PAKISTAN’S HORTICULTURE SECTOR
Agriculture is the prime sector of Pakistan’s economy as Pakistan is endowed with vast and diversified agricultural resources on account of its fertile land, well-irrigated plains and varied weather. It contributes 26 percent to the GDP, employs 44 percent of country’s workforce while substantially contributes to export earnings. In rural areas major portion of the population (67.5%) directly or indirectly depends upon agriculture for their sustenance. Agriculture sector performance determines the country's GDP as major industries of Pakistan are agro-based.

Fruit, Vegetable & Floriculture Sub-Sectors

Fruits, vegetables and floriculture are important sub-sectors of the agricultural economy. Horticulture produce comes from all the four provinces, with Punjab being the largest growing area. The produce grown varies according to climate and soil quality. Approximate yearly production of fruits is 6.2 million tons and that of vegetables including spices 5.0 million tons. The important fruits include citrus 2 million tons, mango 1 million tons, dates 0.75 million tons and apples 0.5 million tons. In addition, there is a large variety of other fruits that are harvested around the year. Important vegetables and spices include potato, onion, tomato, chillies, garlic and a large variety of leafy, root and other crops. In recent years, the floriculture industry has significantly emerged as a viable non-traditional produce, particularly, in the urban centers of the country. A large number of flowers and foliage plants are now being grown for ornamental purposes.

POTENTIAL OF HORTICULTURE IN PAKISTAN
can be gauged by international export figures of fruits and vegetables alone that stood at
US $ 67.78 billion in the year 2000, while exports of only worth US $126.3 million were made from Pakistan (Source: United Nations Food and Agriculture Organization), with farm gate value of approximately US $ 2 billion in the same year. Some of the fruits grown have great potential for exports which are available in volumes, varieties and are of rich flavor such as mangoes, citrus mandarin (Kino), grapes, dates and apples. Other prominent fruits that have enormous export potential are plums, pears, guava and loquat. Among vegetables, potatoes and onions are vastly grown in Pakistan, holds a large global market because of its competitive advantage due to superior variety, volume and price.

Horticulture related processing industry is yet an area, which has tremendous export potential. The demand of processed food is high in the export markets, while in Pakistan hardly 2% of total fresh fruits and vegetables move into the processing channel.

PAKISTAN HORTICULTURE DEVELOPMENT AND EXPORT BOARD (PHDEB)
Pakistan Horticulture Development and Export Board (PHDEB) have been established due to enormous potential as against relatively insignificant contribution of Pakistan’s horticulture products in the global market. In the absence of a single ministry or institution responsible for development at all levels of the horticulture value chain it was considered important to set-up PHDEB to uplift this sector, especially to manage in the face of globalization and WTO regime.

VISION STATEMENT
PHDEB envisions a vibrant, dynamic open and market driven horticulture sector, which transforms into a resilient and sustainable sector, responsive to the challenges of globalization.

MANDATE
The over all mandate of PHDEB is to promote, regulate, co-ordinate and enhance the export of horticulture products for the economic well being of all the stake holders in the horticulture value chain. PHDEB's main thrust is to introduce Pakistan to the high-end international markets through strategic initiative efforts along with integrated interventions and facilitation in all the sub-sectors of the value chain.

OBJECTIVES
The primary objective of PHDEB is to address and resolve problems and issues of the Pakistan horticulture sector through long term and timely interventions aimed at improving quality at key areas of the horticulture value chain, ultimately leading to a substantial increase in exports from Pakistan. Some of the main areas of intervention include:

FUNCTIONS
PHDEB provides support to the stakeholders from pre-harvest to post harvest, marketing and beyond, as to under pin export of Pakistani products. Some of the main functions of PHDEB are:

POLICY & REGULATORY FRAMEWORK

Enabling Environment
At the macro level PHDEB’s mandate is to create a conducive environment for the business community through uniform policies and enabling simplified legal procedures and effective institutional support.

