Cherry and apricot marketing in Gilgit-Baltistan: A case study of the northern region's fruit market

Gilgit-Baltistan, a northern region of Pakistan, is known for its diverse and thriving fruit market with great potential for cottage industry. Cherry and apricot production in Gilgit-Baltistan is a cornerstone for the local economy, yet farmers face significant marketing challenges due to infrastructural deficits and limited value-addition capabilities. This study investigates these challenges and explores opportunities for enhancing market competitiveness. A descriptive survey design was employed, collecting data from 200 farmers across 10 districts. Main results reveal considerable gaps, including a 100% lack of cold storage access, moderate to high transport problems (average rating: 3.5/5), and only 25% assuming standardised packaging. High input costs (reported by 70% of farmers) and low returns (<50%) further aggravate the economic burden. Despite these obstacles, the region’s organic produce and unique brand offer favourable growth methods. The purposeful interventions like infrastructure development, farmer collaboration, value-added product promotion, and policy reforms are recommended to reduce post-harvest losses, enhance market access, and elevate farmer incomes. Through addressing these systemic issues, Gilgit-Baltistan will be able to base its horticultural strengths and will secure a sustainable and profitable fruit market.