Vehari, 14 November 2026. Farming Integrated Development Association (FIDA) is pleased to announce the launch of Smallholders Market on 23 نومبر 2026. It is a digital marketplace that connects smallholder farmers and FIDA-trained rural women entrepreneurs directly with consumers.
The initiative is a step forward under FIDA’s مارکیٹ کی بااختیاری thematic area. It turns years of capacity building through Farmer Field Schools and Women Open Schools into fair, direct market access for rural producers.
What Smallholders Market offers
- Farm-fresh vegetables, including tomatoes, spinach, carrots, okra, cauliflower, green peas, potatoes, cabbage, turnips and bitter gourd, sourced from smallholder farmers and delivered in Vehari.
- Artisanal foods prepared by rural women entrepreneurs, including peanut butter, pure desi ghee, honey & dates jam, ginger jam, kalonji syrup, daarcheeni syrup, desi gurr and dry fruit gurr, delivered nationwide.
- Flexible weekly plans, so customers can choose their delivery days and pause or skip at any time.
From the field to the market
Smallholders Market builds on FIDA’s long-standing work with farming communities, including 25,080 Farmer Field School graduates اور 12,700 Women Open School graduates, and an overall outreach of 786,303 people across Pakistan. By linking these producers directly with consumers, the platform aims to raise farm and household incomes, create sustainable enterprise opportunities for rural women, and promote climate-smart, natural farming practices.
“Smallholders Market is the natural next step for the farmers and women we have worked alongside for years. It ensures that the value of their hard work reaches their own households,” said Iqbal Muhammad, Chief Executive Officer, FIDA.
Partnership
Smallholders Market is an initiative of FIDA اور Smallholders, proudly supported by Zakat Foundation of America. FIDA gratefully acknowledges this support in strengthening market linkages for smallholder families.
Stay connected
Further details on how to access the marketplace will be shared on launch day. Please follow FIDA’s social media pages for updates.