Value chain assessment and measuring export determinants of citrus fruits in Pakistan: an analysis of primary data. | [Pakistan Journal of Agricultural Sciences • 2018]

Author(s):

1. Burhan Ahmad: Institute of Business Management Sciences, University of Agriculture,Faisalabad,Pakistan

2. Mubashir Mehdi: Institute of Business Management Sciences, University of Agriculture,Faisalabad,Pakistan

3. Abdul Ghafoor: Institute of Business Management Sciences, University of Agriculture,Faisalabad,Pakistan

4. Hira Anwar: Institute of Business Management Sciences, University of Agriculture,Faisalabad,Pakistan

Abstract:

Citrus is one of the leading fruit crop capturing highest export share among the horticultural crops in Pakistan. However, the traditional marketing systems inhibit price transparency that affects the producers' abilities to respond to consumer demand. The present study is designed to do an assessment of complete value chain of citrus and to identify the major factors affecting the export of citrus from Pakistan. Data are collected through interviews and questionnaires and analyzed through value chain mapping and regression techniques. It is found that the citrus export sector is dominated by large well-established exporters whose profitability is based on a high volume, low margin business model. Export of Kinnow is primarily directed to low or middle-income countries from Pakistan as exporters have little competencies to compete in the developed world because of high protocols of quality attributes under Sanitary and Phytosanitary agreement of WTO. In the regression model, positive and significant coefficients on marketing research and quality certification strengthen the case of investment on research and development and improving the quality of the product to enhance Kinnow exports from Pakistan. Moreover, research should focus on reducing the high post-harvest losses of about 20-40%, to improve the yield per hectare and to produce seedless varieties for commercial use.

Page(s): 685-692

DOI: 10.21162/PAKJAS/18.6056

Published: Journal: Pakistan Journal of Agricultural Sciences, Volume: 55, Issue: 3, Year: 2018

Keywords:

Fruit exports , market share , value chain , Kinnow mandarin , export impediment

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