GRASP • PAKISTAN

GROWTH FOR RURAL ADVANCEMENT AND SUSTAINABLE PROGRESS

Market Linkages Assignment

Final Report

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List of Acronyms

EU European Union

FAO Food and Agriculture Organization

FMC Farmers Marketing Collective

GAP Good Agricultural Practices

GDP Gross Domestic Product

GoP Government of Pakistan

GRASP Growth for Rural Advancement and Sustainable Progress

GSF Goth Seengar Foundation

ITC International Trade Centre

MoC Ministry of Commerce

PKR Pakistani Rupee

PPP Public Private Partnership

SEDF Sindh Enterprise Development Fund

SMEDA Small Medium Enterprise Development Authority

MSME Micro, Small and Medium Enterprises

SME Small and Medium Enterprises

SPS Sanitary and Phyto-Sanitary

STPF Strategic Trade Policy Framework

TDAP Trade Development Authority, Pakistan

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Table of Contents

1. Overview 4
2. FoodAg 2023 6
3. ITC Pavilion at FoodAg 7
4. Market Linkages 10
5. Annexures 12

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Overview
Pakistan is an agricultural country where 22.1 million hectares are effectively used in the
industry for producing hundreds of value-added products for local consumption as well as
exports. The project focuses on the rural areas of Sindh and Balochistan provinces and works
through targeted support to both the public and private sectors. One of the pillars for creating
sustainable market linkages is signing of 28 Letter of Intents (LoI) with Lead Firms of Private
Sector and through them passing on the benefit to farmers and small agribusinesses.
Poverty reduction in Pakistan is not possible without addressing the challenges and problems
faced by farmers and SMEs that are directly dependent on agri-value chains in less developed
districts especially of Sindh and Balochistan. Growth for Rural Advancement and Sustainable
Progress (GRASP) is an EU (European Union) funded project that will contribute to the
reduction of poverty through development of rural MSMEs by creating gender inclusive
employment, income opportunities and market linkages.
The project will contribute to the
achievement of the goals of the United
Nations 2030 Agenda for Sustainable
Development, generates sustainable incomes
and livelihoods especially for poor
households, by connecting enterprises to
regional and global markets and enables
small business trade success in developing
and transition countries by providing, with
partners, inclusive and sustainable trade
development solutions to the private sector,
trade and investment support institutions
(TISIs) and policymakers.

GRASP will help MSMEs in horticulture and livestock become more competitive by making
improvements at all levels of the value chain. The project has three main components:

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1. Improving the business environment for SMEs through building institutional

capacity and improving commercial and agricultural policy.
2. Improving climate smart production and enhancing quality of primary products
through support to clusters of producers and through support to agribusiness
service providers.
3. Increasing added-value and marketed volumes through farmer associations and
SMEs to improve management, increase access to finance for SMEs and
producers, apply sustainable technology to add value and improve quality and
reduce waste throughout the system.
The first deliverable/success of Market Linkages Assignment was signing of letter of intents on
13th July 2023. A ceremony for signing of letter of intents (LoIs) between the Lead Firms and
GRASP Project was held at Movenpick Hotel – Karachi. A number of Lead Firms representing
processors, exporters and retailers assembled to pledge their support for helping small farmers in
targeted districts of GRASP. The second deliverable was signing of contracts between farmers
and lead firms. Over 400 farmers benefited from direct contracts with buyers. In some cases
representatives of Lead Firms visited targeted districts and held direct meetings with farmers.
These meetings were concluding with signing of Letter of Intents between Lead Firms and
FMCs. The third deliverable of Market Linkages Assignment was drafting/writing of case
studies. This report is the final submission and concludes the assignment/project assigned.

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FoodAg – August 2023

Due to the imperative role of the agricultural products and food industry, Pakistan’s first
international food and agriculture trade exhibition was organized by the Trade Development
Authority of Pakistan (TDAP) with the name ‘FoodAg’ and the slogan called ‘Growing A
Sustainable Future’. This event was held at Expo Center Karachi from 10 th to 12th August 2023.
It was the first international standard event that showcased the potential of Pakistan’s dynamic
agriculture and processed food industry and provided a unique opportunity to visitors and
exhibitors through its networking and matchmaking avenues. As a common meeting place for
investors, exhibitors, and buyers under one roof, FoodAg enabled producers, importers, buyers,
exporters, retailers, and media personnel to meet and exchange ideas. It turned out to be the first
of its kind event which ensured the inclusion and participation of all value chains of the food
sector in Pakistan and reaped amazing results. Some of the key milestones are as follows.

