Grow for Export’ is the slogan of PHDEC Marketing team. PHDEC has been proactively pursuing its marketing goals and has achieved them in a professional and creative manner. Mandated for the development and promotion of horticulture sector of Pakistan, PHDEC envisions that development and promotion of horticulture products means developing horticulture products to exportable quality through product adaptation and market diversification. Our marketing strategy taps the potential in three broad categories: traditional markets, emerging markets, and new markets.

Future targets & Prospects

PHDEC through its bestowed mandate has set realistic targets through market and product diversification. We also believe that value-added exports from Pakistan are very competitive in international markets. Among the fruits mangoes, kinnows, apples, guavas and grapes hold immense export potential. The quality and price of mangoes in Pakistan is extremely competitive globally. Also, given the high sugar content of this fruit, it can be sold as concentrated pulp which is used in juices and other products.

Kinnows have been introduced in more than 20 countries of the world however its full potential from international markets has not yet been tapped. For this, we are again targeting potential markets such as Europe, Russia & Indonesia. PHDEC ascertains that mango export from Pakistan will cross 200,000 tons and kinnow up to 400,000 tons by 2015. We are also working on vegetables such as roasted onions, potatoes, tomatoes, etc.

Development of Floriculture Industry

PHDEC is working on the development of floriculture range of Pakistan such as gladiolus, marigolds and roses to name a few. The market demand of floriculture products is growing fast and Pakistan has a favorable climate and cheap labour. By adding varieties in planting material, providing controlled environment and cool chain infrastructure we will soon join cut flower exporting nations.

Technology Enhancement and Capacity Building

Tunnel Technology, Organic Farming & Value Addition will be encouraged among growers/farmers.

SPS training sessions are conducted by PHDEC to build capacity of growers/farmers on regular basis.