In a major step toward digital innovation in agriculture, Federal Minister of Commerce Jam Kamal Khan inaugurated the Pakistan Horticulture Development and Export Company (PHDEC)’s first podcast series. This initiative marks the First Podcast Studio under the Ministry of Commerce, aimed at enhancing awareness and sharing best practices in Pakistan’s horticulture sector.
The podcast, titled “Horticulture Horizons,” will provide a dynamic platform for farmers, exporters, researchers, and policymakers. It will feature discussions on sustainable farming, export strategies, value addition, and tackling sector challenges such as post-harvest losses and climate change impacts.
International experts from leading agricultural nations will be invited as guests to share global insights and innovative solutions, enriching the content with diverse perspectives. This is the first time Pakistan’s horticulture sector will benefit from a digital knowledge-sharing platform of this scale.
PHDEC, established under the Trade Development Authority of Pakistan (TDAP), has played a vital role in promoting horticulture development and exports. Its past achievements include setting up fruit dehydration units, facilitating banana exports to Iran, distributing over one million mango and banana bagging bags, and organizing more than 100 training workshops nationwide.
The First Podcast Studio initiative builds on these efforts by leveraging digital media to share best practices such as climate-smart crop varieties, efficient irrigation techniques, and compliance with international standards like GlobalGAP and HACCP. Podcast episodes will be available on major streaming platforms, with the first episode focusing on boosting productivity in key crops such as mangoes, citrus, and potatoes.
Minister Jam Kamal Khan highlighted the importance of the podcast, saying, “This podcast is a testament to the Ministry of Commerce’s commitment to adopting innovative strategies in the digital era. By engaging stakeholders digitally—from small-scale farmers to international partners—we aim to educate, inspire, and transform Pakistan’s horticulture sector into a global export powerhouse.”
The launch of the First Podcast Studio underscores the government’s vision to expand Pakistan’s share in the global fruit and vegetable market, projected to reach $388 billion by 2034, and accelerate horticulture exports to $2 billion within the next three years.
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