 600+ buyers and foreign delegates attended FoodAg, representing 65 countries.

 200+ exhibitors showcased products to secure B2B orders from foreign buyers.
 Highly successful/visible ITC Pavilion - 46 exporting firms, SMEs & Startups.
 As per TDAP officials, export orders worth $410 million were negotiated/locked.
 A seminar on ‘Exporting Food Products to European Union’ conducted by GRASP team
and speakers included technical experts of the ITC Geneva office who briefed 300+ participants
on the EU’s packaging, technical, and regulatory compliance requirements.
 1-day investment conference attended by 1000 participants - organized by TDAP.

At FoodAg 2023, the consultant performed following two main assignments:

 Having a certain number of Lead Firms as exhibitors at ITC Pavilion so farmers can be
connected to them at the Trade Show
 Matchmaking and meetings of farmers from different districts with Lead Firms on ITC
Pavilion as well as those exhibiting on their own outside of ITC Pavilion
 Meetings of exhibitors at ITC Pavilion with foreign delegates and international buyers

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ITC Pavilion at FoodAg

International Trade Center (ITC) Pakistan office has been involved in many rural sustainability
and gender-inclusive trade promotion projects in the private sector as well as through Public-
Private Partnerships (PPPs). ITC aims to empower the agricultural rural sector by improving the
institutional and policy environment for small firms, supporting small-scale farmers and
producers in a holistic way, and boosting the competitiveness of small-scale firms. One of its
flagship projects is Growth for Rural Advancement and Sustainable Progress (GRASP), under
which farmers of selected value chains of Sindh and Baluchistan were trained for their technical
skills, capacity utilization, and commercial market linkages. In light of TDAP’s narrative of a
growing sustainable future, ITC GRASP found its vested interest to participate and enable its
agribusinesses and agri-tech startups to exhibit their products and services to international
audiences and establish market linkages.

ITC Pavilion was set up and 46 companies were sponsored for their trade promotion activities.
These companies pertain to selected value chains of ITC GRASP namely mango, banana, onion,
tomato, dates, livestock, and dairy. The core objectives of enabling these small firms to exhibit at
the ITC Pavilion at FoodAg were as follows.

 Build market linkages of SMEs and Lead Firms

 Connecting Farmers with Markets and Buyers
 Provide an opportunity to SMEs for showcasing their products

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 Help agribusinesses to get export orders and sell internationally

The prominence of ITC Pavilion at FoodAg was highly noticed by foreign buyers as well as
other participants of the event who not only visited pavilion but also interacted with ITC’s
exhibitors and inquired about their products for export orders. It was reported that total volumes
of negotiated orders for fresh produce at ITC Pavilion worth $3.5 million.

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Main Activities undertaken by GRASP at FoodAg

The snapshot of major activities planned and scheduled by ITC GRASP at FoodAg exhibition
are as follows.
1 Sponsored trade stalls of 46 agribusinesses and agri-tech startups along with their
merchandising and build-up of their complete stands.
2 Pitch Competition of Agri startups was
organized by the ITC GRASP team in which ___
number of companies participated and presented
their business plans to a jury consisting of
professionals from business and agricultural
disciplines.
3 Letter of Intent (LoI) signing ceremony
was conducted between ITC GRASP and SixB Food Industries at ITC Pavilion. This LoI was
signed to strengthen market linkages between farmers and Six-B.
4 Seminar on ‘Exporting Food Products to European Union’ which focused on technical,
regulatory, and packaging compliance of selling food products to the European Union. 300+
participants attended this session. Presentations delivered on following topics:

- Trade Market Information & Intelligence

- Food Safety Standards for Exports to the EU
- Climate Resilience Safe-guarding Agricultural Export
- Packaging & Marketing for Exports

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Market Linkages
There were linkages formed and documented between exhibiting lead firms and buyers and
similarly between farmers and lead firms. 36 forward linkages and meetings were documented
(Forms would be shared separately in annexures in a shared link). Many buyers interacted with
lead firms of mango, fresh and dried onion, and date powder. Potential export orders were
discussed along with exchange of product samples and business contacts of both parties.

