In a significant move to uplift Pakistan’s beverage industry, the Fruit Juice Council has proposed a reduction in tariffs aimed at enhancing exports and empowering the formal sector.
The proposal was presented during a high-level meeting with Federal Minister for Commerce, Jam Kamal Khan, where key stakeholders from the industry convened to address the pressing challenges they face.
Led by top manufacturers, including representatives from industry giants like Pepsico and Nestlé, the Council emphasized the urgent need to create a level playing field for formal producers. Members of the Fruit Juice Council pointed out that the growing dominance of the informal sector continues to undercut the formal industry, limiting its ability to meet international quality standards and compete in global markets.
“The informal sector’s unchecked growth poses a direct threat to the country’s export potential,” said one Council representative. “Without government intervention, the formal sector will continue to operate at a disadvantage, unable to scale or innovate to international expectations.”
Minister Jam Kamal Khan expressed strong support for the Council’s concerns, noting that empowering the formal food and beverage industry is essential for economic progress. “Only by strengthening our formal industry can we meet global benchmarks and unlock our true export potential,” he stated. He also highlighted the resilience of Pakistan’s agriculture sector, noting that fruit-based products remain among the most promising export commodities.
The Fruit Juice Council stressed that with reduced tariff burdens and stricter regulation of the informal sector, exports of fruit juice and related products could see rapid growth. Regions such as the Gulf, European Union, Central Asia, and the Americas were identified as key markets with untapped demand for Pakistani fruit-based beverages.
The meeting concluded with a shared commitment to ongoing collaboration. The Council welcomed the government’s assurance of regular consultations and policy support, while the Commerce Ministry praised the industry’s proactive stance.
With the Fruit Juice Council and the government working hand-in-hand, Pakistan’s formal fruit juice industry is poised to expand its footprint in global markets—unlocking growth, jobs, and greater economic resilience.