TDAP likely to takeover PHDEB

Trade Development Authority of Pakistan (TDAP) is likely to takeover Pakistan Horticulture Development and Export Board (PHDEB), according to well place sources here. Several meetings have been held between the PHDEB officials with the TDAP Chairman Tariq Ikram in Karachi during the last few days where the issue was discussed threadbare.
According to initial indications available here, modalities are being worked out by the two sides as to whether merge the PHDEB with TDAP or bifurcate it into two wings, ie development and exports whereby TDAP would take over exports of horticulture, leaving the development side with PHDEB.
No final decision has been taken in this regard so far as the TDAP chairman is busy these days with the formulation of Trade Policy of Pakistan, which most probably be announced sometime next week. It may be recalled that PHDEB had been created due to the enormous potential of Pakistan's horticulture products in the global market.
In the absence of a single ministry or institution responsible for development at all levels of the horticulture value chain, it was considered important to set up PHDEB to uplift this sector, especially in the light of the impact of globalisation and World Trade Organisation regime.
Pakistan's horticulture products, particularly kinnow and mango, are in great demand in foreign countries but the efforts of PHDEB were found lacking in capturing the markets to the desired level. It has been estimated that Pakistan could enhance fruits exports to 400 million dollars annually with aggressive marketing and locating new markets but PHDEB had been failing to promote horticulture.
PHDEB had envisioned the vitalisation of a dynamic and market driven horticulture sector, which was resilient, sustainable and responsive to meet the challenges of globalisation but due to several constraints, the aims could not be achieved fully.
TDAP is considered to be better equipped to do the job. How and in what manner PHDEB and TDAP relationship would develop, would be known after all aspects are studied by experts in the next couple of days.
The overall mandate of PHDEB was to promote, regulate, co-ordinate and enhance the export of horticulture products for the economic well being of all the stakeholders in the horticulture value chain. PHDEB's main thrust was to introduce Pakistan to the high-end international markets through strategic initiative efforts along with integrated interventions and facilitation in all the sub-sectors of the value chain.
The primary objective of PHDEB may be taken over by TDAP. These related to addressing and resolving problems and issues of the Pakistan horticulture sector through long-term and timely interventions aimed at improving quality at key areas of the horticulture value chain, ultimately leading to a substantial increase in exports from Pakistan.
Some of the main areas of intervention included:
-- Encourage and facilitate the growers to "grow for exports."
-- Impart new technologies and techniques to growers and processors.
-- Develop/implement export marketing strategies.
-- Create an export-oriented environment facilitated through procedures and quality standards through regulations and incentive schemes.
-- Attract local and foreign investment.
-- Facilitate in setting up of necessary material and quality infrastructure including inter alia cool chain system all over the country, and
-- Develop linkages and networking with relevant institutions ie Research and Development, banks, training/HRD, joint venture arrangements/commercial linkages with international companies, technology transfer, sub-contracting.