Farm advisory services by FFCL: Fuelling the agricultural economy of Pakistan

Fauji Fertiliser Company Limited (FFCL), the largest fertiliser manufacturing and marketing company in Pakistan was incorporated in 1978. The company owns three urea plants with an annual production capacity of about 2.4 million tons. FFCL is the sole entity in the country producing DAP and Urea (granular) fertilisers through its subsidiary Fauji Fertiliser Bin Qasim Limited (FFBL).
FFCL not only sells its own manufactured Nitrogenous (Urea) and Phosphatic (DAP) fertilisers but also markets the imported Phosphatic (DAP & TSP), Potassic (SOP), and micronutrient (Borax) fertilisers to promote balanced fertiliser use and sustainable agriculture in the country. The company operates throughout the country with a fertiliser volume of 3.5 million tons per year and enjoys a urea share of about 48% in the domestic urea market.
FFCL believes that fertiliser business cannot be successful with out profitable farming. It, therefore, offers a package than just products. Mission statement of advisory services is "Help the farmer to optimise utilisation of his resources to rejuvenate farm productivity and increase his income". We maintain close liaison with research organisations and transfer the latest findings to the farming community through different extension methods comprising agronomic, extension and soil/water testing activities.
Farm advisory services of FFCL, a unique feature and one of its own kind in the country distinguishes FFCL from other extension service organisations. These services are being extended through five Farm Advisory Centers (FACs) and fourteen regional Agri. experts. The concept of farm advisory centers is helpful in materialising intensive services in a particular area for a specific period. Each farm advisory center comprises a team of professionals (Agronomists/Soil Scientists/ Extensionists) fully equipped with modern and sophisticated computerized soil & water testing laboratory and a demonstration van with high tech audio visual equipment. It operates for 3-4 years in an area providing guidance in line with area crops and socio-economic position of the farmers. We focus on all aspects of farming and not only on the fertiliser use because knowledge of complete production technology can lead the way to modern agriculture.
Farmers remain busy in farm operations during day time and can easily visit our FACs early in the morning or after sunset, therefore, our FACs remain open to farmers round the clock to facilitate visiting farmers. We are the only organisation in the country which also conducts extension activities after sunset to ensure participation of all segments of farming community. Soil analysis is essential for promoting balanced fertiliser use and profitable farming. FFCL understands well the importance of soil testing particularly when the farming community is illiterate or unaware. Therefore, our experts themselves collect soil samples from farmers' fields for analysis in FFCL labs. We deliver fertiliser/reclamation recommendation reports at their doorstep and educate them on best management practices to achieve better yields and profits. Moreover, FFCL has developed its own software for developing fertiliser recommendation reports in national language (Urdu) to give better understanding to the farmers about their soils.
It is worth mentioning that FFCL has analysed approximately 400,000 soil/water samples across the country since inception. FFCL has the privilege of having such a large data on soil status of the country which acts as a reference for FFCL and other research organisations for developing area specific fertiliser recommendations and conducting further research.
Our field activities are well supported with reference material in the form of published literature. We develop and regularly update crop literature covering complete production technology of all major crops, vegetables and fruits grown in the country in national and regional languages. Our two comprehensive books namely "Fertiliser Guide Book" and "Fertiliser Recommendation Book" are valuable assets for disseminating information about fertilisers and their use for different crops. We refresh farmers' knowledge regarding seasonal/on-going crop operations through our quarterly Agriculture Newsletters (Urdu & Sindhi). The newsletter is very popular among the farming community as it provides current information and interesting articles on modern agriculture. All the published material is also available on our website www.ffc.com.pk.
FFCL's pragmatic approach of developing crop production documentaries is also one of its own kind in the country. We telecast these documentaries on domestic TV channels before the onset of sowing season of major crops for the benefit of the farmers. These documentaries are also shown in farmer gatherings to educate the farmers.
FFCL is the only company having the privilege of organising international seminars for promoting agriculture in the country. We have organised four international seminars on important issues such as "Fertiliser Use Efficiency", "Dry Land Agriculture in Pakistan", "Seed" and "Productivity Through Agriculture Extension". International & national researchers, scientists, experts, policy makers and other stakeholders participated in these seminars. The recommendations of these seminars were published and distributed among the farmers for adopting the same to reach the logical end of the exercise.
The company has evolved as a unique organisation in the field of agriculture extension. Our strategy of on the job in-house and foreign trainings, job rotation and posting of officers at different locations across the country has produced a team of well groomed and trained personnel. Our professional, trained and experienced team renders advisory services in different agro-ecological zones. We have the experience of working with illiterate to educated and conventional to modern farmers and our tactics in this regard have proved successful for confidence building and acceptance of message.
Our professionals are well trained for disseminating production technologies of all crops grown in the country. We have gained experience of multiple crops like wheat, cotton, rice, sugarcane, maize, potato, tobacco, vegetables, forage crops and establishing different fruit orchards like, mango, citrus, guava, date palm and temperate fruits. We have also gone through the experience of managing salt-affected and other problematic soils.
The farmers of Pakistan have benefited immensely from the advisory services of the company. Its farmer friendly policies have helped in winning tremendous popularity in the farming community and its brand "SONA" is the premium fertiliser brand in the Country. FFCL, as a responsible corporate citizen is committed to play a predominant role in the development of agriculture of Pakistan by supplying best quality fertilisers and rendering best possible farm advisory services to the farmers in the years to come.