The Rajasthan Government has announced a campaign against food adulteration and has asked Food Safety Officers to act strictly on such complaints, keeping in view the festive season ahead.

The campaign is called, ‘War for Pure’, and Chief Minister Ashok Gehlot, in a meeting held recently, has directed the state Food Safety Department to enforce strict action against food adulteration.

During the festive season, due to rise in demand, experts feel that there is surge in food adulteration in fast moving consumer goods like ghee, oil, milk and milk products, grains and spices, making it essential to have a campaign against food adulteration in place.

Anup Kumar, founder and CEO, Kirana King, said, “The festive season is a delight for all Indian families as it is a season of togetherness and family bonding. The pandemic has caused added caution amongst the common customers to buy quality products that have no adulteration as families come together to prepare sweets and savouries. We think this is a required step that has been taken by CM Ashok Gehlot, where it would be beneficial for all consumers during this festive season. As the demand for food products rises, especially ghee, oil, milk and milk products, many states in the past have experienced adulteration during the festive season, this campaign ‘War for Pure’ is a much-awaited step. We completely abide and support this campaign by offering the best quality products across all our retail grocery outlets.”

Abhishek Joshi, director, Rufil, said, “This year, the festive season is coupled with Covid-19, it’s one of the best decisions taken by CM Ashok Gehlot, to take a stand in order to protect our health. During the festive season food products like ghee, paneer and chhena are consumed a lot, they pass a lot of hands and are at a high risk of contamination and adulteration. We’re quite happy because these kinds of malpractices need to be stopped. The safety and standards guidelines were always there but now with the campaign, the government agencies will be more proactive in their approach about implementing the same. We only deal with registered milk farmers and still check the milk for impurities, adulteration and contamination on a daily basis. These kinds of strict measures need to be taken in every segment of the food and beverage industry.”