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The recent surge in the affinity for a jack tree is nothing short of a ghar vapasi or happy homecoming of a fruit tree. Jack tree, which is supposed to have originated in the Western Ghats bordering Kerala, moved beyond homeland to various countries of the world, acquired varietal wealth and commendable taste diversity, and now comes back home with added vigor and improved acceptance. When the whole world takes up the issue of food security and brainstorms to identify viable projects, jackfruit which can rightly be considered food growing on trees deserves special attention. Jack fruit is of great potential as a food item because many are the dishes that can be made from it, each with a distinct nature and taste profile. The same is the case with value addition in its tender, mature and ripe stages. Moreover, it has been accorded the enviable status of the ‘state fruit’ in Kerala, its homeland. When voluntary agencies and various organizations compete in showering praises upon this heritage fruit, jackfruit acquires a unique never-before glamour. Every homestead of Kerala used to have at least one jack tree and the familiar practice had been to classify them into two broad categories-hard and soft- accommodating within both folds numerous varietal variations. Indeed there had been jack trees in the homesteads of Kerala long since and they served a hardly noticed role in the biodiversity of the state apart from bearing hundreds of fruits of which the major share got the wasted year after year. But this great tree deserves a lot more attention in the current phase of renewed interest. If every homestead of Kerala had a jack tree by default so far, we will have to switch over to either intense or semi intense mode of cultivation in these changing times. It is possible these days to choose from diverse patterns of spacing which start from 10 feet each between trees and rows (10 X 10) to 30 feet between trees and rows (30 X 30). Though the latest arrival in varieties, Jack Vietnam Super Early, is comparatively small in size, it is a real wonder in terms of income and taste. This variety is believed to have originated in Thailand as a result of mutation. It starts bearing after the very first year of planting and bears twice a year in two different seasons. Though the yield in the early years comes just around 100 kilograms, the subsequent performance is still more promising with a gradual increase to 200 kilograms per tree taking the total yield from an acre to 40 to 65 tonnes provided 430 trees are planted in an intense mode of cultivation. Experts in matters related to jack trees demand several other changes in the approaches of growers. If the customary approach had been to have any jack fruit tree in the homestead, we will have to move to variety-specific and product-specific cultivation. Positive varietal features and market demand for various value-added products have to become the key factors demanding attention from the growers’ perspective. Our primary focus has to fall upon introducing jack fruit and its value-added products under a variety of linked branding. The next focus is to fall upon introducing value-added products as specific brands based on the variety from which they are made. For example, varietal names such as J33, Dang Surya, Jack Vietnam Super Early, Pathamuttam, Sindoor, etc., should become a part of the brand names under which products are made and marketed. Such an initiative enables the consumer to take informed and accurate decisions while purchasing and entitles better income for the producers.