the best course of action available.

Agricultural Journalism

Journalism refers to the production and distribution of reports on recent events. The word journalism applies to the occupation, using methods of gathering information andutilizing literary techniques. Various forms ofjournalistic mediums include: print, television, radio, Internet and in the past: newsreels. The activity or profession of writing for newspapers, magazines, ornews websites or preparing news to be broadcast. The difference between Farm journalism and general journalism.

Models Definitions

In social science research a model is a tentative description of what a social process, say the communication process or a system might be like. It is atool of explanation and analyses, very often in a diagrammatic form, to show how the various elements of a situation being studied relate to each other.

What is a Model?

Origin

The term communication stems from the Latin word “Communis” meaning “common”. This implies that when we communicate, we are trying to establish ‘commonality’ with someone through a message. Communication, then, is a conscious attempt to establish ce, it is a process of getting a source and a receiver tuned together for a particular message or a series of message.

Definitions of communication

1. Farm Publication

Is a class of publications prepared by the extension agency in printed form, containing information relating to the improvement of farm and home. Farm publications are of various types such as leaflet, folder, bulletin, newsletter, journal and magazine. Farm publications may be used singly or in combination with other extension methods.

Objectives

1. To reach a large number of people quickly and simultaneously at a low cost.
2. To provide accurate, motivating, credible and distortion free information.

1. Result demonstration

It is a method of motivating the people for adoption of a new practice by showing its distinctly superior result. The demonstrations are conducted in the farm or home of selected individuals and are utilized to educate and motivate groups of people in their neighborhood. This is a very effective method for the transfer of technology in a community.

Objectives

1. To show the advantages and applicability of a newly recommended practice in farmer’s own situation.

Extension Teaching

• Extension teaching defined as a sequence of progressive steps, undertaken to create situations that are conducive to effective learning.
• According to Leagans (1961) extension methods are the devices used to create situation in which communication can takeplace between the instructor and learner.
• The purpose of using an extension teaching method is to create opportunities to establish rapport over a subject matter between the communicator and learners.

Training Need Assessment

Training Need Assessment (TNA) is the method of determining if a training need exists and, if it does, what training is required to fill the gap. TNA seeks to identify accurately the levels of the present situation in the target surveys, interview, observation, secondary data and workshop.

An assessment process that serves as a diagnostic tool for determining what training needs to take place. 

Training

Training represents activities that teach employees how to better perform their jobs. Training is a powerful tool in the hands of development professional to catalyze human resources. Training is a process of acquiring specific skills to perform ajob better.

Training as the act of increasing the skills of an employee for doing a particular job

Training always aim at lasting improvement on the job. It is primarily organized not for learning more but to behave differently in own endeavors

Introduction

PTD refers to the creative process of joint experimentation and research by farmers and development agents (such as extension workers) in discovering ways of improving farmers’ livelihoods. Experimentation and innovation are natural and necessary to farmers. Before formal research and extension services existed, farmers’ own experimentation allowed adaptation to new situations, to survive and to improve their livelihoods, where conditions were favorable.This is still the case today, even where farmers have access to external support. Many development projects and extension agencies are appreciating farmers’ informal experimentation as a springboard for developing locally appropriate technologies.

History of Expert System

Expert systems were introduced by researchers in the Stanford Heuristic Programming Project, including the “father of expert systems” Edward Feigenbaum, with the Dendral and Mycin systems. Principal contributors to the technology were Bruce Buchanan, Edward Shortliffe, Randall Davis, Williamvan Melle, Carli Scott, and others at Stanford. Expert systems were among the first truly successful forms of AI software. In the 1980s, expert systems proliferated as they were recognized as a practical tool for solving real- world problems. Universities offered expert system courses and two thirds of the Fortune 1000 companies applied the technology in daily business activities.

