01 Kerala · The Honest Harvest
From farms in Kerala to kitchens across India, we bring you ingredients whose origins have not been forgotten.
02 The question
Before food reaches a shelf, it belongs to a place. To soil. To rain. To a season. To someone who knows when to wait — and when to harvest.
03 What went missing
We recognise pepper, cardamom and turmeric. But rarely the land that created their character — or the farmer whose knowledge shaped the harvest.
Farmers 10 was created to reconnect them.04 Our philosophy
A harvest where origin matters, farmers remain part of the story, ingredients retain their identity and kitchens understand what they are bringing home.
Character begins with geography, rain, shade, soil and season.
Relationships matter. The grower should not disappear behind procurement.
Processing should protect natural aroma, flavour, colour and texture.
Honest information helps people choose and use ingredients with confidence.
05 The beginning
The earliest story of Farmers 10 was rooted in relationships around ten Wayanad farmers and one simple belief: exceptional produce should not lose the identity of the people and places behind it.
Wayanad, Kerala · Western Ghats
06 Founder voyage
Some businesses begin with a product. Farmers 10 began with people.
Poonam’s first professional chapter was shaped by psychology, counselling and community-facing work. It taught her to listen before reaching conclusions, understand context, and see the person behind a problem.
When she later encountered farming communities, she recognised another group too easily hidden by a system: the farmer.
“Why should the farmer disappear when the product reaches the shelf?”Poonam Fernandez on LinkedIn
Listen beyond the obvious.
Place dignity into practice.
Build trust into the system.
Give agriculture its identity back.
07 Our products
Each ingredient carries a relationship to place and an agricultural story of its own. Our role is to protect that identity as the harvest moves from the farm toward the kitchen.
Wayanad · Kerala
The spice that changed the world. Bold and aromatic, with a story inseparable from Kerala’s spice history.
Farm, harvest period, processing and batch details will be documented as verified provenance becomes available.
08 Our brands
Agriculture does not end with the harvest. Our family of brands explores what becomes possible when Kerala’s farms and plantations meet craft, innovation and creation. Different identities, one origin: the harvest.
Farmers 10 begins with the belief that agriculture deserves identity — and that the farmer and the land should remain visible as a harvest moves toward the kitchen.
From Respected Land to Respected Kitchens.
We don’t just take the harvest to market. We discover what the harvest can become.
09 Place creates character
Altitude. Rainfall. Shade. Soil. Season. An ingredient’s character begins with geography.
The future provenance record
Traceability is a developing capability. We will only publish batch details that can be supported.
10 The standard
Understand the place and agricultural environment that shaped the ingredient.
Build relationships so people do not disappear behind anonymous sourcing.
Protect natural character through thoughtful handling and processing.
Make claims that can be explained, verified and understood.
Let aroma, flavour, texture, colour and character demonstrate quality.
Create meaningful value around the agricultural ecosystem as the brand grows.
11 Kerala to India
“The measure of growth should not only be how far the product travels — but how much of its origin travels with it.”
12 The next conversation
For chefs, hospitality teams, gifting partners and people who want to know the harvest.
Know the farmer. Know the origin. Know the harvest.
Verified public channels only. More ways to connect are coming soon.
