Karachi, April 15, 2026 — The Pakistan Horticulture Development & Export Company (PHDEC) organized a technical webinar focusing on value addition in the floriculture sector, emphasizing opportunities to transform commercial flowers into high-value export products.
The session, featuring an expert from the Horticulture Research Station Pattoki, highlighted that the global floriculture market is valued at $43 billion, presenting significant growth potential for Pakistan. Participants were informed that floriculture offers higher returns per unit area compared to traditional crops like sugarcane and rice.
The expert pointed out that post-harvest losses in fresh flowers range between 20% to 40% due to their perishable nature. However, value-added products can extend shelf life from six months to up to 1.5 years, reducing waste and improving profitability.
The webinar also revealed a substantial gap between Pakistan’s export potential and actual performance. Processed flowers have an export potential of $1.5 million, with only $0.3 million realized, while essential oils and live plants also show significant untapped export opportunities.
Participants were briefed on various value addition techniques, including premium packaging, decorative arrangements, and drying methods such as air drying, freeze drying, and glycerin preservation. These methods can produce long-lasting products like potpourri, floral crafts, and decorative items.
Special emphasis was placed on essential oils and aromatherapy products derived from flowers such as rose, jasmine, lavender, and chamomile. The United States was identified as a key market with strong growth potential.
The session also explored emerging segments like natural pigments, nutraceuticals, cosmetics, floral teas, and edible flower products, along with the growing potential of floral tourism as an additional revenue stream.
PHDEC concluded the webinar by stressing the need for investment in processing technologies, packaging solutions, and export-oriented supply chains, reaffirming its commitment to supporting the growth of Pakistan’s floriculture industry.
