PHDEC and Punjab Agriculture Department Join Hands to Boost Horticulture Exports

The Pakistan Horticulture Export Development Company (PHDEC) and the Punjab Agriculture Department have agreed to strengthen cooperation to promote horticulture exports and improve market opportunities for farmers and businesses.

PHDEC Chief Executive Officer Muhammad Naseer held a meeting with Punjab Agriculture Secretary Shakeel Ahmad Mian in Lahore. During the meeting, both sides discussed the development of Pakistan’s horticulture sector and preparations for the proposed Lahore Horticulture Expo 2027.

Lahore Horticulture Expo Planned for March 2027

Muhammad Naseer highlighted Punjab’s major role in Pakistan’s horticulture and export sector. He said the province provides around 70% of the raw material used in the country’s fruit and vegetable export trade.

Therefore, he stressed the need to give growers, processors and exporters greater exposure to international markets. He also called for more direct interaction between Pakistani businesses and global buyers.

The proposed Horticulture Expo in Lahore will bring together international buyers, importers, growers, processors, exporters and technology providers. In addition, the event will create opportunities for business linkages and showcase Pakistan’s horticultural potential.

Secretary Agriculture Shakeel Ahmad Mian acknowledged the importance of the proposed expo. Furthermore, he assured the department’s full support for its organisation in March 2027.

PHDEC Plans New Export Initiatives

Muhammad Naseer also briefed the secretary on PHDEC’s upcoming initiatives. These measures aim to improve product quality, marketability and export potential.

Among other initiatives, PHDEC plans to promote fruit bagging and better production practices. The company will also support improved post-harvest handling and infrastructure for value addition.

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Meanwhile, PHDEC plans B2B meetings for major products. These include guava, mango, citrus, onions, mixed vegetables and dates.

The company is also preparing comprehensive reports on key horticultural commodities. These reports will cover production levels, geographical concentration, market potential, export opportunities and major sector challenges.

Focus on Reliable Production Data

Reliable and updated data emerged as another key area of discussion. Muhammad Naseer requested the Agriculture Department’s support in identifying major production hubs across Punjab.

In particular, he sought production data for different horticultural commodities. Accurate information can help PHDEC connect international buyers with production clusters.

Moreover, better data can support export planning and help identify investment opportunities. It can also guide efforts to promote value-added horticultural products.

Secretary Agriculture assured full support in providing the required data in the desired format. He also nominated a focal person to coordinate with PHDEC and facilitate the collection and sharing of relevant information.

Naseer said reliable data remains essential for effective export planning.

“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.”

Joint Capacity-Building Efforts

PHDEC also highlighted its ongoing awareness and capacity-building sessions in different regions. These sessions focus on international market requirements, export procedures, quality standards and post-harvest practices.

The CEO invited the Punjab Agriculture Department to collaborate formally in these activities. Under the proposed cooperation, PHDEC will focus on international markets, export requirements and buyer expectations.

At the same time, the Agriculture Department can lead production-side activities. These include farmer outreach and improved cultivation practices.

Secretary Shakeel Ahmad Mian welcomed the initiative. He also offered the department’s support for joint awareness and capacity-building sessions.

Stronger Coordination for Horticulture Exports

The meeting concluded with a shared commitment to strengthen cooperation between PHDEC and the Punjab Agriculture Department.

As a result, both sides will work toward better horticultural production, improved quality and stronger market linkages. They also aim to enhance Pakistan’s horticulture exports.

Overall, the officials agreed that stronger federal-provincial coordination can help bridge the gap between production and international markets. This approach could create new opportunities for farmers, businesses and Pakistan’s wider horticulture sector.