ISLAMABAD, Feb 11 (APP):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.
Several varieties of broccoli are being cultivated in Pakistan, with the green variety being the most popular. The crop, often described as a superfood, is primarily grown during the cool season from September to March.
Vegetable seed dealers say all broccoli seed used in Pakistan is imported from countries such as Holland, Japan, China, and Thailand.
“A 10-gram packet costs around Rs3,000, making broccoli cultivation an expensive venture,” said Tahir Saleemi, a vegetable seed dealer.
He told Wealth Pakistan that developing local broccoli varieties could significantly reduce production costs.
“The seed production phase of broccoli falls in late March and April. Because of high temperatures during this period, we have not yet succeeded in developing a local variety,” said Wajeeha Khan, a broccoli expert at the Vegetable Research Institute (VRI), Faisalabad.
Talking to Wealth Pakistan, she said VRI scientists are experimenting with different sowing windows to overcome the temperature challenge. “Hopefully, we will succeed in developing a local broccoli variety in the future,” she added.
According to Ms Khan, broccoli requires low temperatures for optimal production, making the entire Punjab province suitable for its cultivation during winter. “It can easily be grown alongside cauliflower and cabbage in the same field,” she said.
Unlike traditional vegetables, broccoli is typically cultivated on small plots, sometimes on less than an acre. “Despite the limited area, it offers much higher returns to growers,” Khan noted.
Nutritionists also highlight broccoli’s health benefits as a key factor driving its growing popularity. Rich in fiber, vitamins C, K, and A, and compounds such as sulforaphane, broccoli is considered a nutrient-dense superfood.
“It supports heart health, boosts immunity, and strengthens bones,” said Syed Ali Haider, a nutritionist at a hospital in Lahore.
Talking to Wealth Pakistan, he added that broccoli contains antioxidants and bioactive compounds that help reduce cancer risk, aid digestion, and provide low-calorie, anti-inflammatory, and detoxifying benefits.