Floriculture poised for bloom

From wedding garlands and celebratory bouquets to ceremonial showers for revered guests, the fragrant blooms of Pakistan's gardens touch every corner of daily life. Flowers are also the raw material for perfumes, essential oils, and decorative exports, making them a versatile and economically valuable resource.

Amid this rich floral culture, 28-year-old plant seller Qadir Shah tends to rows of young Gul-e-Dawoodi saplings glistening under the mild winter sun at a small nursery in Tarnab, Peshawar's floriculture hub.

Qadir, inherited the family business, is busy watering, trimming, and preparing thousands of plants ordered by educational institutions — including schools, colleges, universities — and public offices across Khyber Pakhtunkhwa for December's Gul-e-Dawoodi exhibitions.

With the annual flowers exhibition at historic Islamia College Peshawar around the corner, Qadir and his two helpers have little room for pause. "All the ordered stock will be ready by the end of this month," he says, brushing soil off his hands. "We even import Gul-e-Dawoodi saplings from Pattoki, Kasur district, to meet winter demand."

For Qadir, who inherited the business from his father, floriculture is not merely a source of income but a legacy of colour, determination, and hope. Rising transportation costs, increasing labour wages, and plant losses due to harsh weather have cut deeply into profits, he noted.

"If floriculture is declared an industry, it would change everything positively in K-P," he said. "The province has enormous potential for this vital sector. It can empower women and youth, and help Pakistan tap into billion-dollar global flower markets."

Experts agree that Pakistan's soil and climate are among the best in the world for ornamental plants. Yet, floriculture remains one of the province's most overlooked agricultural sectors.

Dr Abdul Rauf, Director General Agriculture Research K-P, explained that floriculture encompasses not just the cultivation of ornamentals, but also their marketing 1 from cut flowers and live plants to essential oils, fragrances, and medicinal by-products.

"In Pakistan, most flowers bloom during winter, when Europe and Central Asia are under snow," he said. "This gives us a natural competitive advantage, and our government must capitalise on it."

The returns are striking for many small farmers. While crops like potatoes or cherries earn Rs80,000-100,000 per kanal, flowers can fetch Rs 1.5-2 million per kanal — a potential economic windfall often overlooked by policymakers.

Global demand for cut flowers rises 10-15% annually. Yet, despite larger arable land, cheaper labour, and favourable climate, Pakistan has not captured even a fraction of this market. "Improved production technology and coordinated policies could change this," Dr Rauf stressed.

Dr Muhammad Naeem, former Chairman of the Economics Department at the University of Peshawar, said floriculture could transform rural economies, especially as traditional crops consume over 90% of the country's freshwater resources. "Flowers require significantly less water than sugarcane or rice and offer higher returns per acre," he said. "For small farmers, this is a game changer."

He added that floriculture creates job opportunities in value-added products such as perfumes, essential oils, and natural dyes, which can absorb women and youth into the workforce.

However, despite these advantages, the sector remains largely informal and underfinanced in K-P. Farmers face volatile prices and high spoilage due to inadequate cold storage and transportation. Many growers lack technical support to meet market demands or combat plant diseases.

This challenge is especially visible in Pattoki and Kasur, home to Pakistan's largest flower market. Most growers are small-scale and lack the capital to build climate-resilient greenhouses or adopt drip irrigation systems. "Climate change has made traditional farming riskier," Dr Naeem added. "Floriculture offers resilience, but small farmers must be supported to withstand climate shocks."

Experts emphasise the need for targeted policy action. Integrating floriculture into provincial agricultural strategies, incentivising private investment in cold chains, and forming public-private partnerships can dramatically boost yields and quality.

Strengthening extension services and providing specialised training can help growers meet global export standards. Digital platforms can connect them with buyers directly, cutting out middlemen and increasing profits.

"Pakistan stands at a crossroads," Dr Naeem said. "We can continue depending on water-thirsty, low-value crops or diversify into high-value, climate-resilient sectors like floriculture."

In Nowshera, 32-year-old Sumbal Riaz has built her own floral micro-enterprise from home. "I started with just a few pots," she said. "Now I earn a substantial income." Her young Gul-e-Dawoodi plants are transported to Tarnab, where they sell out quickly during winter.

Sumbal urges the K-P government to provide interest-free loans to help women entrepreneurs expand. "With a little support, many women can stand on their own feet," she said.

Muhammad Diyar Khan, Project Director of the Billion Trees Afforestation Project, said the K-P government is supporting climate resilience and youth entrepreneurship through such initiatives. "Green jobs have already been provided to thousands of women and youth," he said. "Floriculture can become another strong avenue for sustainable livelihoods."

From Peshawar to Kasur, and from Swat to Thatta, Pakistan's natural environment offers the canvas of a thriving floriculture industry waiting to bloom. With strategic support, rural communities may soon cultivate not just flowers, but a more prosperous future.