Horticulture sector eyes $2b exports
Taking cue from the response of international clients in the recent food exhibition, FoodAg 2025, the horticulture sector is outlining a three-year plan to boost the country's fruit, vegetable, and value-added exports from $700 million to $2 billion.
Addressing a press conference at the PFVA office, Waheed Ahmed, Patron-in-Chief of the Pakistan Fruit and Vegetable Exporters, Importers and Merchants Association (PFVA), said the Pakistan Horticulture Development Company and the Trade Development Authority will work together to strengthen the agricultural economy and achieve the $2 billion export target. The development company includes representation from the agriculture sectors of all four provinces and Gilgit-Baltistan.
Speaking on the occasion, Shehryar Taj, Secretary of the Trade Development Authority, said that the Food and Agriculture Exhibition held in November delivered strong results, generating orders worth $35 million. "For the first time, Pakistan received export orders from the United Kingdom, Germany and Oman," he said.
The exhibition played a key role in showcasing Pakistan's agricultural potential to the world, he added. This year, 25 fruit, vegetable and value-added exporting companies participated, while buyers from 35 countries expressed interest in Pakistani produce and value-added items.
Speaking to The Express Tribune, Ahmed said "the strategy focuses on building a complete ecosystem for production, processing, and global marketing." He said Pakistan cannot increase its export footprint without developing an integrated structure that links agricultural production, value addition, compliance, and international outreach. He emphasised that product development, processing capacity, new varieties, and a coordinated marketing plan must progress simultaneously for the sector to achieve scale.
Ahmed noted that horticulture is primarily a provincial domain and requires active engagement from all provincial departments. He highlighted that the newly established Pakistan Horticulture Development Company, operating under the Ministry of Commerce, includes representation from all provinces as well as academia. This coordination, he said, is essential for a unified national strategy.
Taj said that FoodAg Pakistan 2025 not only highlighted the true potential of this sector globally but also opened new avenues for cooperation, partnership and sustainable growth in the fruit and vegetable industry. He said the quality, capacity and global compliance of Pakistan's horticulture sector were once again proven through this event.
Ahmed underscored the need to strengthen small and medium enterprises (SMEs), calling them the backbone of Pakistan's horticulture value chain. He noted that recent exhibitions and trade shows have demonstrated the strong potential of smaller firms, many of which have begun entering international markets for the first time.
He added, however, that Pakistan's corporate sector has historically shown limited interest in horticulture exports due to the risks associated with perishability, climate variability, and compliance requirements. While large companies have expanded into dairy and other agricultural processing areas, they remain hesitant to invest in fruits and vegetables.
Ahmed said this could change in the coming years as increasing demand, higher margins, and improved cold-chain infrastructure make horticulture more attractive for corporate investors.
The PFVA's three-year plan focuses heavily on new varieties, product diversification, and industrial-scale processing. Ahmed said the roadmap includes the development of new citrus varieties, as well as growth in avocado, garlic, and banana production.
On the value-added side, Pakistan plans to expand its portfolio through mango pulp, apricot concentrate, kinnow concentrate, date syrup, fruit beverages, tomato paste, guava products, and other processed items. According to Ahmed, value addition is essential for reaching the $2 billion target, as fresh produce alone cannot generate the required volume or margins.
He said value-added manufacturing has accelerated in recent years, with the number of processing companies increasing from just a few players to more than a dozen. Pakistan's juice, concentrate, and pulp industries are also expanding, enabling greater export potential. While several firms have long been involved in this space, new entrants are rapidly emerging, broadening the country's export base.
Ahmed added that with coordinated federal-provincial planning, stronger SME engagement, and rising investment in value addition, Pakistan is well-positioned to transform its horticulture sector.