KARACHI: The horticulture export agency has opened a field office in Sargodha, the country’s main citrus-growing region, as part of efforts to revive declining exports and strengthen coordination with growers and exporters, said a statement released on Friday.
The Pakistan Horticulture Development and Export Company (PHDEC) inaugurated the office at the Sargodha Chamber of Commerce and Industry, saying the move would enhance on-ground support for the citrus sector and improve engagement with industry stakeholders.
The PHDEC held an orientation session attended by citrus exporters, growers, processors and representatives from research and government institutions. Industry participants welcomed the initiative, saying a permanent presence in the region would help resolve operational issues more quickly and support both production and export activity.
The chief executive officer of PHDEC said citrus remains one of Pakistan’s most important fruit crops, but exports have weakened in recent years due to market access constraints, limited varietal diversity and external trade disruptions. The new field office aims to help reverse that trend by supporting market development, addressing issues in existing export destinations and improving coordination with provincial departments and industry players.
Exporters and growers used the session to call for the introduction of commercially viable, late-season mandarin varieties such as Morquat and Wugan, citing a global supply gap between April and August that could allow Pakistan to extend its export window and access higher-value markets.
Participants stressed that the introduction of new varieties should be guided by market research, expert input and adaptability trials to ensure suitability for local conditions and international demand. They also highlighted the need for broader stakeholder consultation before launching sector-wide interventions.
The meeting also focused on opportunities for value-added citrus products, including processing lower-grade fruit, which accounts for a significant share of output. Industry representatives said greater value addition could reduce post-harvest losses and improve export competitiveness, and called for closer collaboration with universities and research institutions.
Dr Muhammad Azeem Khan, consultant agro at PHDEC, said the organisation is already working on the multiplication of existing germplasm and the introduction of new varieties based on expert recommendations. He said PHDEC would ensure comprehensive stakeholder consultations throughout the process.
PHDEC said the Sargodha field office will act as a coordination hub linking local stakeholders, provincial departments and trade missions abroad, and will support upcoming sector-focused trade promotion events in collaboration with the Punjab government.
