Women Breaking Cultural Barriers in Pakistan’s Tobacco Industry
The adage that “a woman’s place is in the home” is being challenged and transformed by Philip Morris Pakistan Limited (PMPKL)—Leaf Sustainable Agriculture.
In the northwest region of Pakistan, known for its rich cultural heritage and flue-cured Virginia tobacco production, Pashtun women face deep-rooted societal barriers. Traditionally confined to their homes due to cultural taboos and stereotypes, these women have been marginalized despite their crucial roles in farming families. However, their significant contributions to the success of many farms have not gone unnoticed by PMPKL.
Recognizing the expertise and potential of these women, PMPKL launched the “Access to Families” initiative in 2021. This program features teams of all-female “social mobilizers” who travel to smaller farm holdings within their network. Rather than focusing on crop quality or irrigation, these mobilizers engage with the farmers’ wives, who manage the domestic aspects of the farms.
The primary objective of these mobilizers is to educate families about PMI’s Agricultural Labor Practices (ALP) Code, which seeks to enhance labor practices within the supply chain and better understand farm activities. By running educational sessions on the ALP Code, these women aim to help farm families comprehend the Code’s principles and standards, fostering both knowledge exchange and skill development.
