PCJCCI plans fruit sector initiative

LAHORE: The Pakistan China Joint Chamber of Commerce and Industry (PCJCCI) is set to launch a new platform aimed at bolstering the peach industry by integrating e-commerce and rural tourism, officials said on Wednesday.

The initiative, unveiled during a think tank session at the PCJCCI Secretariat, seeks to enhance the industry’s strength and expand farmers’ income. The session was chaired by PCJCCI President Moazzam Ghurki, who highlighted the renowned status of Swat peaches, a fruit that rivals the popularity of mangoes in Pakistan’s northern territories.

Despite the recent tourism boom in Swat, the peach sector has lagged, contributing a mere 4 to 5 percent to the local economy. Ghurki suggested that government incentives and the establishment of processing facilities could accelerate industry growth.

PCJCCI's Senior Vice President Fang Yulong noted the significant time savings for transportation to major cities following the construction of the Swat Motorway. Drawing parallels with a Peach Flower Festival in Xinjiang, China, Fang proposed similar events to stimulate tourism and the fruit sector in Swat.

Vice President Hamza Khalid emphasized the need for technological collaboration with China, citing a successful partnership that led to the development of an advanced sprinkler system enhancing peach yields and quality.

The ongoing expansion of the Swat Motorway, part of the China Pakistan Economic Corridor (CPEC), is expected to further facilitate the distribution of Swat peaches across Pakistan.