Pakistan Horticulture Development & Export Board (PHDEB) is on the forefront of developing value addition industry by creating the requisite linkages for joint ventures and investment arrangements. An established processing industry will further grow horticulture sector in Pakistan by addressing the issue of post harvest losses.
During his visit to Pakistan, Mr. Chatchai Boonyarat (Chairman Malee Thailand) was invited to PHDEB to discuss diverse canning and juicing options available in Pakistan. Accordingly Mr Chatchai visited the Head Office Lahore alongwith Mr Mian Muhammad Iqbal (Malee local distributor). CEO of PHDEB Mr Shamoon Sadiq welcomed the guests alongwith his team of Mr. Kashif Niazi (Manager Marketing), Mr. Sarfraz H. Iqbal (Manager Project), Mr. Azam Tareen (Manager Finance), Mr. Kashif Nazir (Assistant Manager IT), Mr. Agha M. Ajmal (Media Consultant).
Mr Shamoon Sadiq, CEO PHDEB, briefed the guests about PHDEB’s role in the horticulture export and also dwelled upon the opportunities available for canning/juicing unique products (like Kinnow mandarin, Guava, Mango, etc) from the bountiful Pakistan. It was further pointed out that due to government’s duty free incentives and low running costs here, Malee will be in position to economically serve the large growing consumer base of Pakistan and adjacent regional markets.
Mr. Chatchai Boonyarat , Chairman Malee, asked many pertinent questions and the discussion was fairly fulfilling as he felt quite assured on investing in Pakistan. It was decided that Malee will further develop the concept in-house and PHDEB will provide full support and facilitation on every step.
Malee Sampran Public Company Limited Thailand is the leader in the market of fruit juice, canned fruit, UHT milk and beverages. Malee has put emphasis continuously and significantly on brand building in the domestic and export markets. In Pakistan, Malee has become a household name all because of the efforts of its distributor Mian Muhammad Iqbal who is quite positive that establishing a unit in Pakistan will further strengthen the brand in the market.