Presented at DawnExpo

1. Interventions and Results in Agriculture Exports
Presented by: Babar Malik, Senior Specialist – Marketing,
USAID Firms Project, Cell: 0344-4487959

2. Topics covered
• Nature’s gifts to Pakistan (An overview of Ag. sectors)
• USAID priorities in agriculture sector
• Market responsive agriculture strategies and plans
• Results for USAID interventions
• International trade potential

3. NATURE’S GIFTS TO PAKISTAN
An Overview of Agriculture Sector

4. Fruits and Vegetables
Major fruits are Citrus, Mango, Dates, Apple, Guava, Grapes, Banana and Apricot. Major
vegetables are Potato, Onion, Chili, Tomato, Turnip, Carrot, Cauliflower, Peas and
Gourds. Annually, 11 million MT of fruits and vegetables are harvested, cultivated at 1.1
million hectares of fertile land.
Production facts
Pakistan produces:
- 2.0 million MT of Citrus
- 1.9 million MT of Mango
- 0.5 million MT of Apple
- 0.5 million MT of Guava
- 3.5 million MT of Potato
- 0.5 million MT of Tomato
Value added
Fruits and vegetables are
generally purchased as fresh by
households, food stalls and
restaurants. Some fruits and
vegetables are used to produce
pulp, paste and concentrate for
industrial use. A very little
volume is being canned for local
consumption and exports

5. Fruits and Vegetables
Export potential:
• Pakistan has a large supply base with potential to increase per acre yield
• Pakistan is leading producer for Citrus, Mango, Dates, Banana etc.
• Pakistan has experienced ‘big’ success in exports of fresh Mango and Citrus
• These are high value crops with high return per unit in export
• There is huge potential for value addition through processing and packaging
• There is 15% growth in international trade of processed, value added horticulture
The sector has a high impact in the local economy,
along with a high growth potential through
value addition and exports

6. Livestock, Poultry and Fish
Livestock constitute of Cattle, Buffalo, Sheep, Goat, Poultry and Fish. There are 67
million bovine animals, 89 million sheep & goats, and 663 million poultry birds in
Pakistan. Fish is being farmed at 60,500 hectares along with huge potential for growth in
fresh water and marine fishing
Production facts
Pakistan produces:
- 1.7 million MT of Beef
- 0.6 million MT of Mutton
- 0.8 million MT of Chicken
- 0.7 million MT of Fish Meat
- 37 million MT of Milk
- 13 billion Eggs
- 62 million Hides and Skins
Value added
Produce from livestock sector are
generally purchased as fresh by
domestic buyers. A small volume
of meat is being processed for
local consumption and exports.
Leather and milk processing are
more organized segments of the
livestock value chain

7. Livestock, Poultry and Fish
Export potential:
• Pakistan has a large supply base that exceed the local demand for livestock produce
• There is a large potential in export of hygienic and ‘Hilal’ certified meat
• Pakistan has potential to produce and export over 1 million MT of fish meat each year
• There is huge potential for export lead value addition, creation of new jobs and
reduction in poverty
The sector has high impact in the local economy,
along with a high growth potential through
value addition and exports

8. USAID PRIORITIES IN AGRICULTURE SECTOR

9. Basis for USAID Sector Priorities
• Strong supply base to ensure ‘right’ quality and volumes are available
• Demand and market opportunities available locally and in international trading
• Macro environment factors including:
– Availability of existing and opportunities in developing required infrastructure
– Existing policy and regularity environment and opportunities to reform
– Security situation in regions and clusters
– Availability of skilled labor and opportunities in skills development
– Willingness of stakeholders to participate and share the cost
• Economic impact including potential to increase employment and income

10. Developing Market Responsive Sector Strategies and Plans
• Product and service parameters demanded by international buyers are assessed
• Demand parameters are obtained through direct inquiry with the buyers and by
engaging the subject experts
• Gaps between market demand and locally available produce are mapped
• Willing value chain partners are identified and engaged to agree on program
objectives
• Private sector lead sector strategies to align local agriculture produce to the
buyers’ requirements are developed
• Strategies are translated into practical implementation plans / programs
• Resources are mobilized and programs are executed
• Performance is evaluated regularly to adjust strategies and plans

11. Development Model
• Technical assistance: Improve cost
competitiveness and profitability
• Technology upgrade: Meet quality
requirements of local and international
buyers
• Quality certifications: Improve product
quality and access to markets
• Workforce skills development: Create
employment, increased productivity and job
retention
• Business linkages: Sustainable linkages
between lower and upper ends of a value
chain
• Marketing assistance: Enter new markets
and increase penetration in the existing
markets for sales and revenue generation
1.Improvement
in manufacturing
techniques
2.Improvement in
technology
3.Quality and
standardization
4.Marketing and
linkages
5.Increase in
profits

12. Linking Pakistan to International Markets
USAID assistance in export marketing
• Identify marketing opportunities and high potential buyer segments
• Help develop market entry, growth strategies and plans
• Capacity building of Pakistani companies in export marketing or “export
readiness”
• Support Pakistani companies in developing websites, marketing material etc.
• Participate in industry relevant trade fairs
• Develop buyers databases
• Contact buyers for sales promotions
• Arrange and facilitate in meetings with the overseas buyers
• Assist in sampling, trial and commercial shipments

13. USAID Interventions
USAID Firms Project - Fresh Fruits and Vegetables
Mango: Assistance is being provided in orchard management,
GlobalGAP certification, on-farm processing technology, setup of
HACCP certified pack houses and market linkage with EU buyers
Date: Assistance is being provided in orchard management, provision
of tools, setup of processing facilities and marketing linkages with
international buyers
Peach: Assistance in being provided in orchard management, provision
of tools and identification of export marketing opportunities

