Panaji, Goa | January 9, 2026

In a bid to promote modern and profitable farming among young Goans, the Goa government has appointed 32-year-old farmer Varad Samant as the state’s agriculture brand ambassador. Samant, whose journey from a reluctant cultivator to a high-volume vegetable producer has earned him accolades, will now play a key role in encouraging youth to take up agriculture as a viable and sustainable profession.

Chief Minister Pramod Sawant hailed Samant’s journey as a shining example of what agriculture can achieve when combined with innovation, mechanization, and supportive government policies. “For three consecutive years, we have procured his crops at ₹65 lakh, ₹60 lakh, and ₹58 lakh respectively. This was not because vegetables were brought from outside the state, but because he cultivated his own produce in Goa,” Sawant said, highlighting the scale and success of Samant’s work.

From Reluctance to Recognition

Samant’s entry into farming was unplanned. Despite being born into a farming family, agriculture was not initially on his career path. After completing a B.Com in 2012, he pursued other avenues, while his family focused on sugarcane cultivation between 2010 and 2014.

Curious about the possibilities of modern vegetable farming, Samant travelled to Karnataka and Maharashtra to study best practices. Returning to Goa, he began experimenting with cultivation on a modest 2,000 square metre plot, starting with bhindi (okra). The success of this initial venture encouraged him to expand his operations to other vegetables, including cucumbers, carrots, cabbage, and more.

“That was when I realized that vegetable farming is very much possible in Goa,” Samant recalled, emphasizing that proper planning, technique, and dedication can overcome traditional perceptions of farming limitations in the state.

Scaling Up and Making Profits

Today, Samant farms around 10 acres of land, blending traditional knowledge with mechanized farming techniques. His crops include cabbage, which has a 70-day cycle; carrots, which mature in 20 days; and watermelons, ready for harvest in about 60 days. Samant explained the profitability of his operations, noting, “If watermelon sells at ₹30 per kg, a farmer can earn around ₹6 lakh from 20 tonnes in just 60 days.”

His produce is primarily supplied to the Goa State Horticulture Corporation, which distributes vegetables and fruits to the public through its vendors. Annually, Samant delivers 70–80 tonnes of cabbage, 4–5 tonnes of carrots (sometimes up to 10 tonnes), and smaller quantities of bhindi and other vegetables.

Financially, Samant’s farming yields between ₹50 lakh and ₹60 lakh annually, with a net profit margin around 25–30%. According to the Chief Minister, Samant claimed that his net profit after expenses could reach ₹30 lakh annually. He employs 20–22 workers, emphasizing the employment potential of modern agriculture in Goa.

Role as Agriculture Brand Ambassador

Samant’s appointment as Goa’s agriculture brand ambassador is intended to inspire youth and promote sustainable farming practices. “When I started farming, I never imagined this honor. The Chief Minister recently contacted me and asked me to take up this responsibility of creating awareness about vegetable farming in Goa,” Samant said.

Officials noted that Sawant had visited Samant’s fields and was impressed by his crop management and innovative practices. Agriculture Director Sandeep Phaldesai said, “This appointment aligns with the government’s vision of making Goa self-sufficient in vegetable cultivation.” Under the Promotion of Vegetables with Assured Market scheme, the state aims to encourage local production and reduce dependency on imports.

As part of his new role, Samant will conduct training sessions, field demonstrations, and lectures across all talukas of Goa, showcasing practical methods for efficient, profitable vegetable farming. His work is designed to make agriculture appear aspirational to the youth, highlighting that farming can be modern, profitable, and scalable.

Government Support and Encouragement

Samant credits much of his success to government schemes and initiatives, particularly the assured price mechanismimplemented by the horticulture department. “For bhindi, farmers receive ₹50 per kg throughout the year. Such assurance is unavailable in most other states,” he said, highlighting the incentives that make farming a stable career choice in Goa.

Several young Goans have already been inspired by Samant’s journey. He mentioned Mahesh Goankar and members of the Verdikar family as examples of youth showing interest in farming after visiting his fields. Samant emphasized the importance of protecting agricultural land and warned that losing farmland would threaten food security in the state.

Changing Perceptions of Farming

Samant’s story challenges the widespread perception that farming in Goa is unviable or unprofitable. “With dedication and government support, anyone with land and water can take up farming and become self-reliant,” he said. Looking ahead, he highlighted the potential of mechanized and automated farming techniques, which are expected to expand opportunities after 2030.

Officials see Samant as a role model who can demonstrate that agriculture is not just a traditional occupation but a dynamic, innovative, and rewarding career path. His appointment reflects the government’s efforts to position farming as a modern, aspirational profession for the youth of Goa, leveraging technology, assured markets, and professional expertise to ensure sustainable agricultural growth.

With Varad Samant as the face of agricultural promotion in Goa, the state aims to reshape perceptions, inspire the next generation, and achieve self-sufficiency in vegetable production, making farming an attractive and viable choice for young entrepreneurs.