LAHORE:Muhammad Naseer, Chief Executive Officer, Pakistan Horticulture Development and Export Company (PHDEC), Sunday held a meeting with Shakeel Ahmad Mian, Punjab Secretary Agriculture, to discuss the development of Pakistan’s horticulture sector, particularly the Horticulture Expo proposed and planned by PHDEC in Lahore in March 2027.
During the meeting, the CEO highlighted the strategic importance of Punjab in Pakistan’s horticulture and export landscape, noting that the province contributes approximately 70pc of the raw material used in the country’s fruits and vegetables export trade. He emphasised that Punjab’s growers, processors, exporters and other stakeholders need greater exposure to international markets and more opportunities to interact directly with global buyers.
The CEO said that the proposed Horticulture Expo in Lahore would provide an important platform to bring together international buyers, importers, growers, processors, exporters, technology providers and other stakeholders, creating new business linkages and showcasing Pakistan’s horticultural potential. The secretary acknowledged the importance of the proposed Horticulture Expo and assured department’s full support for its organisation in March 2027, recognising its potential to provide greater international exposure to Pakistan’s horticulture sector. The CEO also briefed the Secretary Agriculture on PHDEC’s upcoming initiatives to improve the quality, marketability and export potential of horticultural products. These include the promotion of fruit bagging, improved production and post-harvest practices, support in necessary infrastructure for value addition, B2B meeting for major products such as guava, mango, citrus, onion, mix vegetables and dates.
He shared that PHDEC is developing comprehensive product reports on major horticultural commodities, covering production, geographical concentration, market potential, export opportunities and key constraints. Emphasising the importance of reliable and updated horticulture data, the CEO requested the Agriculture Department’s support in identifying major production hubs and compiling production data for different horticultural commodities across Punjab. He noted that accurate data on production areas, volumes and available products is essential for effective export planning, connecting international buyers with production clusters, identifying investment opportunities and promoting value addition.
The Secretary Agriculture assured full support from the Agriculture Department in providing the required data in the desired format regarding horticultural products and production areas. He also nominated a focal point from the Agriculture Department for further coordination and collaboration with PHDEC, facilitating the collection and sharing of relevant information. “If we want to connect our farmers and exporters with international markets, we must first have a clear understanding of what we produce, where we produce it, and what quality and quantity is available. Reliable data is the foundation of meaningful planning and export development,” the CEO observed.
The CEO also highlighted PHDEC’s ongoing awareness and capacity-building sessions in different regions, aimed at improving stakeholders’ understanding of international market requirements, export procedures, quality standards, post-harvest practices and market opportunities. He invited the Punjab Agriculture Department to formally collaborate in these activities, with PHDEC focusing on international markets, export requirements and buyer expectations, while the Agriculture Department can lead on production-side matters, farmer outreach and improved cultivation practices.
In response; the Secretary Agriculture appreciated and welcomed PHDEC’s initiatives and offered the Agriculture Department’s support in collaborating with PHDEC in its awareness and capacity-building sessions and emphasized the importance of coordinated efforts to ensure that stakeholders benefit from both production-side guidance and market-oriented knowledge. The meeting concluded with a shared commitment to strengthen collaboration between PHDEC and the Punjab Agriculture Department and to join hands for better horticulture, improved quality, stronger market linkages and enhanced exports. Both sides recognised that closer federal-provincial coordination can help bridge the gap between production and international markets, creating greater opportunities for farmers, businesses and the national horticulture sector.
