Export pioneer putting Pakistan on the global fruit map - BIG interview with Arif Muhammad Rana

For many global buyers, sourcing from emerging origins often raises concerns about consistency, traceability, and compliance. How can importers ensure that the fruit arriving in their ports meets the same standards promised at harvest? These challenges are exactly what Arif Fresh Fruits Company has been addressing for over three decades — combining family legacy with world-class technology to deliver citrus, mangoes, potatoes, and persimmons that meet international expectations.

Today, the company stands among Pakistan’s leading exporters, known for its large-scale Sunkist-grade packhouses, in-house quality testing, and pioneering role in modernising the country’s fresh-produce sector. With the new citrus season underway, Fructidor spoke with Mr. Arif Muhammad Rana, CEO of Arif Fresh Fruits, who shared how the company continues to drive innovation, ensure reliability, and strengthen Pakistan’s reputation in the global fruit trade.

How did Arif Fresh Fruits begin, and what motivated you to turn it into one of Pakistan’s leading fresh-produce exporters?

Mr. Rana: Arif Fresh Fruits began with my father in 1988. While in Singapore, he saw unmet demand for Pakistani citrus and mangoes, started air shipments of mango, and later went to Pomona, USA, for hands-on post-harvest citrus training. At that time, Pakistan had only 2–3 citrus exporters, and there was no proper concept of food-grade waxes or fungicides. He brought that technology back, replacing manual tub washing with proper processing lines, and over time, we built 3–4 full-scale lines. Our latest line has a 40–60 tons per hour capacity, featuring a Sunkist-spec washing system (with original U.S. brushes) and Spanish waxing & sizing equipment. In those early years, Pakistan’s citrus exports were barely 100 containers, so he encouraged farmers to plant more by offering higher returns. That initiative helped expand citrus farming and paved the way for the 40,000+ containers exported today, establishing Arif Fresh Fruits as a pioneer of technology and standards in Pakistan’s fresh-produce sector.

Your company is known for citrus, potatoes, and persimmons. Which of these products define your identity the most, and why?

Mr. Rana: Citrus is our signature. It’s where our 40–60 TPH packhouse, post-harvest coatings, and grading technology deliver consistent, premium quality to our buyers. Our two main pillars remain citrus and mangoes, while potatoes and onions help balance operations year-round. We’re also proud to be the only company in Pakistan that processes and exports persimmons at scale, using our proprietary astringency-removal technology to ensure fruit sweetness and uniformity for export markets.

As the new citrus season begins, what are your expectations — both for quality and market demand?

Mr. Rana: We’re expecting a strong season ahead. Timely rains and favourable weather during flowering have resulted in better fruit set, cleaner skins, and improved internal quality. On the demand side, our key markets are steady, and we expect consistent pull from GCC and Asian buyers, with pricing adjusting to quality and freight trends throughout the season.

Which varieties and destinations are driving your citrus exports this year, and have you seen any emerging markets showing strong interest?

Mr. Rana: Pakistan’s citrus exports revolve around one flagship variety, Kinnow (Mandarins). Our major markets this year are Indonesia and Russia, followed by GCC countries like the UAE, Saudi Arabia, Oman, and Bahrain, as well as Eastern Europe and CIS. We’re now exploring East Africa and Central Asia as new growth markets where demand and cold-chain potential are rising.

What are the main challenges for Pakistani citrus on the global market — and how does Arif Fresh Fruits ensure consistent quality and freshness from orchard to arrival?

Mr. Rana: Our biggest challenge is the short export window in the Far East — Chinese mandarins exit the market by late January, creating a brief gap we can fill, but our own season ends by March. We’ve urged the government to introduce new, later-maturing citrus varieties so Pakistan can continue exports until mid-May. As for quality, our rule is simple: “If the fruit doesn’t look good to your eye, it doesn’t go in the box.” We rely on advanced waxes, MRL-compliant fungicides, and our Sunkist-grade 40–60 TPH line with strict visual grading and temperature control. Our pre-cooling, cold storage, and container monitoring ensure that the fruit arriving overseas is as fresh as when it left our facility.

Potatoes and persimmons are also part of your export mix. How do these products help you balance operations and maintain year-round activity?

Mr. Rana: We have a dedicated team of around 1,500 people, including many who’ve been with us since 1988 — we truly operate like a family. Potatoes and onions keep our logistics and workforce active year-round, while persimmon exports create an additional season utilising our astringency-removal technology. This product mix ensures our facility, manpower, and cash flow remain active all year, rather than being limited to a few months of citrus exports.

You also import garlic and ginger. What’s the strategy behind combining export and import activities within the same company?

Mr. Rana: We maintain direct contracts with supermarkets and high-end retailers across Pakistan, so we import to stabilise supply and prices whenever local availability dips. Currently, we import 20–30 containers weekly of ginger and garlic to fulfil our commitments. In 2015, under the Prime Minister’s directive, we imported 600 containers of Dutch potatoes during a national shortage, and in 2022, we brought in 200–250 onion containers to stabilise the market. These operations use our existing reefer logistics, QC, and compliance systems, allowing us to stay productive and financially stable even in off-peak export periods.

What key certifications, technologies, or processes give your company an edge in maintaining international standards and buyer trust?

Mr. Rana: We’re fully compliant, ensuring our fruit meets international safety and traceability standards. Our facility uses Sunkist-grade U.S. washing brushes, Spanish waxing systems, and an advanced electronic roller sizer for precision grading by diameter. We also run an in-house QC laboratory for brix, acidity, MRLs, and pulp-temperature testing. Each lot is digitally traceable from orchard to container, supported by barcoded pallets and temperature-logged cold-chain tracking. These technologies ensure clean arrivals, consistent quality, and long-term buyer confidence.

Pakistan’s fruit sector has huge potential. What steps do you think are needed to boost its global reputation and competitiveness further?

Mr. Rana: Pakistan needs a focused export policy where only qualified, compliant exporters are licensed to represent the country. The government should offer targeted subsidies such as freight support and financing for authorised exporters to help them compete globally rather than domestically. At the same time, we need new citrus varieties, stronger research programmes, and modern reefer infrastructure. A smaller pool of high-standard, verified exporters will lift grower returns, improve consistency, and enhance Pakistan’s image in international markets.

Finally, what message would you like to send to global partners as you enter the new citrus season?

Mr. Rana: This season, we’re not just shipping fruit — we’re shipping trust, technology, and decades of experience. From advanced post-harvest systems and precision roller sizing to farmer partnerships, every box we pack represents Pakistan’s best citrus and our commitment to quality, transparency, and on-time delivery. We enter every season with the same promise: clean fruit, clean business, and clean partnerships. We don’t export cartons — we export credibility.

Watch the video here.

For partnership opportunities, contact us through the form or reach out to Mr. Arif Muhammad Rana +92 347 2020020 or via email