This directive was aimed for improving the export of horticulture products through branding the products, development of cold chain infrastructure, supplying high quality products and attracting local and foreign investment. While briefing short term (6 months) medium term (2 to 4 years) and long term measures for horticulture export were also given. But almost one year has gone and no progress is made in this regard.
A country’s trade and industry are mainly dependent on the proper use of agriculture techniques. In Pakistan floriculture is still in its initial stages; techniques used are primitive. Flower growing is mainly concentrated to only fragrance flowers such as rose, motia, mogra and marigold. Flower uses in Pakistan are limited to marriage ceremony and for decorative purposes only.
Flowers always remain centre of attraction in human life. Global scenario is that the potted and cut flowers earned enormous business worth billions of dollars annually. Holland is one of the biggest beneficiaries because of the progress in the floricultural industry. An auction hall consisting of an area of 75 hectares in Amsterdam is the focal point of flower business, i.e. from purchasing to packaging. The auctioned material is dispatched within 24 hours to any destination in the world.
Holland is playing a leading role in the production and marketing of flowers in the world, its economy is mainly dependent on floriculture industry. There are more than 11,000 nurseries, 2,500 wholesalers, 10,000 retailers and 150 tissue culture and micro cultural companies with a total of more than 90 big auction halls. Other than this most of the flower cultivating countries send their production to Holland from where they are exported to other countries.
Besides, Israel, Uganda and Thailand are also important players in this specific field. For instance, the share of Holland in floral trade is 65 per cent, of Colombia 12 per cent, of Israel 6 per cent and Italy 5 per cent. Other than these main exporting countries, there are other countries like Brazil, Kenya, Ivory Coast, Thailand, Singapore, Korea, Sri Lanka and India that are in the trade of flowers.
Thailand is number one producer of orchid cultivation. About $ 26 million of orchid flowers are exported yearly to different countries. Europe imports cut flowers in winter as flower cultivation in green house cost more in winter.
As the demand for rose, carnation, chrysanthemum, golden rose, aster, gerbera, gladiclus, anthorium, tube rose, orchid, marigold and other flowers increase, agriculturist start looking for the cultivation of these flowers. But in Pakistan they are using the old methods for the production, and proper cut flowers are not being produced in Pakistan on commercial basis.
The demand of flowers is continuously growing in the world. According to the figures of 1999 total world trade in flowers was around $30 billion. In Western countries $18 billion worth of flowers are sold every year, in USA flower trade is more than $11 billion worth, other major importers of flowers are Germany, France and Holland. 81 per cent of flower consumption is in these countries.
India is also exporting Rs750 million worth of cut flowers annually to Japan, Singapore and European countries. the government was very helpful and providing facilities to the cut flower exporters. Production of cut flowers in India has increased to about 34,000 acres of land. South India’s share is the highest, the government has given incentives like: Joint venture facilities for the agriculturist who wants to grow cut flowers in green houses; foreign collaboration was allowed with the companies which are specialists in the production of cut flowers and were ready to buy-back the production; seed, flowers, germplasm and tissue culture facility were exempted from custom duty for the agriculturist; air freight subsidy was given to these exporters; where ever these types of companies exists a Floriculture Development Centre was formed to teach them latest techniques and short courses either on nominal rates or free of cost.
In Pakistan the importance of floriculture is recognized and a project was sponsored by the ITC Geneva in 1985-86 for identification and development of floriculture potential in Pakistan for export purposes. From 1985 to 1988, an ITC consultant, Mr Ulf Feldt visited Pakistan several times and advised growers / exporters of cut flowers in Lahore on production and harvesting technology.
But growers could not be sent abroad for training due to financial constraints. the other reasons for the failure of the project were that cut flowers industry was a totally new field at that time and the local market was practically non-existent, and secondly, the EPB was not able to identify actual growers who were already active in the field.
If we compare the resources of Pakistan with Holland, we have an area 20 times larger, manpower 9 to 10 times larger, and better climate, soil and irrigation system. Pakistan can also set up floriculture development centre and by giving facilities, it can surely fetch millions of dollars of export orders and thousand of Pakistanis can be employed. Pakistani investors may be given the following facilities:
Model floriculture centres may be set up in all the four provinces. Land should be provided to only those agriculturist who can form a model centre within two years. Minimum 20 to 30 acre of land should be reserved for this purpose. Finance from ADBP should be available to them easily.
Jint ventures for only those foreign companies which have at least have five years experience of cut flower cultivation in their country and ready to buy-back the production of flowers. If they want to bring their own finance they can take back their equity when they desire.
Companies investing in cut flower cultivation must be given chance to establish cold storage facility at the airports at nominal rates so that they can export their product according to the international standards.
PIA and other international airlines must reserve space for flower exporters on preferential basis, as they are highly perishable items.
Flowers must be grown and packed according to the international standards. For this purpose PVC net ad fogging system and other facilities may be allowed to import without any custom duty.
If the government provide these incentives, numerous types of flowers can be successfully grown and exported from Pakistan. Nature has blessed Pakistan with ideal climate for growing a wide range of flowers. If the government just allocates Thatta district for Rose and Jasmine cultivation a large quantity can be exported which can earn millions of dollars. France is a large market for roses. Besides export of flowers, small units for extraction of rose water can be established as is done in India.