Agri portals

• Website that serves as a gateway or a main entry point (‘cyber door’) on the internet to a specific field of interest or an industry.
• A portal provides at least four essential services.
  1. Search engine(s).
  2. Email.
  3. Links to other related sites and.
  4. Personalized content.
  5. It may also provide other facilities such as chat, members list, free downloads, etc.

e-Extension

E-extension can be defined simply as the use of electronic technologies (especially ICT) to enhance face-to-face and paper-based transactions. These technologies can be as simple as teleconferences or as complex as wikis and blogs.

Cyber extension (also known as e-extension) may be defined as extension over the cyber space, the imaginary space created by the interconnected telecommunication and computer networks.

Privatization of Agricultural Extension

Process of funding and delivering the extension services by private individual or organization is called Private Extension. Privatization is the act of reducing the role of Government or increasing the role of private sector in an activity or in the ownership of assets. Privatization is the incidence or process of transferring ownership of business from the public sector (Government) to the private sector (business). Private Extension is solely the act of private individuals or organizations where the decision of privatization solely rests with Government implemented in liaison with private extension service provider.

Definition of Monitoring and Evaluation

Systematic recording of observations, information, gathering, analysis, documentation, reflection, action and re-planning is called monitoring.

It provides programme/projects managers and key stakeholders with regular feedback and early indications of progress or lack of in the achievement of intended results.

Meaning of Administration

The Management of public affairs of a government or institution is called administration. In extension education knowledge of administration is very important which can be developed by administrators. This knowledge will make the administrators aware of some of the unanticipated consequences of their decision. Secondly proper administration makes the administrator to his/her skill. Knowledge for solving problems of organization for which they are members.

Leader

Leader is aperson who influencing people so that they will strive willingly towards the achievement of group goals.

A leader is one who inspires, motivates and leads people to accomplish organizational goals.

Leaders’ styles encompass how they relate to others within and outside the organization, how they view themselves and their position, and to a large extent whether or not they are successful as leaders.

Community Development concepts

The United Nations defines community development as “a process where community members come together to take collective action and generate solutions to common problems. It is a broad term given to the practices of civic leaders, activists, involved citizens and professionals to improve various aspects of communities, typically aiming to build stronger and more resilient local communities.

Community development is a process where community members come together to take collective action and generate solutions to common problems. Community wellbeing (economic, social, environmental and cultural) often evolves from this type of collective action being taken at a grassroots level.

Sampoorna Grameen Rozgar Yojana (SGRY)

This scheme has been merged with NREGS since February 2006 so only most important points are given below.

1. The Sampoorna Grameen Rozgar Yojana (SGRY) was launched on 25 September, 2001 by merging the on-going schemes of EAS (Employment Assurance Scheme) and the JGSY (Jawahar Gram Samridhi Yojna)
2. Objective was to providing additional wage employment and food security, alongside creation of durable community assets in rural areas.
3. The annual outlay was Rs.10, 000 crore which included 50 lakh tones on food grains.
4. The cash component shared between the Centre and the States in the ratio of 75:25.

Indira Awaas Yojana (IAY)

Indira Awaas Yojana, which used to be a component of Jawahar Rozgar Yojana became an independent Scheme from 1997-1998 onwards. Its objective is construction of free houses to members of the Scheduled Castes/ Scheduled Tribes, Freed Bonded Labourers in Rural areas and also to non SC/ST rural poor living below poverty line. The beneficiaries are selected from the Below Poverty Line (BPL) list approved by the Grama Sabha. Atleast 60% of the total IAY allocation during a financial year should be utilized for construction/ upgradation of dwelling units for SC/ST BPL rural households. A maximum 40% of allocation is for non- SC/ST BPL rural households. 3% of the above categories should be allocated for physically and mentally challenged persons. 

National Rural Employment Programme (NREP)

The NREP was launched in October, 1980 and became a regular Plan programme from April, 1981. The programme was expected to generate additional gainful employment in the rural areas, to the extent of 300-400 million mandays per annum, create durable community assets, and improve nutritional status and living standards of the poor.

