Pakistan must implement modern production, processing and marketing methods into its produce sector if it wants to boost its kinnow mandarin exports, a leading grower-shipper this week told Pakistan's The News.
Ahmad Jawad, CEO of Harvest Tradings said Pakistan's growers and processors need to upgrade their facilities to produce fruit that meets international standards, meanwhile farmers must take greater control of their exports to maximise their returns.
So-called 'middlemen' – agents that buy growers' fruit to sell on to exporters for a profit – are stifling Pakistan's export growth, he said.
'Exports can be increased further if all stakeholders remove the role of the middleman and strengthen the farmers' input,' Mr Jawad is quoted as saying.
Pakistan is one of the world's top 10 citrus-growing countries, but its export volumes and revenues fall well below their potential, he said.
The government has introduced measures to support Pakistan's produce sector, but must do more, Mr Jawad added.
Authorities should declare horticulture a priority sector, and make efforts to improve the value chain and identify new markets, he said.
'The provision of effective infrastructure, such as dry ports, export zones, transportation hubs, is essential for export growth,' Mr Jawad is quoted as saying, adding that cold storage facilities are also vital for cost-effective marketing of perishable products.
In 2010/11, Pakistani kinnows – which were exported to over 25 different countries – generated some US$100m in revenue.
