Mangoes, a juicy, sweet and a unique fruit that Almighty Allah has created for us. It is considered as the king of all fruits because of its unique taste and product nature.
In Pakistan, we hardly find anyone who doesn’t like mangoes and it is rightly applicable for entire world too as it is growing in more than 100 countries as of now with total annual global production of 44 Million tones. However, Pakistan is considered as the 5th largest mango producing country in the world list with annual production of 2.30 metric tonnes claiming share of approximately 4pc globally.
Due to unique taste and cultural ethnic dynamic, mangoes fruit is treated very differently as it is the only fruit that is used as a gift for relatives, business partners and even for political figures.
Now, for domestic demand, we produce more than enough mangoes, and we used to export too into the North America and Europe.
Pakistan Mangoes keeping its unique taste, flavor and quality into the international market too but at a high cost. Due to smaller shelf life and preserve issue, Pakistani mangoes bear major obstacle into the international market in terms of longer shelf life than American and Brazilian mangoes. Furthermore, high prices also make us uncomfortable and less competitive into the market.
Along with prices, objections are also raised onto the quality of the final product as of its perishable nature. But instead of that we are exporting at a good pace, but if certain obstacles are removed, and few areas will develop then we have much to reap out of this.
We used to grow range of Mango varieties in Pakistan but the exportable varieties are Sindhri & Chaunsa.
Now, the question is instead of being equipped with high quality taste & sweetness in our mangoes, but we are much lag behind than other countries. The answer of that Why is here.
Before Covid-19 pandemic situation, we have some exports into the international markets, in the EU, Middle East and growing south African markets. But we failed to market our products successfully because of some major constraints that till today, making it difficult to way out for untapped market share from mango products and its value addition.
MAJOR CONSTRAINTS IN THE EXPORT OF MANGOES ARE
- Less adoption of modern farming technology that minimize pre and post-harvest losses.
- Malfunctioning marketing channels that enhances product and its quality loses.
- Uncompetitive market prices due to high cost of freight into the international market.
- Lack of handling, packing, sterilizing, and enhancing shelf life facilities.
- Poor governmental supports and negligence of exporting assistance from trade associations.
- Less focus on innovative approaches of developing value added products like Mango pulp and its better presentation while cutting extra costs.
Now these above obstacles can be timely tackled and improved trade and just alone the potential of mangoes market as well as welcomes the other fruits gigantic potential to make Pakistani fruit market into the international arena as billion-dollar business.
THE POSSIBLE STRATEGIES FOR EXPORTING THE MANGOES
- Recently after COVID 19 pandemic effect, most of the world is looking for organic products and this is the right opportunity to hit the market hard with mangoes fine Pulp as the entire European markets are eagerly demanding the mangoes pulp with a potential of $500 Million.
- Adopt modern technology with governmental assistance that minimize post-harvest losses and presentation of product.
- Smooth and easy to sale the product market channel that invigorates the export potential while improving handling and shipping via strong logistical support.
- Development of value-oriented and integrated marketing channel.
- Provide export subsidies to enter into the emerging markets of South Africa and Europe.
- State bank and other commercial banks can offer feasible loans for enhancing export business.
- Better quality, fine packing with finest presentation along with existing amazing taste with high brix will lead to consumers’ willingness to pay premium prices into the international market.
Written by: Ms Kainat Mehboob
(Agri Business Analyst)