Under the ODOC scheme of Uttar Pradesh government, traditional dishes of 75 districts will be given a new identity. Local food, employment and food tourism will be promoted through 'Taste of UP'. Know the complete plan.
An initiative has started from Lucknow, which is going to give new heights not only to the food but also to the cultural identity of Uttar Pradesh. Just as 'One District One Product' (ODOP) gave recognition to handicrafts and industries, on the same lines, now preparations have been completed to brand the traditional cuisine of every district through 'One District One Cuisine' (ODOC).
Under the leadership of Chief Minister Yogi, this scheme has received cabinet approval. Under this, comprehensive mapping of major traditional dishes of all 75 districts of the state has been done, due to which now each district has its own separate “food identity”.
Taste of every district, now its identity will be created
The aim of this initiative is not just to list the dishes but also to give them national and international recognition through branding, packaging and marketing.
Dishes like Petha of Agra, Peda of Mathura, Lassi of Varanasi, Imarti of Jaunpur, Revdi-Gajak of Meerut and Malai Makkhan of Lucknow will now be presented to the world with a shared identity as “Taste of UP”. The sweetness of Braj, the chaat culture of Awadh, the desi taste of Purvanchal and the traditional dishes of Bundelkhand, all these are being brought together on one platform to unite the food diversity of the state.
Employment and small business will get a big boost
Experts believe that the biggest benefit of the ODOC scheme will be to the artisans, confectioners and small food businessmen working at the local level.
- Demand for traditional dishes will increase
- Business of small shopkeepers will strengthen
- New employment opportunities will be created
- This initiative will also accelerate economic activities in rural and semi-urban areas.
Food tourism will get a new dimension
The government's strategy is also to link ODOC with tourism. Now when a tourist goes to any district, tasting the famous dishes there will also be an important part of his trip.
This will promote food tourism and strengthen the cultural image of Uttar Pradesh in the country and abroad.
75 tastes of 75 districts: some prime examples
Under the scheme, special dishes of each district have been identified, which include:
- Agra: Petha, Dalmoth
- Mathura: Peda, Makhan-Mishri
- Ayodhya: Dahi-Jalebi, Kachori
- Gorakhpur: Litti-Chokha, Samosa
- Meerut: Rewari, Gajak
- Varanasi: Lassi, Banarasi Paan
- Lucknow: Chaat, Malai Butter
- Saharanpur: Honey based products
- Muzaffarnagar: Jaggery
- Unnao: Black Jamun, Kachori
Similarly, 75 out of 75 districts have been included in this scheme with their special identity.
Big step towards 'Taste of UP'
The government plans to take these dishes to the international market through better packaging and branding. If this initiative is successful, “Taste of UP” could become a global brand, just like Italy's pasta or Turkey's sweets.
The ODOC scheme is not just an effort to promote food, but it is a comprehensive strategy to link together the cultural heritage, local employment and tourism of Uttar Pradesh. In the coming time, this initiative can give a new impetus to the economy of the state as well as establish the taste of UP on the world map.
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