Pakistan has entered the podcast era — and this time, it’s not about entertainment.
The Ministry of Commerce has officially launched its first podcast studio, marking a shift toward digital communication aimed at strengthening Pakistan’s horticulture sector and boosting exports.
The initiative was inaugurated by Jam Kamal Khan, with the podcast titled “Horticulture Horizons”. The project is being led by the Pakistan Horticulture Development and Export Company (PHDEC).
Why a Podcast?
According to officials, the podcast will focus on:
- Modern farming techniques
- Climate-resilient agriculture
- Export standards for international markets
- Reducing post-harvest losses
- Practical guidance for growers and exporters
Episodes will feature local and international experts and will be available on major streaming platforms.
The Bigger Goal: $2 Billion in Exports
Pakistan currently exports fruits and vegetables worth hundreds of millions of dollars annually, but officials believe the sector has far greater potential.
The government is targeting $2 billion in horticulture exports over the next three years, particularly focusing on premium markets in the Middle East and Europe.
PHDEC has already been involved in initiatives such as:
- Supporting fruit processing and dehydration units
- Improving packaging and cold-chain logistics
- Facilitating new export routes, including regional markets
A Shift Toward Digital Governance
The launch of a podcast may seem symbolic, but it signals a broader shift:
Pakistan’s government is experimenting with digital tools to reach farmers, exporters, and agribusinesses directly — bypassing traditional paperwork-heavy communication.
If executed well, this could help bridge the information gap that often prevents small growers from accessing international markets.
Why This Matters
Horticulture is one of Pakistan’s most underutilized export sectors. With better awareness, training, and access to global standards, experts believe it could become a major contributor to economic growth and job creation.
Whether a podcast alone can move the needle remains to be seen — but it’s a clear sign that digital outreach is becoming part of Pakistan’s economic strategy.
