Nepal, March 14 -- During my recent visit to Ramechhap district in February, I explored the state of junar (sweet orange, Citrus sinensis) farming. Based on my interaction with stakeholders, including the Ramechhap Chamber of Commerce and Industry, the Prime Minister's Agriculture Modernisation Project, Project Implementation Unit, Ramechhap, and farmers and an analysis of secondary data, I found that that although junar farming continues to thrive, its potential remains unrealised due to branding issues.

Junar farming in Nepal dates back to the Rana regime. Until the 1970s, junar farming was pursued mainly for personal consumption, but after the realisation of economic benefits, the government promoted its commercial farming under the 6...