The world export market for horticulture produce is estimated at US$ 80 billion, of which Pakistan's share is minimal, just around US$ 140 million. The Pakistan Horticulture Development and Export Board have been created due to the enormous potential but relatively insignificant contribution 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 light of the impact of globalisation and WTO regime.
PHDEB envisions the vitalisation of a dynamic, open and market driven horticulture sector, resilient, sustainable and responsive to the challenges of globalisation.
The primary objective of PHDEB is to address and resolve 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 include:
-- 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 orientated environment by establishing procedures and quality standards through regulations and incentive schemes.
-- Attract local and foreign investment.
-- Facilitate in setting up of necessary infrastructure including cool chain system all over the country.
-- Develop linkages/networking with relevant institutions i.e. R&D, banks, training/HRD, Joint Venture arrangements/commercial linkages with international companies, technology transfer, sub-contracting, etc.
PHDEB provides support to the stakeholders from pre-harvest and post harvest stages to the marketing stage and beyond, in the export of Pakistani products.
POLICY & REGULATORY FRAMEWORK ENABLING ENVIRONMENT:
At the macro level PHDEB's mandate is to create a conducive environment for the business community through prudent policies, simplified legal procedures and effective institutional framework.
Under the WTO regime quality of the products will be of paramount importance for penetrating into the international markets. PHDEB under its mandate is responsible for designing and implementing quality standards in terms of variety, size, colour, appearance and taste of the produce and to define specifications for packaging and labelling. Based on these standards, PHDEB will assign a grade to each export consignment, as it would become mandatory for all the exporters to go through the process of grading and obtain quality certification. Substandard produce will not be allowed to leave the ports under any circumstances. Quality ensuring measures would bring many advantages including:
-- Private sector investment in grading and processing plants.
-- "Uniform export quality produce to build importers confidence.
-- "Higher price realisation by exporters which in turn offers better price to growers.
Publicity, Promotion and Marketing Linkages PHDEB conducts marketing promotional activities such as:
-- Organise the participation of Pakistani companies in the national and international trade fairs, exhibitions, seminars and workshops.
-- Create marketing linkages between buyers and sellers both at the national and international markets through direct contact or PHDEB's website.
-- Engage in e-commerce through PHDEB's web portal.
-- Advertisement through print media such as newspapers, magazines, etc.
PHDEB carries out its marketing activities not only to increase exports in the existing markets but also introduce the products in non-traditional markets. In this regard, PHDEB seeks long term trade arrangements with the governments of the importing countries in order to ensure sales in the future. PHDEB also works with international companies to market products world-wide.
PHDEB is working towards creating an umbrella brand to market citrus and mango initially under that brand. More fruits and vegetables will be added later such as melons, dates, potatoes and onions. Exporters will be encouraged to market their product under this brand name. PHDEB will take the responsibility of promoting this brand through advertisements, promotional schemes, international seminars etc. A targeted international marketing campaign will be launched in different countries for different products.
Establishment of Infrastructure including Cool
The provision of effective infrastructure is imperative for the development of this sector. Access to industrial support areas such as dry ports, export zones, transportation hubs, etc. is essential to the economic growth. For a thriving horticulture sector, cold storage facilities are fundamental for cost-effective marketing of perishable produce as they reduce post harvest losses and minimise health risks. Cold storage facilities increase the shelf life of the product to make products available for longer time at sale windows. PHDEB undertakes analytical studies and provide recommendations and necessary support to the relevant institutions in its implementation.
PHDEB aims at developing the fruit and vegetable processing and allied industry on a sound footing by rectifying the conceptual, technological operational and administrative impediments. Such interventions would ensure and amplify the horticulture sector potential and viability to grow and contribute its due share towards the national economy. Technical and technology transfer is also carried out through technical collaboration, joint venture arrangements and foreign investment.
PHDEB collaborates with various research institutions to assist companies in providing technical and marketing support in line with the latest techniques, developments and changes occurring in the international trade. These would cover product/sector based data, country information on trade, procedures and regulatory information, etc. PHDEB also assists in pre/post harvest activities such as developing new varieties that are popular world-wide, increasing yield of existing varieties and bringing uniformity in the produce, grading & packaging, orchard management, etc.
Information dissemination is one of the key goals of PHDEB. This is aimed at providing all types of information including practical information on international trade, marketing, rules and regulations, standards, results of research studies, management techniques, latest technologies, etc.
To achieve this goal, PHDEB has developed a web-based Information Network to provide information services and value-added support to the clients. This initiative is envisioned to become the largest and most comprehensive (one-stop-shop) source of horticulture related information and e-commerce portal in Pakistan.
PHDEB is proactively involved towards the development & enhancement of not only technical skills but also administrative and managerial skills of horticulture sector entrepreneurs (growers, processors, exporters) so that the industry is capable of responding swiftly and effectively to business opportunities, especially in the era of globalisation and the impact of WTO regime. The technical skill of the workforce is upgraded through introducing them to latest technologies and techniques to ensure the industry competitiveness and market share. This is done through training programs, seminars, workshops and awareness campaigns.
PHDEB develops institutional capacity of supporting institutions, both government and private institutions such as chambers/associations through donor supported projects & programs so that there is effective implementation of the overall development plan. Formation of farmer co-operatives/groups is another integral part of PHDEB's mandate to attain important outputs such as:
-- To create volumes for exports
-- To increase the bargaining power of the farmers to secure better returns
-- To create an effective voice for policy interventions
-- To create an effective means for development initiatives/interventions
PHDEB acts as a facilitator of networking process which involves networking among enterprises, support institutions and policy makers, creating marketing linkages between entrepreneurs and large industries and networking with other markets at the national and international markets. PHDEB will keep a close liaison with trade promotion organisations, associations and donors both at the local and international levels to play its role efficiently and effectively.