Pakistan is producing more than 30 types of different fruits of which citrus fruit is leading among all fruit and constitutes about 30% of total fruit production in the country. Above 90% of citrus fruits are produced in Punjab province and distributed through different value chains in domestic as well as in international markets. A large part of citrus fruit produced in Pakistan is mostly consumed locally without much value addition; however, 10–12% of total production is exported after value addition. The value chains are very diverse, and a number of different players actively participate in these chains, which ultimately decide the destination of citrus fruit in these supply chain(s). Knowing all these facts, the main aim of this research is to identify different value chains of citrus fruit (Kinnow) in Pakistan and also to identify and discuss the role and function of different value chain players in the citrus industry in Pakistan. A survey involving of different players of Pakistan’s citrus industry was conducted in 2013–2014 to better understand the citrus value chain(s). Using a convenience sampling technique, a total of 245 respondents were interviewed during a period of 4–5 months from three leading citrus-producing districts. It was found that citrus value chains can be classified into two major types: unprocessed citrus value chain and processed citrus value chains. It was also found that in the past, a large number of citrus growers were involved in preharvest contracting for their orchards and only a small number of citrus growers sold their orchards directly into local and foreign markets. The proportion has been gradually changed now and growers are becoming progressive and more market oriented.
Part of the book: Agricultural Value Chain