Export to KSA: Fruit industry highlights potentials, challenges

KARACHI: Pakistan’s value-added fruit industry has highlighted key challenges and proposed practical solutions to significantly enhance exports to Saudi Arabia following the signing of the tripartite defence agreement described as the “Makkah Pact”.

A detailed briefing was given to Abdulrahman Al-Fadley, Saudi Minister of Environment, Water and Agriculture, in the presence of Federal Minister for National Food Security & Research Rana Tanveer Hussain, Federal Minister for Commerce Jam Kamal Khan, PM’s Coordinator on Agriculture Ahmed Umair, and senior officials from the Ministry of Commerce and the Ministry of National Food Security & Research.

Waheed Ahmed, Patron-in-Chief of the All Pakistan Fruit & Vegetable Exporters Association (APFVEA), said that while Pakistan has the capacity to become a major supplier, the industry currently faces high tariffs, lack of direct B2B linkages, and limited recognition of international certifications in the Saudi market.

Saudi Arabia imported around USD 448 million worth of fruit and vegetable concentrates globally in 2025, whereas Pakistan’s exports to the Kingdom stood at only USD 525,000, giving Pakistan a share of less than 0.15 percent of the Saudi import market.

“The Makkah Pact has opened a new chapter in Pakistan-Saudi relations. Despite existing challenges, our value-added fruit industry is ready to translate this growing strategic partnership into stronger economic and trade ties. Pakistan has the raw material, processing capacity and international quality credentials to become a reliable supplier to the Saudi food and beverage industry,” Waheed said.

He added that Pakistan’s objective was to capture a substantially larger share of Saudi Arabia’s value-added fruit, juice and concentrate market through processed products and long-term industrial partnerships.

In 2025, Pakistani companies exported 10,418 tons of fruit concentrates worth USD 28 million to international markets. Major global companies including Nestlé, PepsiCo, Coca-Cola, Unilever and Döhler have already qualified Pakistani processors.

Waheed particularly highlighted Pakistan’s Chaunsa mango, whose pulp has a Brix level of around 22±1, offering cost efficiencies to Saudi beverage manufacturers. Pakistan’s fruit concentrate industry has an estimated capacity of 130,000 tonnes annually, supported by modern processing facilities and certifications including Global G.A.P., FSSC 22000, HACCP, ISO 22000, SEDEX/SMETA and Halal.

To overcome existing barriers, the industry has proposed preferential tariff treatment of 5 to 10 percent for processed fruit concentrates under an enhanced trade arrangement, along with government-to-government matchmaking between Pakistani exporters and Saudi food manufacturers.

According to Waheed, Pakistani processors can supply up to 6,000 tons within three months, increase supplies to 18,000 tons within 12 months, and potentially reach 55,000 tons within three years with additional investment in processing and aseptic-filling capacity.

The proposed roadmap envisages immediate engagement with Saudi buyers and product approvals through the Saudi Food and Drug Authority, followed by long-term B2B partnerships and stronger bilateral industry engagement.

Copyright Business Recorder, 2026