Teaching Note: Ahmed & Co: unleashing Pakistan’s date export potential

This case study had focused on Ahmed, a second-generation date farmer in Khairpur, Pakistan (a city in the province of Sindh, located in Pakistan), in the month of June 2023, whose business navigated the challenges and opportunities in the local and global date markets. Despite Pakistan’s position as one of the world’s leading date producers, the country had contributed less than 2% to global exports due to a lack of value addition, modern processing and branding. This case had explored strategies that overcame these hurdles, such as investing in value-added products, obtaining organic certifications, enhancing infrastructure and diversifying into emerging...