Clean eating culture expands as KP sees sharp rise in organic food consumption
PESHAWAR (APP): As the soft winter sun bathes Pabbi town, 35-year-old fruit seller Fahim Shah pulls his handcart into the bustling main bazaar amid high demands of organic food.
The fog still hangs low, but the street is already alive with vendors including Fahim shouting prices through loudspeakers following the sharp rise in consumption of organic food by consumers.
Fahim speedily arranges piles of bright yellow organic bananas which is his best-selling treasure and prepares for another day supporting his family as the sun set down through a growing trend that has changed his life.
For six years, Fahim has been part of the province’s fast-expanding organic food market. “We collect bananas from nearby villages and farms and bring them straight to the bazaar,” he said, his hands busy lining up the fruit. “Most people now prefer fruits that come directly from trees and fields. They avoid non-organic ones because of chemicals and pesticide sprays.”
Until 2019, Fahim was selling conventional produce, surviving on thin margins and unpredictable sales. But as people became more health-conscious, he shifted to organic fruits and the gamble paid off.
“One dozen organic bananas sell for Rs 120 to Rs 140 this year, compared to Rs 90 to Rs 110 for non-organic in 2024,” he explained. “Consumers’ response to organic fruits is very encouraging. Their taste and nutritional value make all the difference.”
Today, despite the rising cost of living, the motivated fruit seller has managed not only to sustain his business but also to employ two additional workers to keep up with demand. “People of all ages, women, senior citizens, children and government servants are now asking for organic options. We work tirelessly to meet the market demand,” he said with a smile while enjoying chicken corn soup.
With harsh winter setting in, Fahim’s cart carries more than just bananas. Organic oranges, walnuts, pine nuts, dates and apples fill the wooden trays, offering both flavor and profitability. He dreams of exporting these products someday if the government can support small sellers like him.
According to Dr Abdul Rauf, Director General of Agriculture Research, much of Pakistan northern Punjab, KP, eastern Balochistan, AJK, Sindh, and Gilgit-Baltistan has ideal conditions for organic farming. KP’s climate, particularly in Malakand, Hazara, and the merged districts of Kurram and Waziristan, is especially suitable.
“Pakistan’s fertile soil can produce excellent varieties of organic fruits and vegetables,” Dr Rauf reiterated. “Our walnuts, chalghoza, oranges, grapes, and apples are already preferred in domestic and international markets during winter.” The peas from Batakundi, Kalam, and Parachinar, along with wheat and maize from southern Punjab, KP, and Sindh, are naturally organic due to minimal pesticide use.
Farmers, he said, are steadily turning to organic agriculture because of its high profitability. “Organic farming can yield three times more profit than conventional methods. A farmer can earn up to 30 percent more profit from just one acre of organic produce.”
KP lacks a certification body, forcing farmers to rely on expensive services like Global GAP. “Certification costs about Rs1.5 million per five acres,” he said, adding that farmers undergo year-long training before they can qualify.
KP’s agriculture department has launched a major initiative i.e Certification of Agriculture Products and Organic Food Farming to train farmers and eventually offer certification locally. The government also plans to establish five research stations in Bajaur, Parachinar, Shawal, North Waziristan, Kalam, and Kaghan to support organic crop production.
“Climate change, including severe cold, has increased the number of insects and plant diseases,” Dr Rauf warned, recalling the devastating 2020 locust attack in southern KP besides 2022 and 2025 floods that wrecked hock in KP.
Health experts say the shift toward organic foods is not just a fad but a necessity. Professor Dr Malik Riaz, Principal Officer at Government Hospital Pabbi, noted that organic foods help prevent obesity, heart disease, infertility, allergies, and even certain cancers.
“One major cause of underweight births is the use of unhygienic and chemically treated food,” he said. He advised parents, senior citizens, and lactating mothers to choose organic food whenever possible to boost immunity and protect long-term health.
The experts demand that organic fruit culture has gained ground in less agriculture producing countries like Japan, UAE and if Govt provides agriculture loans to organic farmers, the population’s quality fruits and vegetable demands at reasonable prices would easily be met.
Back in Pabbi bazaar, Fahim watches as customers flock to his cart, picking up bananas or asking about walnuts and apples. For him, organic food is more than a business trend rather it is the thread that keeps his household running. “I started this with nothing,” he said, “but today I am able to fulfill my family’s household needs.”
He suggested special training to organic farmers by the agriculture experts to increase per acre production that would definitely make a positive impact on the fruits and vegetable prices in KP.
