Pakistan’s agriculture is dominated by the production of wheat, cotton and more water thirsty crops such as rice and sugarcane. A significant proportion of the country’s labour force is engaged in the production of these crops which offer modest returns, while straining the country’s scarce water resources. Yet, within the existing agricultural landscape lies a vibrant but overlooked opportunity: floriculture.
With its diverse climate, rich soils and proximity to major markets, Pakistan is well suited to boost its production of roses, gladiolus, marigolds and many more flowers and other ornamental plants. By investing in floriculture, Pakistan could lift rural incomes, generate new jobs and tap into the booming global flower market, which is already a multi billion dollar industry that keeps expanding.
Investing in floricultural production makes both economic and environmental sense for a water-stressed country like Pakistan, where its existing crop choices consume well over 90% of all available freshwater. Flowers require significantly less water than water-intensive crops like sugarcane or rice, yet they offer far greater returns per acre. Growing flowers also needs much less land, which makes them a smarter choice for smallholders with limited acreage.
Moreover, floriculture can diversify rural economies. Flowers are not only sold fresh, but can be processed into essential oils, perfumes and natural dyes, which offer opportunities for value addition and can help create employment in processing and logistics. Well planned value addition could significantly boost export revenues as well.
Despite this potential, floricultural production within the country remains informal, under-financed and poorly organised. Farmers face volatile prices, high spoilage due to inadequate cold storage and inefficient transport. Most flower growing farmers lack advisory support to help them improve yields, manage disease or adapt to changing market demands.
Nowhere is this paradox clearer than in Kasur, especially in Pattoki tehsil, home to Pakistan’s largest flower market. Most flower producers in Pattoki, and the adjoining tehsils, are small growers who lack the knowhow and capacity to adopt modern harvesting techniques, build climate-resilient greenhouses or invest in drip irrigation.
Floriculture can play a role in enabling adaptation. Increased heat, severe droughts and recurrent floods have repeatedly damaged traditional crops, impacting the livelihoods of millions of poor farmers. Flowers, with their shorter growing cycles and lower water needs, offer a more flexible and resilient alternative.
However, smallholder flower farmers need to be better equipped to cope with climate risks as well. Without targeted support, floricultural producers will also remain vulnerable to climate-induced shocks.
Unlocking the promise of floriculture requires deliberate policy action. The government needs to integrate floriculture into national agricultural strategies and offer incentives for private investment in cold chains, logistics and processing. Public-private partnerships can help build essential post-harvest infrastructure and support growers in meeting export standards. Strengthening access to markets and expanded access to finance can help increase yields and farmer incomes. Expanding agricultural extension services and offering specialised training in floriculture would help farmers adopt best practices, improve quality and tap into high-value global markets. Digital platforms can further connect farmers directly with buyers, reducing dependence on middlemen and improving profit margins.
Pakistan stands at a crossroads. It can continue to rely on water-thirsty, low-value crops that leave farmers vulnerable to climate extremes. Or else, it can diversify into high-value sectors like floriculture that offer resilience, sustainability and prosperity. With strategic support, existing floricultural production areas in not only Kasur, but also in Chakwal, Thatta, Hyderabad, Haripur and Swat could expand and turn into powerful drivers of inclusive rural growth.
