Lahore, April 16, 2025 – In line with its core mission to empower farmers and transform Pakistan’s agriculture landscape, HBL Zarai Services Limited (HZSL) has launched its wheat procurement initiative under its flagship retail brand ANAAJ, staying true to its motto “Khet Say Dastarkhwan” — a compelling expression of the Farm to Fork model. Crop procurement is primarily one of HZSL’s core service offerings and has been consistently practiced to support farmers by ensuring fair market access, transparent pricing, and timely payments. HZSL’s procurement journey began with maize, followed by sesame, which was successfully exported to China; and then expanded into rice procurement, leading to the launch of the company’s first consumer-facing retail brand. With wheat now added to the portfolio, HZSL is reinforcing its commitment to building a structured and sustainable market for growers.
HZSL places strong emphasis on farmer convenience and financial inclusion. As of today, the majority of the farm produce has been procured from small farmers, further reflecting the company’s commitment to supporting those at the heart of Pakistan’s agriculture sector. In most cases, spot payments have been made promptly at the time of procurement, with the remaining balance cleared as per the terms of the contract. Payments are made directly into the farmers’ bank accounts, reinforcing transparency, security, and access to formal financial systems — a key step toward empowering smallholders and reducing reliance on informal lending.
“Our mission has always been simple — support the farmer at every step,” said Mr. Amer Aziz, CEO of HBL Zarai Services Limited. “From providing free agronomy services to quality inputs and mechanization, and now procurement for our own ANAAJ brand, we are committed to building an ecosystem that ensures the
farmer thrives. ‘Khet Say Dastarkhwan’ is not just a slogan; it is a system of accountability, quality, and inclusion.”
This wheat procurement initiative is also closely aligned with the Government of Pakistan’s vision to uplift rural communities through direct-to-market solutions, modernized agriculture practices, and enhanced financial inclusion; with the private sector playing a important role in driving this transformation. At the core of HZSL’s model are its Zarai Deras; integrated agri-support hubs strategically established across Pakistan. These centers provide expert agronomy advisory, certified farm inputs, mechanization services, procurement facilitation, and banking access — all under one roof. They are designed to bring structure, trust, and efficiency to Pakistan’s fragmented agriculture landscape.
Complementing this is Zarai Dost, HZSL’s branded rural retail initiative operating at the village and chak level, enabling last-mile delivery of essential agri-products and services to farmers in even the most remote areas. With every harvest procured and every farmer empowered, HZSL is reaffirming its vision to build a modern, inclusive, and farmer-driven agri-ecosystem, one that places the grower at the center of Pakistan’s food
security and economic growth.
