- Public-private partnerships enhance farmers’ digital literacy, ensuring fair pricing, efficient markets and sustainable cultivation
The cultivation of sunflower in Pakistan has emerged as a promising solution to meet the country’s growing demand for edible oil. Sunflower has been recognised for its high potential in fulfilling future oil requirements due to its adaptability to various climates and its ability to produce good quality vegetable oil. However, despite its advantages, there are several challenges and opportunities associated with sunflower cultivation in Pakistan.
In an era where technology is reshaping industries, sunflower farming in Pakistan stands at the cusp of transformation through tech-driven Corporate Social Responsibility (CSR) initiatives. Sunflower oil, often referred to as the “oil of the future,” holds immense potential to address the country’s edible oil deficit while ensuring sustainable agricultural growth. However, smallholder farmers face challenges such as limited market access, price fluctuations, and outdated cultivation practices. By integrating digital literacy programmes and precision agriculture tools into CSR efforts, companies can empower farmers with real-time market insights, advanced farming techniques, and direct access to buyers. This digital inclusion not only enhances productivity and profitability but also fosters a resilient and self-sustaining sunflower industry, ultimately driving rural development and food security.
One of the significant challenges faced by sunflower growers is the lack of proper markets for their produce. Without efficient market access, farmers may struggle to sell their crops at fair prices, leading to exploitation by middlemen. The absence of government procurement centers for sunflower further complicates the market situation. Without such centers, farmers may be left at the mercy of intermediaries, resulting in unfair prices for their produce. Sunflower growers are susceptible to price fluctuations in the grain market, which can significantly impact their income. Uncertain prices may discourage farmers from investing in sunflower cultivation.
Implementing inter-cropping systems can enhance sunflower productivity and profitability. By integrating sunflower cultivation with other crops, farmers can achieve higher gross and net profits, as well as improved cost-benefit ratios. The government has initiated policy measures to promote domestic sunflower production. By providing support to sunflower farmers, such as guaranteed sales at reasonable prices, policymakers can encourage increased cultivation and contribute to food security.
Investing in research and development to develop high-yielding sunflower cultivars can improve both the quality and quantity of sunflower production in Pakistan. By adopting improved cultivars, farmers can enhance their yields and profitability. Providing extension services and training programmes to farmers can improve their knowledge and skills in sunflower cultivation practices, pest and disease management, and soil fertility enhancement. Extension services can also facilitate the adoption of best practices for sustainable sunflower production.
Initiatives such as the Pakistan Oil-seed Development Board (PODB) can play a crucial role in regulating sunflower product prices and ensuring fair returns for farmers. By establishing transparent pricing mechanisms, PODB can incentivize sunflower cultivation and support the livelihoods of farmers.
Establishing value addition and processing facilities for sunflower oil extraction can create additional income opportunities for farmers and promote the growth of the sunflower industry. Value-added products such as sunflower oil, meal, and snacks can cater to domestic demand and contribute to export earnings. Government policies that support sunflower cultivation through incentives, subsidies, and market interventions can encourage farmers to adopt sunflower as a viable crop option.
Policy measures aimed at improving access to credit, agricultural inputs, and market infrastructure can further boost sunflower production. In conclusion, while sunflower cultivation holds great promise for addressing Pakistan’s edible oil deficit, addressing challenges such as market accessibility and price volatility is essential for realizing its full potential. Through policy support, research, and market regulation, Pakistan can foster a thriving sunflower industry that benefits both farmers and consumers. More specifically, digital literacy of small landholders must be ensured by bridging the prevailing gap of digital divide among the farming community by indulging public-private consortium. So, in this way, digital inclusion may be fostered which will eventually lead towards rural development.
The authors are from School of Management, Jiangsu University, Zhenjiang, Jiangsu, P.R. China/Department of Agribusiness and Entrepreneurship Development, MNS-University of Agriculture, Multan, Pakistan
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