Citrus Marketing in Punjab: Constraints and Potential for Improvement

Pakistan is blessed with the agro-ecological environment conducive to the production of nearly thirty types of fruits of which citrus, mango, dates, guava, apple, melons and banana are relatively more common. The market value of these fruits produced during 2002-03 is estimated at about Rs 73 billion, which is roughly 6.73 percent of agriculture value added in the year [Pakistan (2004)]. During the same period, Pakistan earned nearly 5 billion rupees from fruit exports, representing 9 percent of total export earnings from all raw agricultural commodities. Citrus is the largest grown fruit in Pakistan. The market value of citrus produced in 2002-03 was Rs 10.6 billion [Pakistan (2004)]. Within the citrus family, Kinnow is the largest planted specie.