In terms of market linkages between farmers and exhibiting lead firms, Mr. Ashraf from FAO
shared contact details of farmers from 53
villages of 11 districts of Sindh.
Collectively, 283 farmers from these areas
were representing 7 different value chains.
FAO organized their visit to FoodAg, and
our team devised a strategy for making their
market linkages in support with FAO. It
was mutually agreed that each lead farmer
who represented group of farmers in their village for a given value chain, to be taken to stalls of
relevant exhibiting lead firms according to farmers’ value chain.

In total, 51 market linkages were documented and acknowledged by both parties. The break-up
of these linkages value-chain wise are as follows.
No. of lead farmers connected
Value Chain Lead Firms
with Lead Firms
Q&N Flavors, LQ Foods,
Tomato 12
Vital Group
Lifonic, EasyFresh, United
Onions 10
King, Kevlaar
Mango 7 Lifonic, Roshan Ent, Imtiaz
Ent, Rishad Mateen &
Goondal Farms, FA

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International
Shah Traders, Nadeem
Dates 6 Traders, Hamid Dates,
Perfect Foods
Kevlaar, Sprout Bio, Rashdi
Banana 13
Farms
Fauji Meat, Organic Meat, Al
Cattle & Goat 3
Rasul Dairy, Macca Foods

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Annexure

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1. Rishad Mateen & Company – RMC

In 1986, Mr. Mateen laid the foundation of M/s Rishad Mateen & Co. (RMC) as a trading and
exporting firm dealing in fruit and vegetables. Currently Ms. Shazia Mateen leads the company
as its Managing Director. The company’s major business is trading of Banana, Mango, Oranges,
Onions and number of vegetables. RMC has one of the largest Mango hot water treatment plants
at Sabzi Mandi Karachi.

RMC was among the initial few companies that

decided to establish hot water treatment plant.
Use of hot water has been found safe and
effective in meeting the quarantine requirements.
It may be used in two ways i.e. hot water
treatment and vapor heat treatment (water is
passed over fruits in the form of heated vapors).

RMC signed a letter of intent with ITC GRASP Project dated 10 th October 2022. The LoI was
signed by Ms. Shazia Mateen (MD at RMC) and Mr. Robert Skidmore (Chief, Sector &
Enterprise Competitiveness at ITC). RMC buy fruits and vegetables from different districts of
Baluchistan & Sindh. Subsequent to letter of intent signing with GRASP Project, RMC has also
signed direct letter of intents with 5 different Farmers Marketing Collectives (FMCs) in Sindh
Province.

2. Goondal Farms
Gondal Farms located in District Mirpurkhas of Sindh Province
is well reputed name in agriculture produce since 1950,
especially for mangos production. Growing more than 16
varieties of mangoes with unique taste and superior quality. The
farm also cultivates other fruits such as Cheeko, Jamon, berry,
and Gavava. Their Sindhri Mango variety is highly in demand locally and globally
due to its color, taste and size.

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Gondal Farms was traditionally only in farming business. However, GRASP Project encouraged
them to go into value-added products and accordingly they displayed/exhibited at FoodAg held
at Expo Center (Karachi) in August 2023.

Gondal Farms is part of a Mirpurkhas based FMC constituted by GRASP Project. Gondal Farms
have signed letter of intents to supply directly from their farms to following Lead Firms:

