What suppliers and buyers should know about Pakistan’s fresh produce market: BIG interview with Arif Muhammad Rana

Supply chains are under pressure from all sides. Volatility in freight, tighter phytosanitary controls, uneven harvests, and rising buyer expectations have made reliability more valuable than volume. In this environment, traders who can operate across both exports and imports — and respond when supply tightens — are playing an increasingly important role.

Based in Pakistan, Arif Fruits is active across citrus exports and the import of essential produce, with a strong focus on quality control, cold chain discipline, and long-term partnerships. As the company prepares to meet partners at Fruit Logistica Berlin, Arif Muhammad Rana explains how Arif Fruits operates today, where it is expanding, and what suppliers and buyers need to understand when working with Pakistan’s fresh produce market.

Fructidor: What are the core activities of Arif Fruits in the fresh produce trade today?

Arif Muhammad Rana: Arif Fruits is involved in the complete fresh produce supply chain, covering both exports and imports. On the export side, we source fruits directly from growers, ensure strict quality control, and handle sorting, grading, packing, and cold chain logistics in line with international standards. We mainly export products such as kinnow mandarins, mangoes, persimmons, and other seasonal fruits to international markets.

On the import side, we specialise in garlic and ginger, which we source directly from overseas suppliers and supply to the local market through established distribution channels. We also have direct business relationships with supermarkets and wholesale buyers across Pakistan. In addition, whenever there is a shortage of any essential produce in the country, we actively step in to import and help fulfil local demand.

In the past, during potato and onion shortages in Pakistan, we worked closely with the authorities and market stakeholders to ensure timely imports and a stable supply, supporting both consumers and the market.

Fructidor: Which citrus products are you currently offering for export?

A. M. Rana: We are currently exporting a range of premium citrus products, with a strong focus on kinnow mandarins in various grades and quality levels to meet different market requirements. In addition to fresh kinnow, we offer other citrus varieties such as sweet oranges and lemons, depending on seasonal availability and buyer demand.

All our citrus exports are carefully sorted, graded, and packed according to international standards to ensure freshness, shelf life, and consistent quality for our overseas customers.

Fructidor: Which markets are you supplying, and where are you looking to expand?

A. M. Rana: At present, we are supplying markets in the Middle East, particularly GCC countries such as the UAE and Saudi Arabia, as well as Southeast Asian markets including Malaysia and Singapore.

At the same time, we are actively working to expand into new regions such as East Asia, Europe, and Africa, where there is growing demand for Pakistani citrus. Our focus is on building long-term partnerships with importers and distributors in these regions to establish a stable and sustainable presence.

Fructidor: What buyer profiles and supply models are you prioritising for citrus?

A. M. Rana: For citrus, we mainly prioritise working with established importers, wholesale distributors, and supermarket supply chains that can handle consistent volumes and maintain proper cold chain systems. Our focus is on buyers looking for long-term supply programmes rather than spot shipments, as this allows us to plan production, packing, and logistics more efficiently.

We work with both seasonal contracts and repeat spot orders, depending on the market and customer needs, but our preference is to develop long-term relationships with fixed quality standards and packing specifications. This approach ensures stable demand for growers, consistent quality for buyers, and reliable business growth for both sides.

Fructidor: What key quality or logistical requirements should new buyers be aware of?

A. M. Rana: Quality and logistics are critical in fresh produce, especially for citrus. We follow strict grading, sizing, and packing standards, so buyers need to clearly define their quality specifications, packaging requirements, and labelling needs in advance.

Maintaining the cold chain from packing to final delivery is essential to protect shelf life. Buyers must also ensure proper temperature control and fast clearance at destination ports. From a logistics perspective, timely documentation, clear payment terms, and good coordination with shipping lines and clearing agents are very important to avoid delays. When both sides are aligned on these points, shipments run smoothly and product quality is preserved.

Fructidor: Why is Arif Fruits currently seeking suppliers of ginger and garlic?

A. M. Rana: We are seeking additional suppliers of ginger and garlic because demand for these products is very strong and consistent, both in the local Pakistani market and in CIS countries where we are also active. We do not want to rely on a single supplier, as any delay, missed vessel, or shipment issue can disrupt the supply chain and affect our commitments to customers.

Since we supply supermarkets, wholesalers, and bulk buyers, continuity of supply is extremely important. By working with multiple reliable suppliers, we can ensure stable volumes, timely shipments, and consistent quality throughout the season, while managing logistics and market risks. Our objective is to build long-term partnerships with dependable exporters who can grow with us over time.

Fructidor: What origins and specifications are you targeting for these products?

A. M. Rana: Under Pakistan’s Plant Quarantine regulations, garlic can only be imported from China, while ginger is permitted from China, Indonesia, and Thailand. We strictly follow all phytosanitary and inspection requirements set by the Plant Protection Department to ensure smooth clearance.

Both garlic and ginger are packed in 20-kg mesh bags with loose loading in containers to allow proper ventilation. For garlic, we target bulb sizes of 4.5 to 5.5 centimetres, with firm, well-cured bulbs and clean outer skin to ensure good shelf life. For ginger, we prefer roots of 150 grams and above, with mature skin, good shape, and minimal fibre, suitable for both supermarket and wholesale markets.

In addition to quality, suppliers must be able to maintain regular shipment schedules and consistent grading to support our continuous supply programmes.

Fructidor: What are your main objectives at Fruit Logistica Berlin this year?

A. M. Rana: Our main objective is to strengthen existing relationships and, more importantly, to build new long-term partnerships with reliable suppliers and buyers from around the world. We are particularly focused on securing consistent and competitive supply programmes for key import items such as garlic and ginger, while also expanding export markets for Pakistani citrus and other fresh produce.

We also want to explore new products, new origins, and improved logistics solutions that can increase supply chain efficiency and reduce risk. Overall, our goal is not to do spot deals, but to develop sustainable, long-term business collaborations that support growth on both sides.

Arif Fruits welcomes discussions with importers, exporters, and suppliers interested in long-term cooperation across citrus, garlic, and ginger programmes. To arrange a meeting or a free consultation, send your inquiry today.