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Linking growers with corporate buyers              
By Tahir Ali Khan

Initiatives to improve horticulture output and marketing links of local farmers with local and foreign firms have been launched in Malakand division under the provincial reconstruction, rehabilitation and settlement programme.

The area, especially Swat, produces quality vegetables and fruits. It accounts for 34 per cent of plums, 95 per cent of walnuts and 82 per cent of provincial apple yield.

It also accounts for 64 and over 50 per cent of the provincial production of vegetables and fruits respectively. But farmers do not fully benefit from their crops for lack of finances, expertise and marketing linkages.

Shakil Qadir Khan, Director General of Parrsa, said his organisation was trying to help improve quality and value addition, standardise packaging and create modern marketing practices for the produce.

“We are not only providing advice, cash and in kind support to develop quality of indigenous fruits and vegetables but also helping growers find new markets for their products by creating liaison between them and local and multinational companies,” he said.


Citing another intervention, he said, Swat produced approximately 60 tons of trout fish in its 22 farms which was mostly consumed locally. Last July`s floods ravaged most of these hatcheries.

“Parrsa plans to provide marketing support to fish hatcheries to sell their produce to big food-chain restaurants both within and without the country. Trout decomposes fast when taken out of water. However, there are means to keep the fish fresh and transport it to farthest areas without fear of decomposition. Using the required technology and giving a new brand name like Swat/Kalam trout to the species in the market, the number of hatcheries in Swat could be increased to 200 in a year`s time,” he hoped.

In the first phase, Parrsa would arrange for the technology and provide information and financial support to fish farmers. “Later they would manage it themselves. If farmers are introduced to new technology, services and strategies and they know their utility, they would manage it next year themselves.”

Courtesy: The DAWN;


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