Pakistan is once again looking to exports for relief, and this time the bet is on halal meat. A new policy has been approved, a three-year roadmap demanded, and the prime minister has spoken confidently of capturing demand in Muslim markets, citing eye-catching announcements such as Malaysia’s reported $200 million commitment. Our problem, as always, lies in execution. The real question is whether a push into halal meat exports can genuinely shift Pakistan’s external accounts or whether it risks becoming another well-packaged idea that fades once the headlines move on.
Pakistan produces roughly six million tonnes of meat each year, an overwhelming bulk of which is eaten at home. Even after a record performance, meat exports in FY2023-24 barely crossed the $500 million mark. For an economy of Pakistan’s scale, this is small change. Set against a global halal food market running into trillions of dollars, Pakistan’s presence is barely visible. Countries such as Brazil, Australia and New Zealand did not achieve their share of the pie through slogans or niche branding. They had decades-old scale, systems and credibility to ensure their monopoly.
Seen in that light, the Malaysia deal is welcome. However, it should also temper expectations. Single contracts do not create export powerhouses. What matters is the ability to deliver, repeatedly and at scale, to demanding markets.
Here, our weaknesses are well known. Much of the livestock and meat-processing base is outdated. Modern slaughterhouses are scarce, processing facilities, limited, and cold-chain logistics, patchy at best. Without these basics, quality is bound to suffer and consistency becomes elusive; both fatal flaws in premium export markets.
The citrus sector offers a cautionary parallel: inadequate cold storage and post-harvest handling have contributed to sharp declines in export competitiveness in what was once one of Pakistan’s stronger fruit export segments. Regulation only adds to the strain. Certification rules differ from country to country, and compliance failures carry immediate costs. In recent years, outbreaks of foot-and-mouth disease have led to temporary suspensions by Gulf markets, undoing months of commercial effort just as exporters begin to gain ground.
The new policy recognises many of these hurdles. It speaks of disease-control zones, international certification and upgraded infrastructure. Fair enough, but in practice, Pakistan has often stumbled at this exact stage. There is also a larger reality that cannot be wished away. Even relatively optimistic projections suggest Pakistan’s overall exports will grow only gradually over the coming years and remain far below official promises. Imports, meanwhile, are expected to keep climbing, threatening to reopen trade gaps once external financing loosens its grip. In this setting, meat exports may help at the margins, yet they are no substitute for a broader export engine. Lasting export growth will come only from moving up the value chain across agriculture and industry–from processed foods to manufacturing and services. It will also require tougher trade diplomacy, stricter standards at home and the patience to build competitiveness rather than chase quick wins. *