 Rishad Mateen & Co

 Roshan Enterprises
 Imtiaz Enterprises

3. Lifonic – M/s Anjum Nisar & Co.

Anjum Asif & Co is incorporated under the laws of Pakistan. Mr. Anjum Nisar is CEO of the
company and is well-known person among the business
community. He is past President of Karachi Chamber of
Commerce & Industry (KCCI). Anjum Asif & Co. has its
registered head office in Karachi and business operations all
over Pakistan. They are already exclusive business partners
and distributors of multiple global brands in Pakistan They
have a robust nationwide distribution network. They are commercial exporters as well and aims
to build better linkages with SMEs of mango value chain of GRASP project in Sindh.
Looking at the adverse balance of trade situation of Pakistan, management of Anjum Asif & Co.
decided to setup an Exporting Firm in the name of Lifonic. Anjum Asif & Co. have firm plans to
expand business operations and start exports of canned fruits and vegetables. Their exclusive
business partnership with globally renowned Del-Monte Brand put them in a very good position
to export Pakistani fruits in Del-Monte’s packaging to number of global destinations where Del
Monte has coverage and market presence.

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4. Roshan Enterprises
Roshan Enterprises is an exporter of Fresh Fruits &
Vegetables working since 1984, our major export products
are Kinnow, Mango, Potato, Onion and other seasonal
Fruits & Vegetables. Roshan Enterprises is one of the best
leading Exporters from Pakistan. ROSHAN has established
highly equipped cold storage. After processing, storage facility and pre-cooling progression
makes the fruits and vegetable shelf life longer.

Subsequent to signing of letter of intent with the GRASP Project on 13 th July 2023, Roshan
Enterprises has also signed direct letter of intents with 5 different Farmers Marketing Collectives
(FMCs) in Sindh Province.

Roshan Enterprises has committed to get involved in training and skill development programs
for these local farmers. This will definitely improve the agricultural practices in the region. This
can lead to higher yields, better-quality produce, and increased income for farmers.

5. Imtiaz Enterprises
Imtiaz Enterprises is located at New Sabzi Mandi, Super Highway, Karachi, Pakistan. Imtiaz
Enterprises sources onion and other commodities like Mango, Tomatoes and Bananas from
several districts of Sindh and Balochistan and also procures from the New Sabzi Mandi
Superhighway Karachi.

The Mission of Imtiaz Enterprises is to be premier marketer,

exporter and worldwide distributor of fresh fruits & vegetables
products with major emphasis on onions and potatoes. We
succeed to differentiate ourselves not on size but for our
commitment to quality, customer services, and our ability to
respond positively to change

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6. Shah Traders
Established in 2001, Shah Traders is a family business that started with bulk and whole dates and
has since evolved into a leading exporter of fresh and dried dates. With a strong commitment to
quality, the company meticulously sources the finest dates from trusted suppliers, ensuring
superior taste and texture. Their fresh dates are handpicked at peak ripeness, while their dried
dates undergo a careful processing method to retain their natural sweetness.

Shah Traders was given a matching grant of PKR 2.5 million by GRASP Project. Furthermore
Shah Traders has agreed to sing a letter of intent with GRASP Project to directly buy from
Farmers Marketing Collectives of Dates constituted by GRASP Project.

Subsequent to signing of letter of intent with the GRASP Project on 1 3th July 2023, Shah
Traders has also signed direct letter of intents with 7 different Farmers Marketing Collectives
(FMCs) of Dates in Sindh Province.

7. F.A. International
F.A. International is incorporated under the laws of Pakistan. It has its registered head office at
Office # 802, 8th Floor, Landmark Plaza, Mohammad Bin Qasim Road, and Off I.I. Chundrigar
Road Karachi. It has its Onion processing facility near New Sabzi
Mandi Superhighway Karachi. F.A. International sources onion
and other commodities from several districts of Sindh and
Baluchistan and also procure from the New Sabzi Mandi
Superhighway Karachi.

In the meetings held between GRASP Project Team Members and

Management of F. A. International, it has been discussed that having short shelf life, most of the
mango varieties cannot be stored at low temperature (below 13°C) and it becomes very difficult
to export. Furthermore, importing countries like China and Iran have become very sensitive
regarding quarantine requirements against insect / pests and diseases, especially fruit fly.
Formerly, methyl bromide gas was used in fumigation but its use was abandoned due to higher
residual effects unsafe for human health and negative effects on fruit quality.

