Joynagar moa makers offer an authentic sweet deal
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The well-known GI tag holders tie up with Kolkata outlets to examine imitations.
The makers of the well-known Joynagar moa are, for the primary time, tying up immediately with common sweet outlets in and round Kolkata in a bid to examine imitations that money in on their title.
The moa is a popped-rice ball held along with contemporary date-palm jaggery that’s extracted throughout the winter months, and its manufacture is so synonymous with the city of Joynagar close to Kolkata that it earned the Geographical Indication (GI) tag of Joynagar Moa in 2015.
The moa, although extremely common, is alleged to have made its look as just lately as in 1904, changing into synonymous with Joynagar over the a long time.
| Photo Credit: Special Arrangement
Also due to the synonymy, nearly each moa bought in Kolkata is palmed off to the client as Joynagar moa — and that’s what the producers’ affiliation in Joynagar desires to forestall by reaching out on to common outlets and confectionery chains.
“If a customer buys moa believing it is made in Joynagar when that’s actually not the case, not only is he deprived of the real taste of Joynagar moa but he also forms a bad impression of us. This is what we want to check,” Ashok Kumar Kayal, founding secretary of the Joynagar Moa Nirmankari Society, advised The Puucho.
The society earned the GI tag and a brand from the Union Ministry of Commerce and Industry in March 2015, and up to now 26 of the 46 producers registered with the society have obtained the certificates to make Joynagar moa — the remaining 20 functions are nonetheless below course of.
It is these producers with certificates that may ship their moas to outlets in and round Kolkata, packaged in packing containers that may show the emblem and dietary info. “There’s plenty of fake Joynagar moa in the market. The real moa is available only during the winter, for about two and a half months, when you get jaggery. If someone sells you moa outside of these months, it’s fake,” Mr. Kayal stated.
The moa, although extremely common, is alleged to have made its look as just lately as in 1904, changing into synonymous with Joynagar over the a long time, although many different adjoining settlements specialize in it. The sweetmeat is product of fragrant khoi — popped rice — combined with jaggery, sugar, cashew nuts and raisins. Today it’s an organised enterprise; the producers’ society even has a constantly-updated web site that lists the outlets providing the authentic moa.
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