Pakistan Horticulture Development &

Export Company (PHDEC)

• Established in 2003 as PHDEB & converted into
a Company under Section 42 of Companies
Ordinance - 1984 in July 2009

• Board of Directors for policy guidelines &

professional management team for operations

• Mandated for enhanced horticultural exports

Operational Divisions
A. Technical
i) Facilitation & Support on international compliances for
food quality & safety
ii) Capacity building of stakeholder through trainings &
technical assistance
iii) Product Development & Certifications

B. Marketing
i) Market Intelligence
ii) Product & Market Diversification
iii) Linkages Development

C. Business Development
i) Supply Chain Infrastructure
ii) Value Addition
Pakistan Horticulture Sector
 Horticulture contributes 12% in Agriculture GDP

 Predominantly small farms sector

 High potential for value addition

 High value cash crops thus main source of subsistence living

especially in rural areas

 Important source of foreign exchange through exports

 Labour intensive thus provides job opportunities in rural areas

 Main source of nutrition for the poor masses

Horticultural Production and Export 2008-09
Commodity Production Export Exported
(000 MT) (000 MT) %
Citrus 2,395 363 15.16
Mango 1,875 86 4.59
Date 575 122 21.22
Guava 550 00 00
Apple 459 02 0.44
Banana 165 84 50.91
Other fruits 1,161 23 1.98
All fruits 7,180 680 9.47
Potato 2,540 246 9.69
Onion 1,975 122 6.18
Other vegetable 3,345 199 5.95
And Condiments
All vegetables 7,860 567 7.21
Total fruits 15,040 1,247 8.29
&vegetables
Horticultural Exports 2009-10

Total US$ 365 Millions Source: FBS

6
Pakistan Ranking in Horticulture
Production & Exports
Commodity Production Export

Citrus (Kinnow) 10th 10th

Mango 4th 6th
Dates 4th 2nd
Potato 27th 18th
Onion 4th 33rd
Market/Country Specific SPS
Requirements
Market Products Issues Requirements
China Citrus, Mango Fruit Flies Cold treatment for citrus &
HWT for mangoes
Iran Citrus, Mango Fruit Flies Cold treatment for citrus &
HWT for mangoes
Philippines Citrus Fruit Flies Cold treatment
Jordan Mango Fruit Flies Hot Water Treatment
Lebanon Mango Fruit Flies Hot Water Treatment
USA Mango Fruit Flies Irradiation treatment
Australia Mango Fruit Flies Irradiation treatment

Japan Mango Fruit Flies Vapour Heat Treatment

 Strategy
MARKETING

- FOREIGN INVESTMENT/JVs
REGULATORY POLICY - INTERNATIONAL MARKETING
-PRE-SHIPMENT INSPECTION - BRANDING/PROMOTION
- INCENTIVE POLICY ACROSS ALL - OVERSEA OFFICE
AGRI PRODUCTS
FTAs/PTAs
- CERT. SEED/PLANTS STANDARDS
INFRASTRUCTURE - QUALITY STANDARDS
- TRADE POLICY/OTHER PROJECTS -FOOD STANDARDS/ TESTING
LABS
- VALUE ADDDITION
- COLD CHAIN SYSTEM/LOGISTICS
- IMPROVISED TECHNOLOGY
- MODERN WHOLESALE MARKETS
- Horticulture Policy
PRE-HARVEST -CERTIFICATIONS
- Institutional Linkages
EUREPGAP
QUALITY SEEDS/PLANTS
- Capacity Building/BDS
R&D/AWARENESS PROGRAM - Market Information
TECHNOLOGY MANAGEMENT - Product Based Strategies
 Achievements
Country Specific SPS Compliances (Approved units)
Country Mango Kinnow Total
Russian Federation 25 25
China 03 09 12
Philippines 09 09
Iran 03 22 25
Jordan 01 01
Support for International Certifications
Certification Mango Kinnow Total
Global GAP 18 14 32
HACCP 06 41 47
BRC 03 06 09
Capacity Building (Growers, Processors, Exporters)

Train the Trainer 05

Beneficiary Trainings 152
Field Demonstrations 80
Export Coaching programs 02
Marketing
Mango Supply Chain Management (ASLP), Australia
• Best Practices Export Supply Chains, Farm to Fork 02
• Best Practices Export Trial Shipments (Malaysia) 01
• Field Trainings and Demos on Best Practices 20
Medicinal Plants – MINFA
• Geographical Mapping 08
• Field Demonstrations 08
• HACCP Certifications 01
• Export Marketing Study 01
Agribusiness Development Project – (ADB/MINFA)
• Formulation of 04 Provincial Horticulture Policies
• Training of 200 master trainers in management Technical courses
• 308 entrepreneurs trained in Agribusiness Management, WTO Regulations,
Export Procedures & Supply Chain Management
• 591 persons trained in Technical courses
Marketing
Access to New Markets
• Italy (Mango)
• China (Kinnow & Mango)
• Revival of Iran market (Kinnow & Mango)
• Russian Federation (Kinnow)
• Ukraine (Kinnow)
• Czech Republic (Kinnow)
• Sri Lanka (Apple)
Marketing
Mango Promotion 2010
United Kingdom

London
Harrods:
Univeg:
Manchester-Introduction of Pakistani mango to higher end
market in Manchester
ASDA: Linkages with retail chain
Dublin
Introduction of Pakistani mango to Irish community
resulted in to a new market
Marketing
Netherlands
Introduction to Dutch higher end market especially of Sea freighted
mangoes to buying house Greenary
Iran
Recognition of Pakistani mangoes as second importable fruit in Iran
and development of commercial link with Arjumandi and Unifruiti.
USA
All related requirements for mango export to USA have been
streamlined in coordination with MoC, MINFA, USDA, APHIS and
Pakistan Embassy in USA.
Demonstration on Export Consignment
Mango Sea Shipments 2010 (UK)
Fruit Logistica 2010
Capacity Building
Capacity Building
Infrastructure Projects
PARAS Foods (Pvt.) Limited
Apple Grading Plant - Quetta
Haripur Collection Point
Loralai Collection Point
Khuzdar Collection Point
Khairpur Dates (PVT) Limited
 A private limited company established for the
Project
 EOI invited by Sind Board of Investment
from private investors
Thank you
 Interventions
MARKETING

- FOREIGN INVESTMENT/JVs
REGULATORY POLICY - INTERNATIONAL MARKETING
-PRE-SHIPMENT INSPECTION - BRANDING/PROMOTION
- INCENTIVE POLICY ACROSS ALL - OVERSEA OFFICE
AGRI PRODUCTS
FTAs/PTAs
- CERT. SEED/PLANTS STANDARDS
INFRASTRUCTURE - QUALITY STANDARDS
- TRADE POLICY/OTHER PROJECTS -FOOD STANDARDS/ TESTING
LABS
- VALUE ADDDITION
- COLD CHAIN SYSTEM/LOGISTICS
- IMPROVISED TECHNOLOGY
- MODERN WHOLESALE MARKETS
- Horticulture Policy
PRE-HARVEST -CERTIFICATIONS
- Institutional Linkages
EUREPGAP
QUALITY SEEDS/PLANTS
- Capacity Building/BDS
R&D/AWARENESS PROGRAM - Market Information
TECHNOLOGY MANAGEMENT - Product Based Strategies