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8. Mukhtar & Sons

Mukhtar & Sons Dry Vegetable is leading manufacturer company
engaged in dry onion, tomato and vegetable products. They
established in 1995 and located at Tando Allah Yar (Sindh –
Pakistan). They have best-in-class facility for dry onions, tomato
and mango powder processed under controlled direction of skilled
workers, from procurement of raw material to final products. They
are offering a variety of dry products to clients like spices traders, seasoning/ingredients
importers and wholesaler. Perishability of horticulture products and wastage is a big problem in
Tando Allah Yar.
Mukhtar & Sons have been given a grant of PKR 30 million by GRASP Project. Once the
dehydration unit is establish, this project will be a great service to farmers of Tando Allah Yar as
currently a lot of fresh produce gets wasted due to lack of processing or storage facilities. This
will contribute to the economic development of the Sindh region in general and district Tando
Allah Yar in particular.
9. MK Banana Grower
MK Banana Grower and Cold Storages is growing and
cultivating banana from last 10 years. They have 165 acres
land on lease in Union Council Rajo Nizamani of district
Tando Mohammad Khan. Currently 34 employees are
working including 22 male and 13 female. They have
strong marketing relationship with banana associations and traders all over the Pakistan.

MK Banana Grower SMC has been awarded PKR 30 million matching grants in 2nd cycle of
GRASP Project. The matching grant has been given for establishing a Banana Cold Storages and
Bio-degradable disposable plates unit from banana leaves/west material.

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10. Rashdee Agri Fruit Farm

Rashdee Agri Fruit Farm is growing Fruits (Banana and
Mango) and Vegetable (Tomato, Chilli, Lettuce, Hazel
Sprout, China Cabbage) for last 25 years. Their products
are highly demanded in National and International
markets like Iran, Dubai, Qatar, Uzbekistan and
Tajikistan. Rashdee Agri Fruit Farm is further
strengthening and developing Banana by quality, varieties
& high yielding through adopting modern techniques and
empowerment of Agro-Economics & Environment in the
region. They are registered with Securities and Exchange
Commission of Pakistan (SECP).

11. The Natural Fiber Company

The Natural Fiber Company specializes in extracting high-quality banana fibers from waste
stems, using an eco-friendly process. Their approach combines tradition and technology, offering
versatile fibers for textiles, paper, and crafts. This reduces reliance
on synthetics and supports sustainability. They also promote
organic farming with our banana waste-derived fertilizer, enhancing
soil fertility. Raw banana fiber is extracted from indigenous waste
banana stems. With remarkable strength, softness, and natural
luster, it's a versatile choice for textiles, paper, and handicrafts.
Produced responsibly using innovative techniques, it's an eco-
friendly alternative to synthetic fibers.

Banana fruit as well as its tree has many uses in other countries e.g.
the ripe fruit is cleaned, candied and preserved in various forms when not eaten fresh. Its extract
is used in the manufacture of ketchup, vinegar, and wine. The unripe fruit is powdered and
chipped. In rural areas, the young leaves are pounded and applied to injuries to suppress
bleeding.

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GRASP Project gave a matching grant of PKR 2.5 m to Natural Fiber Company. This amount
will help the SME to get established and ultimately help Farmers and all other stakeholders.

12. Farmwell Maveshi Hub

Farmwell Maveshi Hub operates as a specialized division within FARMWELL (Private)
Limited, a prominent agribusiness consultancy and management
company. The primary focus of Maveshi Hub is to engage in the
breeding and rearing of productive dairy livestock, with a central
mission of safeguarding valuable genetic resources from untimely
slaughter. By leveraging a cooperative model that harnesses the expertise and dedication of a
network of farmers, the company aims to manage cattle in a sustainable and ethical manner.

13. Perfect foods

Perfect Food Industries are the pioneer processors and key
suppliers of Dehydrated processed Agro-products in Pakistan.
Perfect Food Industries started its operations in 1996 under the
leadership and supervision of Mr. M. Riaz Chuadhry (CEO). Its
head office is located in Shahdara Bund Road, Near Jehangir’s
Tomb, Lahore- Pakistan. The company has a subsidiary
company as Fresh Foods based in Sukkur, a cold store for agro-commodities storage in Khairpur
Industrial Zone. Perfect Foods has expertise in Dehydrated agro-commodities and their
processing. Perfect Foods source its required commodities from several districts of Sindh, Punjab
and Baluchistan.

