By Dr. Ansab Ali | Lahore, Pakistan

LAHORE: The Punjab Agricultural Marketing Regulatory Authority (PAMRA) has launched four major initiatives aimed at modernising agricultural markets, improving sustainability, and strengthening services for farmers and consumers, in line with Chief Minister Maryam Nawaz’s vision for agricultural reform.

The initiatives are designed to modernise the province’s agricultural marketing system, improve value chains, promote environmentally responsible practices, and ensure the availability of safe, high-quality agricultural produce.

One of the flagship projects is the Waste to Value Project, which will be implemented through a Public-Private Partnership (PPP) model. The initiative will convert organic waste generated in agricultural markets into value-added products, promoting scientific waste management, environmental protection, and the circular economy while creating new business and employment opportunities.

PAMRA has also introduced Mandi Mart, a modern wholesale and retail platform aimed at improving the marketing and distribution of agricultural produce through a more transparent and efficient supply chain connecting farmers directly with consumers.

To strengthen environmental awareness, the authority has launched the Green Walk initiative, which will encourage cleanliness, tree plantation, sustainable market practices, and environmental conservation among market stakeholders.

In addition, PAMRA has introduced an Online Registration System for Organic Farmers, allowing growers to register digitally. The initiative is expected to promote certified organic farming, improve product traceability, and expand market access for organic produce.

Speaking on the occasion, Dr. Kiran Khursheed, Secretary Food Safety and Consumer Protection, said that adopting digital technology, transparency, and sustainable practices had become essential for meeting the evolving needs of the agricultural sector. She said the new initiatives would strengthen market governance, improve regulatory efficiency, support scientific waste management, and encourage the growth of organic agriculture.

She added that the department and its affiliated institutions are working together to provide better services to farmers, market stakeholders, and consumers through modern, transparent, and efficient regulatory mechanisms.