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By Alauddin Masood

Pakistan͛s efforts to boost the exports of its horticultural products (vegetables, fruits, fruit juices and
pulps) seem to be yielding positive results and the country͛s exporters are now eyeing to earn more
than half-a-billion dollars from this sub-sector during the current fiscal year. Pakistan earned $359
million from the export of fruits and vegetables in FY 2010 against $169 million in FY 2007, $202
million in FY 2008 and $233 million in FY 2009.

Despite modest growth in the export volumes in FY 2010, the export of fruits and vegetables are
estimated to have remained around 9 to 10 per cent of their total production in the country. Export
of horticultural products can be further increased through deeper penetration into new-found
markets and simultaneously trying to obtain higher per unit price through improved cosmetic
appearance and better packaging of these products.

Traditionally, Pakistan had been focusing on US, Europe, East Asia and Middle East for the export of
fruits and vegetables, but lately it has succeeded in exploring new markets in China, Russia, North
Africa, Central Asia and South Asia. By setting-up storage houses and facilities for grading and
packing of fruits and vegetables closer to the export points, the country can significantly enhance
the exports of these products to Afghanistan and other landlocked states beyond Afghan borders.

Pakistan is fortunate in having a great diversity in its soil and climatic conditions, which enables it to
grow different fruits like apples, almonds, pears, plums and cherries in winters; while in warmer
climates apricots, grapes, pomegranates and melons and in tropical or sub-tropical climates
bananas, mangoes, dates, guava and citrus grow in abundance. Export potential and volume of some
of Pakistan͛s major fruits are given below:

Kinnow: This year, for the first time, kinnow (citrus) exports from Pakistan crossed $100 million
against $90 million last year. With an area of 185,000 hectares, Pakistan produces around 2.1 million
tonnes of citrus fruit, occupying 13th position amongst some 100 citrus producing countries in the
world. By improving the cosmetic appearance of its citrus fruit, Pakistan can significantly increase
the export of kinnow (mandarin), which are in great demand in the international market due to their
special flavour and exquisite taste. However, fruit blemishes are one of the major impediments to its
sales in the European markets where attractive blemish-free fruits are desired by the consumers.
The markets that fetched great orders for Pakistani kinnow, this year, included: Middle East, Eastern
Europe, Russia, Ukraine and Central Asian states.
 Mango: Given the excellent taste, the demand for Pakistani mangoes and mango products is
constantly on the rise in overseas markets, particularly in China, UK and UAE. Currently, Pakistan is
the 5th top producer of mangoes in the world. The country earned over $61 million by exporting
130,000 tonnes mangoes during 2009. The quantity exported represented less than five per cent of
the total production of mangoes, which stands at 1.7 million tonnes, in the country. The experts
believe that there exists a huge potential to export some 35 to 40 per cent of the total production of
mangoes, which was over and above the domestic demand. The major constraint to the expansion
of market for Pakistani mangoes has, till recently, been related to the country͛s inability to supply
competitively priced, high quality mangoes in a significant and consistent manner, in keeping with
demands of the supermarket chains.

Dates: Pakistan is the fifth top producer and exporter of dates, with some 10 per cent share in the
global production. Whereas some 90 per cent of the total production comes from the top 10 date
producing countries, the top five date producing countries, namely: Iran, Egypt, Saudi Arabia and
Pakistan, alone contribute some 60 per cent to the world production of this fruit.

Despite its ranking among the top five date producing and exporting countries, the status of dates͛
industry in Pakistan is at a cottage level, unable to process even one-third of its total annual
production. That explains why the country could export only some 11 per cent of its total production
of dates, earning over $30 million annually in foreign exchange.

There are reportedly 900 ways and forms, including different stages of the maturity of this
wonderful fruit, in which dates are used and consumed. As the wastage in this fruit in almost zero,
there is a big list of dates͛ by-products such as vinegar, pickles, date ketchup/sauce, etc.

Out of 13.67 million tonnes of annual production of fruits and vegetables in Pakistan, about 30 per
cent is lost during pre and post-harvest stages due to primitive and poor techniques of handling. It is
believed that the improvement in the harvest management infrastructure for horticultural products
will not only help reduce the harvest losses, increase production surplus and also the shelf-life and
quality of fresh produce, but would also greatly contribute to stabilising the prices in domestic
markets and substantially boost exports.

Despite Pakistan͛s immense potential in fruits and vegetables, the country has not so far been able
to capture the international market commensurate to its potential. However, Pakistan can appear as
one of the leading exporters of fruits and vegetables if it pays attention to packaging, grading,
quarantine and quality control. It may be pertinent to mention here that many exporters still prefer
to export vegetables in bulk, whereas importing countries demand them in smaller packs of 5 and 10
kilograms.

Furthermore, a majority of growers are unaware about the ethics of domestic market as well as of
international trade due to which they cannot envisage the forthcoming demand of fruits. Therefore,
they are neither able to plan for future nor have the capability to acquire the requisite needs
compatible to the foreign market. Thus, there is a need for organising training programmes and
demonstrations on production-cum-marketing technology for attaining standard products.
Meanwhile, the government is encouraging farmers to opt for agriculture marketing, seed
production, processing of fruits, in addition to setting-up of agro export processing zones. The
measures could give a substantial boost to the exports of fruits and fruit products.