The company's focus on processing perishable horticulture products into dry forms helps in
reducing post-harvest losses. Perishability is a significant challenge in the agriculture sector, and
by providing a means to preserve and extend the shelf life of vegetables. Perfect Food
contributes to minimizing wastage by establishing a best-in-class facility. GRASP Project has
given them PKR 30 million matching grant. This will result in creation of job opportunities and
contribution to the economic development of the region.
14. Nadeem Traders

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Established in 1989, Nadeem Traders is situated in Khairpur Mirs, Sindh, and stands as one of
Pakistan's leading Trading & Export company specializing in Aseel Dates. Through close
collaboration with farmers, the enterprise has successfully expanded annual export capacity to
300 containers, each filled with 18 tons of Pakistani Aseel Pitted Dates. During the period from
1989 to 2010, Nadeem Traders operated as commission agents in the Khairpur Dates Market,
supplying Dates within the country. However, in 2010, the company's management recognized
the potential of dates export and ensured adherence of international standards, provided better
incentives to farmers, and generated more employment opportunities for the local community.
Consequently, the pioneers registered their business as Nadeem Dates Factory to ensure the
provision of quality products to its national and international consumers. In 2011- 12, Nadeem
Traders commenced its own exports and achieved the initial sales of 15 containers to Denmark.

With the support of management team and dedicated workforce of 95 individuals, including 65
female staff, the company’s export volume reached to 232 containers in 2019. Nadeem Traders
asserts its position as one of the leading exporters of Pitted Dates to Europe, the UK, and the
USA.

15. Q&N Flavors

Q&N Flavors is a food brand of Dreamworld Pvt Ltd, which produces premium food products to
revive the food legacy of Pakistani Cuisine. The main products include, Chinese sauces,
American sauces, pulp, puree and brine. The brand exports its products to UK, USA, Middle
East and Africa along with supplying to different brands with in country as well. Its annual

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production stands at 700 tons while existing buyers within Pakistan include, Mitchells, Ahmed
foods, Shan, vital group, Ambassador foods, Fransco foods etc.
The business produces
variety of products including
brine, cooking pastes, sauces,
purees, pulps and condiment,
which are used in making of
jams, pickles, salads, packed
soups, flavored drinks and
juices. Company is exporting its products to Australia and other parts of the world.

16. EasyFresh Technologies

Easyfresh has its registered head office at National Incubation Center,
NED University, Karachi, Pakistan. EasyFresh aims to build better
linkages with SMEs of tomato and onion value chain of GRASP
project in Sindh and Balochistan. The story of EasyFresh started from
the desire of the co-founders to play their part in bringing down
inflation across the country. By removing inefficiencies in the agri
supply chain, the team hopes to bring down the prices of vegetables and fruits across the country,
thus benefiting consumers, farmers and retailers.
EasyFresh is leveraging the power of technology to connect farmers with markets a nd retailers.
Their aim is to remove the inefficiencies present in the agriculture supply chain while reducing
food wastage, enhancing farmers’ income and providing superior quality produce to retailers
across Pakistan.

On 6th September, Mr. Ibadatullah of Easyfresh travelled signed letter of intent (LoI) with
following two Farmers Marketing Collectives:

 Mr. Abdul Raheem - Farmer of Onion and Banana based out of Matiari
 Mr. Rajab Ali - Farmer of Onion and Banana based out of Hyderabad

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17. Sprout Biotech Laboratory

Sprouts Biotech Laboratory is a leading innovator in
sustainable agriculture. With focus on Orchid, Banana,
Date Palm, Dragon Fruit, and Fern propagation, their
goal is to achieve excellence in tissue culturing
techniques. Based in Karac hi, Pakistan, they are
contributing to food security, poverty alleviation, the empowerment of women, and a green
energy revolution.

The post-harvest management system should be

taught, like how to harvest bananas, how to pack
bananas, and how to transfer bananas to markets.
30% to 40 % of our fruits are destroyed during the
process of harvesting and transportation. You have
also seen in market that banana has black spots on it
or gets soft from some areas. This is how the fruit is
wasted. We don’t have cold storage near farms.
Establishment of packing house or a cold storage system can really help to provide much
required service to farmers.