14. USAID Interventions
USAID Firms Project – Value Added
Pulp / Puree Processing: Assistance is being provided in technology
upgrade, HACCP certification, process development, productivity
improvement, marketing for local sales and export
Dried Mango: Assistance is being provided in technology upgrade,
HACCP certification, process development, product development,
marketing for local sales and identification of international
marketing opportunities

15. USAID Interventions
USAID Agri Business Project – Vegetables
Off-Season Vegetables: Provision of high quality seeds, packing
material, tools, tunnel structures, processing technology, skills
development and market linkage
Chilies: Assistance in harvesting techniques, value addition,
obtaining certifications, marketing linkages with buyers and
exporters

16. USAID Interventions
USAID Agri Business Project – Fruits
Apricot: Assistance in introducing improved varieties and value
addition of existing produce mainly through dehydration
techniques, certification and market development.
Citrus: Assistance in orchard management, technology and
workforce skill development to improve quality as per global
standards
Banana: Assistance in orchards management, packaging,
establishment of ripening chambers and pack houses

17. USAID Interventions
USAID Agri Business Project – Meat
Meat: Assistance in development of meat value chain with
interventions in livestock management, certifications and cold chain
infrastructure development are planned

18. USAID Interventions
USDA CABI Project – Enabling Agriculture Export
• The US Department of Agriculture (USDA) is working with CABI
and Texas A & M University to develop and run training courses
on the “Principles for Developing a Model Agriculture
Import/Export System”
• Sanitary and Phyto-Sanitary (SPS) measures are becoming
increasingly important in global trading of agriculture produce
• USDA CABI Project facilitate capacity building efforts in Pakistan’s
animal and plant health regulatory systems, including SPS issues
• It is increasing the SPS capacity of Pakistan’s regulatory and
scientific officials
• It is supporting in national agricultural production and trade
objectives

19. RESULTS

20. Results
Agriculture value-chains
• Over USD 63 million is generated in sales revenue
• USD 20 million is generated through exports
• Over 8,500 new job are created
• Over USD 5 million is mobilized in private sector investment
The new numbers are coming in as we speak

21. INTERNATIONAL TRADE POTENTIAL
An Overview of Agriculture Sector

22. Opportunities in Agriculture Exports
Mango:
• Global trade has reached USD 510 million with 8% annual growth
• Pakistan export mango worth USD 44 million with 18% annual growth
• Key markets are Middle East and Europe
• European countries and US are important for growth in export of mango
Citrus:
• USD 12 billion worth of citrus is traded globally, with annual growth of 5%
• Pakistan citrus export has reached USD 155 million
• Russia and Afghanistan are the largest buyers of citrus exported from Pakistan
• Some citrus is also being export to Middle East from Pakistan
• US, EU and China are the large importer for citrus, offering potential for growth in export of Pakistani
citrus
Peach:
• Every year USD 2.4 billion worth of peach is traded globally
• Pakistan export peach to Afghanistan in low volumes
• Middle Eastern countries and Russia are high potential markets for exports of peach from Pakistan

23. Opportunities in Agriculture Exports
Date:
• Total world trade has reached USD 742 million, growing at 8% per annum
• Pakistan is exporting USD 81 million worth of Dates with 18% annual growth
• Over 80% of Dates are exported in dried form to India
• US and European countries are high potential markets to achieve growth
Apricot:
• World trade of Apricot has reached USD 461 million, growing at 5% per annum
• Pakistan export around half a million worth of Apricot to buyers in ME and EU
• Greater market penetration in the existing markets can help increase exports
Banana:
• Total banana trade has reached USD 13 billion
• Pakistan export banana to Afghanistan
• Pakistan can consider leading importers like US, Belgium, Germany, Japan and UK to increase export of
Banana

24. Opportunities in Agriculture Exports
Global trade of vegetables:
All vegetables combined USD 18.3 billion
Fresh or chilled
Tomatoes USD 8.3 billion
Onions, garlic and leeks, fresh or chilled USD 4.7 billion
Potatoes USD 3.7 billion
Cabbages and cauliflowers, fresh or chilled USD 2.4 billion
Cucumbers and gherkins, fresh or chilled USD 2.2 billion
Carrots, turnips and salad beetroot, fresh or chilled USD 1.7 billion
Value added
Frozen vegetables USD 6.1 billion
Dried vegetables USD 2.4 billion
Vegetables, provisionally preserved USD 0.6 billion

25. Opportunities in Agriculture Exports
Global trade of vegetables:
• US, Germany, UK, France and Japan are the top 5 importers of vegetables
• Pakistan export for vegetables has reached USD 188 million
• It has grown at 42% between 2008 and 2012
• The major importers of Pakistani vegetables are Afghanistan, Sri Lanka, UAE, Malaysia,
Russia and China
• The vegetables exported from Pakistan include Potatoes, Onion, Garlic, Tomato, Carrot and
Cabbages
• The value added exports include frozen and dried vegetables
• There is high potential for growth in export of fresh and processed vegetables to high
value markets

26. Opportunities in Agriculture Exports`
Meat:
• Total world trade of Beef is 39 billion, Mutton is 6 billion and poultry is 26 billion
• Leading importers are Japan, Germany, Russia, Italy, US, UK and France
• Pakistan’s total export is USD 209 million
• There was a growth in export of 37% between 2008 and 2012
• Most of the meat is going to Middle Eastern countries and Afghanistan
• The growth can be achieved through increasing the customer base and targeting high
value markets
Fish:
• Total world market of USD 17 billion
• Leading buyers are Japan, US, China and countries in Europe
• Pakistan export fish meat worth USD 292 million
• The importing countries are Vietnam, China, Thailand, UAE and Saudi Arabia

27. THANK YOU