An outlay of Rs. 1620 crores was provided under this Programme, out of which the outlay from 1980-81 onwards (Rs. 1280 crores) was to be shared equally between the Centre and the States.

National Agriculture Technology Project (NATP)

This project was launched by the ICAR on June 30, 1998, with the support of the World Bank to strengthen and complement the existing resources and to argument the output National Agricultural Research System (NARS).

Objectives

The major objective of this component is:

High Yielding Variety Programme (HYVP)

High Yielding Variety Programme (HYVP) was launched in 1966, which helped the country in attaining self-sufficiency in food. The technological development did not remain confined to the introduction of high yielding crop varieties alone. These were combined with the application of high analysis and balanced fertilizer, irrigation, plant protection, improved implements etc. which made a ‘Green Revolution’possible in the country.

Community

1. A community is a group of people, who live in a geographical area and have an interest in each other for the purpose of making a living. It is a form of social organization existing between the family and state.
2. The people with common interests living in a particular area
3. An interacting population of various kinds of individuals (as species) in a common location
4. A group of people with a common characteristic or interest living together within a larger society

The four main projects of the transfer of technology projects of the ICAR.

The projects are:

1. All India Coordinated Project on National Demonstrations
2. Operational Research Project
3. Krishi Vigyan Kendra (Agricultural Science Centre)
4. Lab to Land Programme.

The word ‘Democracy’ is derived from the Greek roots ‘demos’ meaning the people and ‘kratos’ meaning authority i.e. in democracy, all authority originates from the people. Decentralisation means distribution of functions and powers from a central authority to regional and local authorities. Democratic Decentralisation in the present context means that the Government which has derived its authority from the people, redistributes it to some extent to the people, for decision and action at the local level. This is popularly known as PANCHAYATI RAJ in India. It was thought that Panchayati Raj would emerge as a system of democratic local self- Government, discharging developmental municipal and ultimately, regulatory functions.

Rural development has always been an important issue in all discussions pertaining to economic development, especially of developing countries, throughout the world. In the developing countries and some formerly communist societies, rural mass comprise a substantial majority of the population. Over 3.5 billion people live in the Asia and Pacific region and some 63% of them in rural areas. Although millions of rural people have escaped poverty as a result of rural development in many Asian countries, a large majority of rural people continue to suffer from persistent poverty. 

Plans need not be made for nuts and bolts, but are essential to prevent future bottlenecks. If enough cushions are provided for the future, the economy will grow smoother and faster. The importance of plan is that when you design it before you implement it; you have a better chance of eliminating design flaws from the beginning. If you start out coding and later on figure out you have a design flaw, it is extremely painful to go back and re-implement everything. Certain software engineering experts have estimated that it can cost up to 10x more (time and money) to fix a design problem in the later stages of software development than in the early stages.

Innovations in Field Extension

Of late, a lot of emphasis is being given on innovative extension approaches at the field level, in order to ensure an effective implementation of the Transfer of Technology (ToT) process. Many such new initiatives have been undertaken in India, the details of which are as under.

Farmer Field Schools - ANew Participatory Approach

Introduction of Training and Visit System

This Training and Visit system was developed by World Bank Expert Daniel Benor. Initially (13) Major states in India adopted Training and Visit system but later on most of the states are practicing this system since 1984 onwards.

First Line Extension system

Realizing the scope and importance of integrated working of interrelationship between research, education and extension functions, the ICAR established a section of Extension Education at its headquarters in 1971, which was later on strengthen and renamed as division of agriculture extension. It was intended to enforces this functional relationship down the line in the research institute, agricultural universities and allied institutions.

