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.
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