Federal Minister of Commerce Jam Kamal Khan on Saturday inaugurated the Pakistan Horticulture Development and Export Company's (PHDEC) first podcast series, marking the ministry's inaugural digital initiative for the horticulture sector.

According to an official statement, the initiative aims to improve awareness, share best practices and support growth in Pakistan's fruit and vegetable industry.

The podcast, titled Horticulture Horizons, will serve as a platform for farmers, exporters, researchers and policymakers. It will cover issues such as sustainable farming techniques, export strategies, value addition, post-harvest losses and climate change impacts.

International experts from leading agricultural countries will also participate as guest speakers to share global experiences and technical insights relevant to Pakistan's horticulture sector, the statement said.

PHDEC operates as a Section 42 company under the Trade Development Authority of Pakistan (TDAP) and has been involved in promoting horticulture development and exports. Its initiatives include the establishment of fruit dehydration units, facilitation of banana exports to Iran, distribution of more than one million mango and banana bagging bags, and the organisation of over 100 training workshops across the country.

The podcast builds on these initiatives by using digital media to disseminate information on climate-smart crop varieties and efficient irrigation practices.