Federal Minister for Commerce Jam Kamal Khan on Friday inaugurated the first-ever podcast series launched under the Ministry of Commerce, aimed at promoting innovation, knowledge sharing, and export growth in Pakistan’s horticulture sector.
The podcast series, launched by the Pakistan Horticulture Development and Export Company (PHDEC), is titled Horticulture Horizons. It is designed as a digital platform to connect farmers, exporters, researchers, policymakers, and other stakeholders through discussions on key issues facing the horticulture industry.
Speaking at the inauguration ceremony held at the Ministry of Commerce headquarters, Jam Kamal Khan said the initiative reflects the government’s commitment to adopting modern communication tools to strengthen the agriculture and horticulture sectors. He said the podcast would help bridge knowledge gaps and empower stakeholders by providing access to practical information and global best practices.
According to officials, the podcast will feature discussions on sustainable farming methods, export development strategies, value addition, post-harvest loss management, and the impact of climate change on horticulture.
International experts from leading agricultural countries will also be invited to share experiences and innovative solutions.
PHDEC, a Section 42 company operating under the Trade Development Authority of Pakistan (TDAP), has played a key role in promoting horticulture development and exports. Its initiatives include setting up fruit dehydration units, facilitating banana exports to Iran, distributing more than one million mango and banana bagging bags, and conducting over 100 training workshops across the country.
Officials said the podcast builds on these efforts by using digital media to spread best practices such as climate-smart crop varieties, efficient irrigation systems, and compliance with international standards including GlobalGAP and HACCP.
The Ministry of Commerce said it is also focusing on e-commerce, expanding market access to premium regions such as the European Union and the Middle East, and strengthening collaboration with international organizations, including the Food and Agriculture Organization (FAO).
Podcast episodes will be available on major streaming platforms. The first episode will focus on improving productivity in key horticultural crops, including mangoes, citrus, and potatoes.
The government aims to increase horticulture exports to $2 billion within the next three years, capitalizing on Pakistan’s diverse fruit and vegetable base and PHDEC’s ongoing initiatives, including cherry exports to China and solar-powered dehydration units. Officials said the initiative aligns with the broader goal of increasing Pakistan’s share in the global fruit and vegetable market.
