Citrus is one of the leading fruit crop capturing highest export share among the horticultural crops in Pakistan. However, thetraditional marketing systems inhibit price transparency that affects the producers’ abilities to respond to consumer demand.The present study is designed to do an assessment of complete value chain of citrus and to identify the major factors affectingthe export of citrus from Pakistan. Data are collected through interviews and questionnaires and analyzed through value chainmapping and regression techniques. It is found that the citrus export sector is dominated by large well-established exporterswhose profitability is based on a high volume, low margin business model. Export of Kinnow is primarily directed to low ormiddle-income countries from Pakistan as exporters have little competencies to compete in the developed world because ofhigh protocols of quality attributes under Sanitary and Phytosanitary agreement of WTO.

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