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Policy and institutional reforms to improve horticultural markets in Pakistan

This project aims to reform marketing policy to improve Pakistani horticultural markets.
Pakistan has one of the largest horticulture industries in the world. Both its domestic and export markets have huge potential to grow, and the China-Pakistan Economic Corridor will provide preferential access to the world's fastest growing horticulture market. Smallholders, including women, dominate the industry, which has a key role in the governments development strategy. Its present performance is well below potential; productivity is low, quality is poor, wastage is high, and exports are low. The marketing system constrains the industry's modernisation and development.
This project, developed in response to Pakistan government and industry requests, will investigate marketing arrangements, assess domestic and foreign market potential, identify problems and, drawing on both Pakistani and international reform experiences, formulate a marketing policy reforms programme.