18. Iftekhar Ahmed & Co.

Iftekhar Ahmed & Co It has its market facility
Bhagtanwala-Jhall Chakian Road, Sargodha, Pakistan.
They registered head office New Fruit & Vegetable
Market, Super Highway, Karachi.. Iftekhar Ahmed & Co
sources onion, tomato and mango and other commodities
from several districts of Sindh and Balochistan and also
procure from the New Sabzi Mandi Superhighway Karachi.
Iftekhar Ahmed & Co has setup a state-of-the-art pulp processing unit at Karachi for Mango and
Tomato. Also they have launched their juices brands named Fruit Nation and Lush. Over 6
decades they have grown from a small family operated firm into one of Pakistan’s largest export

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companies of fruits and vegetables. They have perfected the art of producing the freshest fruits,
vegetables, concentrates and juices by ensuring the highest standards at every step of the
production - from growing our own products such as Kinnow (Mandarin), Mangoes, Onions and
Potatoes and also source best quality fruits for processing top-quality value-added ingredients for
serving renown food & beverage industries and offering own fruit beverages in Tetra Pak for the
consumer as well. Iftekhar Ahmed & Co., are the only company in Pakistan with fully integrated
supply chain operating as Grower, Packer, Wholesaler, Retailer, Processor & Exporter. They
currently export their entire range of products to over 25 countries around the world. The
company has also launched its juice brands, Fruit Nation and Lush, further expanding its market
reach.

19. Kevlaar
Kevlaar is incorporated under the laws of Pakistan. It has its modern banana ripening facility at
Korangi Industrial Area of Karachi. Kevlaar aims to provide quality banana in the market
through modern techniques. Over the years, Kevlaar has evolved from a rice and potato trading
company in 2011 to a diversified agribusinesses and now operates across several value chains.
Kevlaar demonstrate a commitment to collaboration, innovation, and value addition. They are
committed to innovation, introducing new crops like crisping potatoes and exploring new value
chains like onion seeds and banana ripening. Also they are working on value addition, seed
multiplication and processing activities.

They are one of the partners of National Foods for

harvesting the special type of Tomato that will result in
local substitution of Tomato Puree currently being
imported from China resultantly affecting Pakistan’s
balance of trade. This way they will contributes to
reducing reliance on imported tomato paste by developing
a local production chain. They are exploring new
opportunities, including introducing progressive agricultural practices and collaborating with
international companies for variety selection.

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20. LQ Foods
LQ Foods is incorporated under the laws of Pakistan. It has its registered
head office at Plot 33, Mehran Town Sector 16 Korangi, Industrial Area,
Karachi, Pakistan. It has tomato ketchup and other retail brand under LQ
Foods which are being sold in domestic and international markets. LQ
Foods aims to build better linkages of SMEs with business associations
and trade bodies in Karachi. The partnership is built on mutual recognition of the importance of
promoting private sector development, particularly SMEs, to achieve the United Nations’ 2030
Agenda for Sustainable Development. The collaboration focuses on several key areas:

The partnership has already started showing promising results. Farmers associated with GRASP
have reported increased profits due to improved access to markets and fair pricing. The exposure
visits have helped them understand the market dynamics better, enabling them to make informed
decisions.

Moreover, the partnership is not just about

economic empowerment. It also aligns with the
broader goals of gender inclusion and sustainable
development. By focusing on SMEs, which often
involve farming communities, the partnership
contributes to poverty eradication and sustainable
economic growth.

21. Six-B Food Industries

Six-B Food Industries (Pvt.) Limited prides itself as one of the
leading manufacturers in the multi category of brands spanning
across Frozen Fruits, Confectionery, Beverages, Culinary and
Snacks. The company is a well-established with its nationwide
distribution network. They started their journey in the world of Confectionary & Beverages in
1985 under the ownership of Mr. Muhammad Tahir Anjum (CEO).

