On the directive of Chief Minister Maryam Nawaz, the Punjab government has initiated a comprehensive digitization plan for fruit and vegetable markets across the province. The initiative aims to enhance market transparency, introduce efficient pricing controls, and modernize outdated infrastructure in one of the province’s most critical supply chains. The digital system will be rolled out in phases, with special emphasis on making the Kacha Fruit and Vegetable Market a model facility by November.
The new approach includes deploying technology-driven tools to monitor market operations in real-time, ensuring better accountability and price regulation. Sanitation operations in key market areas have been officially handed over to Lahore Waste Management Company (LWMC), which is expected to improve hygiene standards in these high-traffic zones. The restructuring also involves outsourcing the collection of market fees, a step that has already begun yielding higher revenue compared to traditional collection practices.
Secretary Price Control, Dr. Ehsan Bhutta, chaired a key meeting to review progress on the digitization efforts. Director General of the Punjab Agriculture Marketing Regulatory Authority (PAMRA), Tariq Basra, presented updates on departmental operations and ongoing projects. The meeting highlighted the successful implementation of pilot initiatives and the expanding scope of the digitization framework.
Dr. Bhutta emphasized that extending the outsourcing model to more markets will help the department meet its enhanced revenue targets. He also warned of strict action against underperforming market committees that fail to achieve their annual goals. The performance of these committees will now be monitored more closely through digital tools and centralized reporting systems to identify and resolve inefficiencies.
To improve internal capacity, the department has initiated a performance and skills development program under the PEHAM (Performance Enhancement and Human Asset Management) initiative. The Secretary instructed the immediate design of tailored training modules for officers and staff. These modules are expected to build capacity for managing digital tools, enhance service delivery, and promote transparency in day-to-day operations.
The digital transformation of Punjab’s agricultural markets is part of a broader strategy to bring governance innovation and efficiency to public service delivery. With the integration of real-time data, electronic monitoring, and revenue automation, the province aims to improve both consumer protection and institutional performance across the agriculture supply chain.
Senior officials from PAMRA and LWMC, along with representatives from district administrations, have been directed to coordinate closely to ensure timely execution of tasks and meet digitization targets. The provincial government is expected to expand this model to additional sectors in the coming months as part of its broader commitment to governance reform and digital modernization.
