Pakistan is endowed with fertile land, good quality water, favourable weather and labour which are capable of producing a variety of agricultural products in which fruits and vegetables constitute a considerable proportion.

The total production of fruits and vegetables in 2001-02 was estimated at 5,900,881 and 2,873,741 tonnes, respectively. Punjab stands first by contributing around 60.67 and 72.45 per cent, Balochistan 15.96 and 8.02 per cent, the NWFP 7.83 and 12.48 per cent and Sindh 15.54 and 8.02 per cent, respectively in fruit and vegetable production.

The NWFP is suitable for the production of deciduous fruits, southern Punjab i.e., Multan and Rahim Yar Khan for mango, Sargodha and Bhalwal for citrus fruits, while Okara and Sialkot for potato production. According to the fruits, vegetable and condiments statistics of Pakistan (2001-02), production status of some major fruits and vegetables in Pakistan is as under.

Fruit and vegetable marketing is characterized by the products that have many varieties, are perishable, and have wide variations in quality. Careful handling and specialized packing are required for storage and transportation. Careful attention to the degree of maturity at harvest can have a considerable effect on the storage life and quality of many fruits and vegetables.

Marketing starts with the production on the farmer’s field. The pre-harvest contractor is the dominant link in the marketing channel. His business-oriented moves help in minimizing the losses at field level and increase the marketable surplus. The product then moves to the wholesaler then to the retailer and eventually reaches the consumer via the wholesale market set-up.

The existing set-up is deficient in ensuring fair returns to the growers and is also painful for the producers of perishables items. Rough handling, congestion, lack of proper storage and unfair trade practices are common hurdles. The unfair returns frustrate the growers thus impeding the quality and quantity of the produce. Fruits and vegetables are seasonal and their supplies fluctuate throughout the season.

Sophisticated management helps in minimizing the losses thus providing options to export the available surplus. Pakistan is suffering from 25-40 per cent post-harvest losses in case of perishable commodities. It is the duty of the agriculture department to arrange training programme where and when necessary.

Uniform fruits and vegetables are very rare. The wide range and variation in attributes make the development of grade standards difficult. Grades are usually based on size, colour and shape of the product. In some cases, the taste, ripeness, extent of disease and insect damage, and the cleanliness may also be included. In most markets, two to five groups are the maximum distinctions made in quality.

Fruits such as apples and pears are divided into four groups, whereas mango and citrus are divided into three grades. In some cases, a “super” grade may be included for the largest fruits of superior quality.

Fruit and vegetable culture in Pakistan is being graded only for export purposes, whereas this practice seems to be very weak in the domestic market.The department of agricultural and livestock product marketing and grading (DALPMG) should ensure the grading culture on scientific lines both for the domestic and the international markets. In this context farmers should be convinced that the graded produce returns more than depending on the bulk selling only.

Careful handling and packing can increase the time intervals between harvest and consumption. Most fruits and vegetables are packed in relatively small wooden containers but this practice varies from area to area depending upon the local customs and traditions.

We should popularize the uniform packaging keeping in mind the trends in the market and consumer preferences. Packing containers should be fairly durable, lightweight and with ventilation to minimize heating. More luxurious packing such as plastic trays moulded to hold each fruit individually should be used for easily damaged or high-priced early fruits. More durable produce may be transported in bulk.

Timely availability of quality information is the basis for developing an efficient marketing system. When producers are quite sure about the demand in the market with the expected prices only then they can plan their farming activities in a more positive way.

Consumer welfare is also ensured in a well informed market set-up. Provincial and federal departments of agriculture should strengthen the existing market intelligence set-up. Information about the international markets will help the farmers to arrange their produce in a manner conducive for increased sales. Since fresh produce is usually seasonal, a market may exist for processed fruits and vegetables which are available year round. Processing can also be used to extend the life of the produce, reduce its volume for transport, or utilize the “surplus” supplies that exist at the peak of the harvest season.

Processing may include drying, canning or freezing. Vegetables may be dehydrated for use in the prepared soups or other processed foods. Canned and frozen produce may be prepared for hotels, hospitals and other institutional buyers. Opportunities may exist for processing the more exotic fruits for the gourmet market.

Under the existing circumstances only 3 per cent of the total fruits and vegetables pass through the processing channel. So it is well advisable to undertake different processing ventures to promote value addition in vegetable and fruit culture.

It is especially important for the coming WTO regime when the consumer’s choice and preferences will be dictating the trends in the domestic and international markets. It is therefore, suggested that hygienic market-oriented processing activities should be undertaken to promote the value addition because it will help the growers and traders to increase their profit margins by satisfying the consumer’s needs.

According to the fruits, vegetables and condiments statistics of Pakistan (2001-02), citrus, mango and dates constitute the major proportion in the export of fruits whereas potato, onion, garlic and other dried legume vegetables are the major contributors in the vegetable exports. The value and quantities of major export items in fruits and vegetables are given in the table.