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Transcript/ScriptTV Progressive Female Farmer -- WEB
HEADLINE: A Female Entrepreneur Attempts to Break Into Male Dominated Agriculture Industry in Pakistan
TEASER:
PUBLISHED AT: 03/06/2022 at 4:37 pm
BYLINE: Saman Khan
CONTRIBUTOR:
DATELINE: Manawala, Pakistan
VIDEOGRAPHER:
VIDEO EDITOR:
SCRIPT EDITORS: MPage, sv
VIDEO SOURCE (S): VOA Original | VOA Urdu Service
PLATFORMS (mark with X): WEB __ TV _x_ RADIO __
TRT: 2:21
VID APPROVED BY: mia
TYPE:
EDITOR NOTES: see question below))
((INTRO))
[[The business model for farming produce in Pakistan has been the same for years. However, a young female entrepreneur is attempting to change the male dominated multibillion dollar industry by cutting out the middleman all together. VOA’s Saman Khan has filed this report from Manawala, Pakistan narrated by Bezhan Hamdard.]]
((NARRATOR))
Fatima Zakka of Lahore city has come to Manawala village in the Punjab province with a message of modern farming. She advises local farmers to not just continue farming cabbage, as many in the area have done for years, but to branch out and grow Chinese cabbage, asparagus, and rocket leaves as well. However, farmers find it risky to begin new adventures.
((Mehmood Ahmad, Kamboh Partner Farmer)) ((Male in Urdu))
“The landowners are hesitant at first because so many things are unknown for them. But, once they plant a small area and see that it is more beneficial, they tend to change to new concepts.”
((NARRATOR))
She is aiming to add new partners to her online shopping business, The Farmette, where customers can directly purchase fresh produce from farmers instead of going to a shopping center.
((Fatima Zakka, The Farmette Founder)) ((Female in Urdu))
“We started this platform 12 months ago as one stop shop for premium organic grade A quality fresh produce that are locally produced and directly delivered to customers instead of imported goods from different places.”
((NARRATOR))
What began with one farm has grown to include 14 farms in three provinces across the country. Based on market need, Zakka advises partners on which vegetables or fruits they should cultivate.
((Fatima Zakka, The Farmette Founder)) ((Female in Urdu))
“Our farms have fresh mushrooms, asparagus, pesticide-free strawberries, kale, romaine lettuce; these are things that our customers demand the most.”
((NARRATOR))
Bakery shop owner Umar Nazir started Baked Lahore two years ago to showcase the products of home-based entrepreneurs with over 800 products from roughly 120 of them on display, using organic fruits and vegetables from entrepreneurs like Zakka to make several baked delicacies.
((Umer Nazir, Baked Lahore Founder)) ((Male in Urdu))
“People’s expectations of premium products grew as exposure grew in Pakistan. There is a definite demand for it, and we initially underappreciated the demand.”
((NARRATOR))
Zakka aims to entice farmers to the high-quality produce grown locally so that they can sell it not only in Pakistan but also internationally. In Pakistan, the implementation of modern farming should bring farmers up to speed with the demands of the modern world.
For Saman Khan in Manawala, Pakistan – Bezhan Hamdard – VOA News.
NewsML Media TopicsArts, Culture, Entertainment and Media
NetworkVOA
Location (dateline)Manawala, Pakistan
Embargo DateMarch 6, 2022 18:15 EST
BylineSaman Khan
Brand / Language ServiceVoice of America - English
