Valuation of nature (biodiversity: BD) and in particular ecosystem services (ESS) are important prerequisites for the design of cultural landscapes as well as in agricultural policy and the generation of BD as public interest. Designs should be built on valuation and valuation is usually seen as market assignment of prices. Yet, there is a problem with market failure. BD and ESS can be characterized as public goods, both being non-rival and non-exclusive, thus demanding public provision. Largely due to public pressure, nature provision and planning has received increased attention.
The citrus industry is very important for Pakistan as it is the 4th most important export commodity. There are two product flows in the citrus value chain, one is more traditional with abundant intermediaries, in which contractors, commission agents and wholesalers are the main stakeholders, and the other is export-oriented with processors and exporters (P&Es) as the main stakeholders. It has been noticed that growers are not using ICT extensively at the production stage.