Pura Vida, meaning "Pure Life", is the annual flagship event jointly organized by Action for Social Advancement (ASA) and Ploughman Agro Private Limited (PAPL) to promote regenerative and organic agriculture. The event serves as a collaborative platform bringing together farmers, Farmer Producer Organizations (FPOs), researchers, development practitioners, businesses, policymakers, and sustainability leaders to exchange knowledge, showcase successful field practices, and explore innovative market-led solutions. Through field immersions, expert discussions, exhibitions, and networking opportunities, Pura Vida accelerates the adoption of regenerative and organic farming practices, strengthens sustainable value chains, and contributes to a healthier environment, improved farmer livelihoods, and a more resilient agricultural future.
