ISLAMABAD
Sensing a lucrative opportunity, progressive farmers in Punjab are increasingly turning to broccoli cultivation, as the demand for the vegetable rises among upper-income consumers.
Although broccoli remains a niche crop compared to traditional vegetables such as cauliflower and cabbage, it is now widely available at major supermarkets, specialized vegetable outlets, and online platforms.
Currently, broccoli is being cultivated on the outskirts of major cities, particularly Lahore, as well as in Sheikhupura, Kasur, Sahiwal, and Pakpattan districts. “This is a profitable crop. There is a strong demand for broccoli in Lahore, Islamabad, and Karachi,” said Pir Mehmoud Chishti, a broccoli grower from village Tibba Sherkot in Pakpattan district.
Talking to Wealth Pakistan, Chishti noted that despite attractive prices, growers face uncertainty due to an underdeveloped marketing network for the exotic vegetable. “The retail price of broccoli ranges between Rs400 and Rs700 per 500 grams, which is significantly higher than cauliflower or cabbage,” he said.
However, he added that imported seed remains the highest cost in broccoli cultivation. Marketing also poses a major challenge for growers. Because broccoli is unfamiliar to the general public, its market is limited, Chishti explained. According to him, the main buyers include high-end hotels, departmental stores, and select vegetable shops in large urban centers such as Lahore, Karachi, and Islamabad.
Some farms also sell broccoli directly to affluent households through online platforms for its use in salads. “You cannot supply broccoli in large quantities. Sending small volumes is more profitable because the demand is limited. In case of oversupply, growers face losses,” he said.
