The breakthrough variety, Rosa Centifolia UAF, has been introduced by the Institute of Horticultural Sciences, University of Agriculture Faisalabad (UAF). “These different business models allow both small-scale farmers and industrialists to benefit according to their investment levels,” said Dr. Iftikhar. “This is a variety built for Pakistan’s changing climate,” Dr. Iftikhar said. Globally prized products such as rose oil, rose water, dried petals, and gulqand give the variety high export value. With demand for natural products growing worldwide, Pakistan’s entry into the high-value rose oil segment could significantly boost non-traditional exports.