PHDEC opens new office

Moves to serve citrus hub, address export decline with regional office

KARACHI:

Pakistan Horticulture Development and Export Company (PHDEC) has formally inaugurated its Field Office in Sargodha Chamber of Commerce and Industries, Sargodha, marking a significant step toward strengthening on-ground support for Pakistan's citrus growers and exporters. A

ccording to a statement issued on Saturday, PHDEC held an orientation session at the SCCI to introduce the initiative and seek feedback from stakeholders. The session was attended by citrus exporters, growers, processors and representatives of relevant institutions.

Exporters including Al-Rafique International, National Fruit Factory, LEO Fruit and Citrus Asia said the office would help improve coordination, speed up issue resolution and ensure regular engagement with stakeholders at both production and export stages. The Sargodha Chamber of Commerce and Industry termed PHDEC's permanent presence in the region a timely intervention for the revival of Pakistan's citrus sector.

PHDEC's Chief Executive Officer said citrus remained one of Pakistan's most important fruit crops and had historically contributed significantly to exports. However, he noted that citrus exports had declined in recent years due to market access challenges, varietal limitations and external trade disruptions. He said the objective of opening the Sargodha field office was to restore and enhance exports through collaborative efforts, including opening new markets, resolving issues in existing markets and improving coordination with provincial departments and industry stakeholders.