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In 2021, through innovative approach and deliberation, the Six B Food Industries Pvt. Limited
has successfully introduced “Heldy-Cryogenic Freezing Technology” first time in Pakistan.
Through this initiative, Six-B Food Industries has taken the frozen food product industry to the
next level. Heldy is preserving fruits and
vegetables in their natural taste, texture, and
aroma using state-of-the-art Cryogenic
Freezing Technology.

Cryogenic is an advanced freezing technology

that utilizes liquid nitrogen at -100 to -196C
to preserve the fruits which not only retains
the product’s natural taste, texture, and aroma but also maximizes production
efficiencies. Innovation, quality, and creating up to the standards are our top priorities and we are
making it a reality every day!

22. KTC
KTC Tea Company Pvt Ltd is an FMCG company based in Pakistan. In addition to its tea
business, KTC Tea Company has expanded its scope to include the export of various agricultural
products. The company exports commodities such as potatoes , onions, mangoes, oranges, and
pink salt to different countries. This diversification allows KTC to tap into international markets
and showcase the agricultural richness of Pakistan.
Recognizing the potential in the mango market, the company is taking a step further by installing
a Mango Pulping Unit. This strategic move aims to process mangoes and offer mango pulp to
both the local and international markets. By capitalizing on the popularity and demand for
mango products, KTC Tea Company is poised to expand its customer base and increase its
market share in the industry.

GRASP Project has given PKR 30 million as matching grant to KTC.

Furthermore, GRASP Project has been taking some of its beneficiaries
to Singe Country Exhibition being organized by Trade Development
Authority of Pakistan (TDAP) and being held in Cairo – Egypt in
January 2024. KTC is one of the shortlisted companies for this

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particular trade fair. KTC sees good export potential of its products in Middle East in general and
Egypt in particular.

23. Multi Food Industries

Multi Foods is incorporated under the laws of Pakistan and Hong
Kong. It has its registered office at Plot # 2 & 3 Sector A/3,
Karachi Export Processing Zone, Landhi, Karachi, Pakistan. Multi
Food Industries is the largest manufacturer and exporter of Ethnic
Frozen Foods since 2004. Multi Foods wishes to establish linkages
with mango farmers and growers for its frozen fruit range.
Multi Foods exports under our own brand "Prime-Harvest Mazedar" as well as private label to
USA, Canada and all over Europe. They have the widest range of ready-to-cook, heat & eat
frozen foods in Pakistan. Their factory is ISO, HACCP and Halal certified. The first BRC
certified frozen food manufacturer in Pakistan in 2011.

24. Haris Food Industries

It procure fruits and vegetables from the producers in district Tando Allahyar, Mirpurkhas and
other areas and dehydrate to supply to the large food processing companies all over Pakistan. It
includes Tomato, Onion, Onion Chives, mango and several other products. Haris Food
Industries, incorporated under the laws of Pakistan with the registered head office at Missan Stop
near Sultanabad, Main Mirpurkas to Hyderabad highway, district Tando Allahyar, Sindh.
Haris Food Industries will also collaborate with GRASP project SMEs in business development,
management, value addition and market linkages, through including of GRASP supported SMEs
in their external supply chain.

GRASP and Haris Food Industries is jointly promoting initiatives to develop modern
horticultural farming practices including harvest and post-harvest practices & infrastructure for
preservation of quality and better returns and other targeted value chains development initiatives
for the producers.

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25. New Lal Shahbaz Traders

New Lal Shahbaz Traders was given a matching grant of PKR 30 million by GRASP Project.
Further they invested an equal amount, focusing on improving the dates value chain with cutting-
edge technology and environmentally friendly solutions. This transformation empowers SMEs,
creates 200+ jobs (especially for marginalized groups), and opens doors to global markets,
potentially doubling revenue in just two years. NLST can now boast auto metal detection
technology, ensuring compliance with stringent export standards.

Subsequent to signing of letter of intent with the GRASP Project on 1 3th July 2023, Shah
Traders has also signed direct letter of intents with 7 different Farmers Marketing Collectives
(FMCs) of Dates in Sindh Province. The partnership between NLST Foods and GRASP is an
example of how private sector development can lead to inclusive growth and sustainable
progress. It underscores the power of collaboration in transforming lives and creating a better
future.

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