Western companies could learn a thing or two about green marketing from their Indian counterparts, says Karan A Chanana of Indian rice company Amira Foods. Indian companies aren't afraid to explain their products' environmental and social benefits, and to price them accordingly, Chanana says. "We have coined the phrase 'food connect.' ... Our phrase says that from the farmers we buy the produce from, all the way to our consumers, there is a connection," Chanana says.

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