Introduction

About 65 percent population of the country is living in the economically undeveloped area. Therefore, many evils such as illiteracy, superstitions, unhealthy practices etc. took roots in our country. After Second World War or after independence, it was thought to settle all these problems properly and so, many development programmes were reinvigorated. It is wrong to declare that there was nothing done during slavery period. However, those works, which were executed at that time, were very few in number according to the needs. Looking at a vast country like India, during British rule some selected social workers had started some programmes of rural development. The evolution of extension programme is described in two stages.

Programme Development

Programme development is an on-going dynamic process that extension professionals intuitively follow as they plan, implement and evaluate their educational programmes. The process is not confined to a five-year planning cycle. It is applied on a small scale as an individual workshop is being developed, on a larger scale as a series of programmes are being developed around a single priority and on an even larger scale at district level and state level wide team sets priorities and defines a plan of action for a five-year period. The basic principles remain the same, only the scope is different. The gap between the situation and objective is the area of needs. This area becomes well-defined after the situations and the objectives are determined by the leaders, extension professionals and specialists.

Education: Education is the production of desirable changes in the behaviour of the people. It is the production of desirable changes in human behaviour in knowledge (things known), attitudes (things felt) and skills (things done), in all of them or in one or more of them.

Behaviour: Includes three components viz., knowledge, attitude and skill

Knowledge (Cognitive): It includes facts, concepts, principles and relationship.

Attitude (Affective): An attitude can be loosely defined as a feeling towards some object, person and situation or idea.

A woman is the backbone of the family. The Self-reliance of women is the first step in the nation’s development. For generations, women have fought for their existence. Women’s softness and humility have developed new dimensions of self-reliance; as a result, the image of a woman with a veil of weakness has ended.

The position of women in ancient times was excellent. The most significant decline occurred in the status of women during the Mughal period. 

Empowerment in the women’s development context can be defined as defining, challenging, and overcoming the hurdles in women’s life. She enhances her ability to mould her life, personality, and surrounding environment. The buzzword “empowerment” synchronises with women metaphorically when we think of women empowerment. Such has been the issue and its importance in society today. However, why it matters so much can be attributed to “constraints”. 

Corporate Social Responsibility (CSR) is generally a policy to assess its impact on society and estimate its societal responsibilities. The CSR plan of any organization ensures that it complies with government norms, their investments in respect of growth, development of weaker sections and the environment. CSR’s primary requisite should be sustainable, involving interventions that an organization can justify without negatively affecting its profit goals.

ountains occupy twenty-four per cent of the global land surface area (about 25 million km²) and are home to twelve per cent of the world’s population (GTOS, 2008). Water is present in snow, glaciers, wetlands, and rivers in the mountains. They supply watersheds by providing groundwater recharge to hill communities and communities living in vast basin areas (Hua, 2009). Whatever happens in these mountains affect nearly 1.2 billion people, one-fifth of the world’s population living in the river basins, and up to three billion indirectly in food and energy production. Despite harbouring some of nature’s richest natural resources, mountains are home to some of the world’s poorest people, many of whom are marginalized subsistence farmers. These communities living in the mountain region have hardly benefited from the ‘green revolution’ and global economic growth.

People worldwide are getting affected by the changing climate and associated natural disasters. These climate changes affect both genders differently. Changing climate is not often thought of as an issue related to gender, yet it is increasingly evident that women are more affected by its impacts. Women of all ages are more vulnerable due to persistent cultural norms and low socioeconomic status. Women’s domestic roles often make them inconsistent users of nature-based resources such as firewood, water, and forest products. When these resources become scarcer, they experience an increased work burden. This is proved by many researchers that women in developing countries share the primary responsibility of providing basic needs like food (to feed) and water for their families; this is the cause behind their dependency on natural resources.

Although women work in household chores, agricultural activities, factories, and different workplaces in days of yore, their valuable work is still not recognized as a financial entity (Kathrivel and Sivakumar, 2003). The multiple roles performed by ‘Nari shakti share many working hours, but financial terms are off the records. Women’s power at construction work is greater utilization as labour and their daily routine employment.