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BRIEF ABOUT THE PFVA

The All Pakistan Fruit & Vegetable Exporters, Importers & Merchants Association (PFVA) is a distinguished trade body representing 200 plus members across the country in all provinces.  The PFVA was established in year 1986, and is registered with the D.G.T.O (Directorate General of Trade Organization) & SECP (Security Exchange Commission of Pakistan) & is also a member of the FPCCI (Federation of Pakistan Chamber of Commerce & Industries). The Association is a purely non-political and non-profit making body.

The PFVA collects and circulates statistics and reports on important business segment of the Agro produce, i.e. Fruits & Vegetables to it’s members on regular basis. Important News articles and articles on re-search & development are also circulated among the members to keep them abreast of the latest  Italso puts across the demands, issues and needs of its members to theGovernment of Pakistan. It plays a significant role in resolving the disputes among its members as and when arise. The PFVA is also instrumental in arranging training / workshops on Fruits & Vegetables for enhancing knowledge of the members. The PFVA’s Head Office is located in Karachi and its zonal office is in Sargodha (Bhalwal).

The day to day affairs of PFVA are managed by elected members of an  Executive Committee headed by Chairman, Senior Vice Chairman and Vice – chairman as office bearers. The Executive Committee has several Sub-Committees assisting it in resolution of the various problems & issues related to the members. Each Sub-Committee is headed by a Chairman and 2-3 members and it handles a specific area only. The following are Sub-Committees:

Facilities
 The members of PFVA (mostly exporters) have the following facilities:

Certifications
Members of the PFVA have following well –recognized certifications:

Foreign Accreditation
The PFVA has accreditation from the Govts. of following countries for exporting Pakistani Fruits &Vegetables:

Exporting Countries
 With an aggressive marketing the PFVA has been adding feathers onit’s shining cap every year which now includes 50 plus countries globally while several are in the pipe line . 

Exports Enhancement
  The PFVA's extensive efforts has resulted in steady growth of its exports commencing initially with a few million USD to a phenomenal growth of USD 850 million in year 2023-24. The PFVA anticipates further impressive exports growth in future.

Exports’ Growth
The PFVA’s extensive efforts has resulted in steady growth of its exports , commencing initially with a few million USD to phenomenal growth of  USD 625 million in year 2012-13 .  The PFVA anticipates impressiveexports’ growth in years to follow.

Future Plan

The Association is persuading the Government to further improve already available infrastructure facilities like cool chain system, reefer transport facilities, CA stores and common facility centers in all major growing areas so that the shelf life of Fruits &Vegetables could be increased. As a part of business plan, the Association is also focusing on emerging markets and intends to capture more International markets years to follow.

Another important and vital element of future plan is Re-search and Development (R &D) . The PFVA firmly believes that without R&D in this segment of business (Fruits/Vegetables) , neither the exports can be enhanced nor new International markets can be captured  hence keeping the R & D on top priority of it’s future plan makes a logical sense . The R & D would focus on exploration of new varieties, enhancement of shelf-life and disease control in the existing products is just a few areas to mention here. 

Liaising with Agriculture Universities of high repute, the PFVA plans to establish R& D labs. in all major growing areas of the country to tap the immense potential of this segment of the Agri-business !

The Association closely monitors locally as well globally, the products (Fruits & Vegetables of its sector and based on supply & demand mechanism develops its strategy accordingly for export or import.

In Case of bumper crops of its major products (kinnow, mango, potato & onion), it liaises with the concerned ministries (MOC Ministry of Commerce, MNFSR Ministry of National Food Security & Research etc.)to chalk out a comprehensive plan to export excess volume of the crops ans also advises realistic valuation of MEP (Mininmum Export Price) along with other conditions which may deem appropriate such as advance payment from the buyers etc. to regulate the export within the defined parameters. Similarly in case of shortage, it assists the concerned Ministries in developing strately to keep a balance in demand & supply in local market.

The PFVA firmly believes and good return of their practices as well that if the interest of farmers is well taken care of the paying them well for the crops, their attention can be maintained well & kept focused on the crops they grow and obviously when they get dividend of their dedicated efforts, they remain highly motivated and do not think of switching over to other crops not related to our sector. The philosophy behind this approach is that if our farmer is kept happy, they would substantially contribute to enhance export by improving yield/acre and quality which would in turn help exporters to fetch valuable foreign exchange for the country.

The PFVA also brings into attention of the concerned Ministries, the major issues fo the sector along with realistic solutions being well versed with ground realities such as ease of doing the business and cost of doing the business to remain competitive in the International markets and playing its active role to enhance export of the sector which has tremendous export potential & yet is to be fully tapped in year to follow. For example, the PFVA has advised the concerned Ministries for exemption of Photo-certificates if the International buyers do not need & reduction in high cost of Photo-certificate etc.

Being well aware of the trend & demand of the International markets in terms of quality, price and nature of products, it advises the concerned Ministries as well Agriculture Universities to conduct Research & Development for product development & Varieties in light of collecting such vital information. For example, Seedless Kinnow is in high demand in international markets but we could not yet develop that and hence it makes very difficult to be competitive what to talk of enhancing export. We have a limited fruit basket like Mango & Kinnow but with extensive R & D (Research & Development), this basket can be filled with other fruits have great export potential such Banana, Cherry & Strawberry etc., just to mention a few.

Conduting regular promotions of Fruits, particularly mango & kinnow in various countries by PFVA in collaboration with TDAP (Trade Developnent Authority of Pakistan) & FPCCI (Federation of Pakistan Chamber of Commerce & Industries) besides sending trade delegations and organizing Single Country exhibitions aslo assists to enhance export of the sector, being an ultimate objective of the Association. The Assoication keeps striving to further explore export potential of the Middle East, Far East, EU (European Union) & USA etc. instead of replying on conventional markets.

The Association is instrumental to advise the GoP (Govt of Pakistan) about stiff global challenges such as climate change & Food Securtiy, our country is confronted with along with suggestions to counter such alarming threats!.

Critically analyzing the barriers in export enhancement, the PFVA has also developed a comprehensive policy documnts titled - "Horticulture Visiion -2030" which dishes out major issues and solutions. It has already been submitted to the GoP and the PFVA believes that it this is implemented in letter & spirit, it cna revolutionize the promising Horticulture sector and lead to export enhancement manifolds.

The Association (PFVA) encourages its members particularly new exporters to participate in various local as well International Exhibitions so that the exporters can get abreast of the quality of products, packing standards, latest technologies, trend and demand of International markets.

Conducting trainings, workshops and Seminars for growers as well exporters is yet another object of the PFVA which besides better communication and co-ordination between farmers and exporters play a vital role to bring them on one page in understanding requirements of exporters and demand / standards of the International markets.