Quality Standards
Under the WTO regime quality of the products will be of paramount importance for penetrating into the international markets. PHDEB under its mandate is responsible for designing and implementing quality standards in terms of variety, size, colour, appearance and taste of the produce and to define specifications for packaging and labeling. Based on these standards, PHDEB will assign a grade to each export consignment, as it would become mandatory for all the exporters to go through the process of grading and obtain quality certification. Substandard produce will not be allowed to leave the ports under any circumstances. Quality ensuring measures would bring many advantages including:

MARKETING

Publicity, Promotion and Marketing Linkages
PHDEB conducts marketing and promotional activities such as:

Diversification of Export Markets
PHDEB carries out its marketing activities not only to boost exports in the existing markets but also introduce the products in non-traditional markets. In this regard, PHDEB seeks long term trade arrangements with the governments of the importing countries in order to ensure sales in the future. PHDEB also works with international companies to market products worldwide.

Brand Development
PHDEB is working towards creating an umbrella brand to market citrus and mango initially under that brand. More fruits and vegetables will be brought under the umbrella cover later such as melons, dates, potatoes and onions. Exporters will be encouraged to market their product under this brand name. PHDEB will take the responsibility of promoting this brand through advertisements, promotional schemes, international seminars etc. A targeted international marketing campaign will be launched in different countries for different products.

Support Services

Establishment of Infrastructure including Cool Chain System
The provision of effective infrastructure is imperative for the development of this sector. Access to industrial support areas such as dry ports, export zones, transportation hubs, etc. is essential for the economic growth. For a thriving horticulture sector, cold storage facilities are fundamental for cost-effective marketing of perishable produce as they reduce post harvest losses and minimize health risks. Cold storage facilities increase the shelf life of the product to make products available for longer time at sale windows. PHDEB undertakes analytical studies and provide recommendations and necessary support to the relevant institutions in its implementation.

Up-gradation of Processing & Allied Industry
PHDEB aims at developing the fruit and vegetable processing and allied industry on a sound footing by helping to overcome the conceptual, technological, operational and administrative impediments. Such interventions would ensure and amplify the horticulture sector potential and viability to grow and contribute its due share towards the national economy. Technical and technology transfer is also carried out through technical collaboration, joint venture arrangements and foreign investment.

Research and Development
PHDEB collaborates with various research institutions to assist companies in providing technical and marketing support in line with the latest techniques, developments and changes occurring in the international trade. These would cover product based data, country information on trade, procedures and regulatory information, etc. PHDEB also assists in pre/post harvest activities such as developing new varieties that are popular world-wide, increasing yield of existing varieties and bringing uniformity in the produce, grading & packaging, orchard management, etc.

Information Dissemination
Information dissemination is one of the key goals of PHDEB. This is aimed at providing all types of information including practical information on international trade, marketing, rules and regulations, standards, results of research studies, management techniques, latest technologies, etc. To achieve this goal, PHDEB has developed a web-based Information Network to provide information services and value-added support to the clients. This initiative is envisioned to become the largest and most comprehensive (one-stop-shop) source of horticulture related information and e-commerce portal in Pakistan.

PHDEB has opened Front Desks that can be accessed for assistance by companies or individual businessmen. The Front Desk staff is equipped with all the technical documentation, access to internet and has the backup support of highly experienced professionals to provide maximum relevant information regarding the queries of the clients.

Human Resource Development
PHDEB is proactively involved towards the development & enhancement of not only technical skills but also administrative and managerial skills of horticulture sector entrepreneurs (growers, processors, exporters) so that the industry is capable of responding swiftly and effectively to business opportunities, especially in the era of globalization trade and WTO regime. The technical skill of the workforce is upgraded through exposures to latest technologies and practices to ensure the industry competitiveness and market share. This is done through training programs, seminars, workshops and awareness campaigns.

Institutional Building
PHDEB develops capacity of supporting institutions, both government and private, such as chambers and associations through donor supported projects & programs so that there is effective implementation of the overall development plan. Formation of farmer co-operatives and voluntary groups is another integral part of PHDEB’s mandate to attain important outputs such as:

Networking
PHDEB acts as a facilitator of networking process which involves networking among enterprises, support institutions and policy makers, creating marketing linkages between entrepreneurs and large industries and connecting with other markets at the national and international levels. PHDEB keeps a close liaison with trade promotion organizations, associations and donors both at the local and international levels to meet the cherished goal of enhancing horticultural productivity.