Philip Morris Pakistan Limited (PMPKL) is redefining traditional views on women’s roles with their “Leaf Sustainable Agriculture” initiative, particularly in the Pashtun belt of northwest Pakistan, a key region for Virginia tobacco production. Despite facing significant social barriers, women in these farming communities are essential to their farms’ success.
Recognizing their importance, PMPKL launched the “Access to Families” initiative in 2021, which involved hiring a team of female “social mobilizers” to support these women. These mobilizers visit smaller farm holdings to educate farmers’ wives on PMPKL’s Agricultural Labor Practices (ALP) Code, which aims to improve labor practices in the supply chain. They work directly with the women, helping them understand and implement the ALP Code, while also monitoring working and living conditions on the farms.
Before this initiative, male field technicians could only advise male farmers due to cultural restrictions that prevented them from interacting with female family members. This left a gap in understanding the full scope of farm operations, which the female mobilizers have now filled.
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The mobilizers also ensure that farms have proper drinking water, sanitation, and hygiene facilities, and monitor for any signs of child labor. They track these conditions over time, reporting any issues to PMPKL for resolution.
Ammara, one of the mobilizers, highlighted the project’s impact, noting that they have been able to raise awareness among farmers’ families about the ALP Code and the importance of a safe working environment. The mobilizers also check for any violations of the Code, particularly in the treatment of female workers.
Syed Muhammad Suleman Gul, PMI’s Manager for Social Sustainability in Pakistan, praised the project for empowering women in a region where they typically aren’t allowed to work publicly without veils. He emphasized that the initiative has been revolutionary, enabling women to play a vital role in improving farm practices and monitoring conditions.
Looking ahead, the team plans to expand to 15 mobilizers by 2025, aiming to ensure that all farmers in their network are aware of and compliant with the ALP Code. Gul highlighted the importance of acknowledging women’s crucial contributions to farming, which have often gone unrecognized.
