Tackling Citrus Export Decline: Strategies for National Fruit Processing Factory
As citrus exports plunged and climate risks mounted, National Fruit Processing Factory faced a defining choice: adapt through diversification or risk decline in a shifting global agribusiness landscape.
At a glance
Year Founded
2002
Location
Sargodha, Pakistan
Type of Business
Agribusiness
Key Challenge
73% decline in export volumes
(From 2020–21 to 2024–25)
Abstract
National Fruit Processing Factory, a leading citrus processor and exporter based in Sargodha, Pakistan, has experienced a sharp decline in kinnow mandarin exports, falling by 73 percent from 1,500 containers in 2020–21 to just 400 containers in 2024–25. This dramatic drop not only threatens the legacy of the family-owned enterprise but also highlights the ongoing challenges facing Pakistan’s citrus farming and exporting sector.
This case study examines the internal and external forces behind the decline, including climate change impacts, orchard mismanagement, seasonal dependency, geopolitical disruptions, and supply chain inefficiencies. Drawing on export data, industry trends, and operational analysis, the study highlights how adverse weather, water scarcity, disease prevalence, and limited market diversification have converged to erode competitiveness.
The research adopts a problem-solving approach, evaluating strategic options for recovery through diversification into other crops such as mangoes, potatoes, and onions, alongside geographic sourcing expansion to reduce vulnerability to localized shocks. It emphasizes the need for investment in cold chain infrastructure, multi-fruit processing capabilities, and stronger farmer collaborations to improve quality at the source. Policy engagement emerges as essential, particularly in promoting Good Agricultural Practices, disease-resistant plant varieties, and efficient irrigation systems.
The findings suggest that a coordinated strategy involving product diversification, technological upgrades, and public-private partnerships could restore growth, stabilize supply, and expand market opportunities for National Fruit Processing Factory as well as the wider citrus industry in Pakistan. This case encourages readers to evaluate how agribusinesses in emerging markets can respond to environmental and geopolitical challenges while maintaining export competitiveness in a global food system.
Cover Photo: Graphic Node on Unsplash
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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