KARACHI: Building on strong interest generated at the recent FoodAg Pakistan 2025 exhibition, Pakistan’s horticulture sector has announced an ambitious three-year strategy to boost fruit, vegetable, and value-added product exports from the current $700 million to $2 billion.
According to Waheed Ahmed, Patron-in-Chief of the Pakistan Fruit and Vegetable Exporters, Importers and Merchants Association (PFVA), the newly formed Pakistan Horticulture Development Company—operating under the Ministry of Commerce with representation from all provinces and Gilgit-Baltistan—will work with the Trade Development Authority of Pakistan (TDAP) to build a unified national approach aimed at achieving the target.
According to TDAP Secretary Shehryar Taj, the Food and Agriculture Exhibition held in November, generated $35 million in orders and, for the first time, secured export deals from buyers in the United Kingdom, Germany, and Oman. He said the event showcased Pakistan’s untapped agricultural potential, with 25 companies participating and buyers from 35 countries expressing interest in fresh and value-added products.
According to the Express Tribune, quoting the PFVA Patron-in-Chief, the three-year strategy focuses on creating a complete ecosystem—linking production, processing, compliance, and international marketing.
He said Pakistan cannot expand its export footprint without an integrated structure, and stressed the need for product development, new varieties, processing capacity, and coordinated global outreach.
Horticulture remains a provincial subject, making provincial coordination crucial. The inclusion of academia and provincial representation in the new development company, Waheed Ahmed said, will help align national strategy with on-ground realities.
According to Shehryar Taj, FoodAg Pakistan 2025 has opened new avenues for international cooperation, demonstrating the sector’s quality, capacity, and global compliance.
Horticulture sector experts emphasise the role of SMEs, calling them the backbone of the horticulture value chain. Many small and medium exporters have made their international debut through recent trade exhibitions.
However, Pakistan’s corporate sector has historically avoided horticulture due to risks associated with perishability, climate challenges, and compliance barriers. Ahmed expects this trend to shift as demand grows, margins improve, and cold-chain logistics become more reliable.
The PFVA’s roadmap places significant emphasis on new high-value crop varieties, including citrus, avocado, garlic, and banana. On the value-added front, Pakistan plans to expand exports of products such as mango pulp, apricot concentrate, kinnow concentrate, date syrup, fruit beverages, tomato paste, and guava-based items.
Value addition is essential for achieving the $2 billion target, as fresh produce alone cannot deliver the required growth. Pakistan’s processing industry has grown rapidly, expanding from only a handful of companies to more than a dozen active players in concentrates, juices, and pulps.
With stronger federal–provincial coordination, enhanced SME participation, and rising investments in processing, Pakistan is “well-positioned to transform its horticulture sector” over the next three years.
