Karachi, September 19, 2019: Pakistan has attained the export target of 100,000 metric ton after five years. Pakistani mango managed to get better price in the International market due to its high standard coupled with an aggressive marketing and the current mango season is strongly anticipated to witness a record export volume.
According to Waheed Ahmed, the Patron-in-Chief All Pakistan Fruit & Vegetable Exporters, Importers & Merchants Association (PFVA) & Former Vice President –FPCCI, that 1,15,000 tons mango have been exported by mid of September, the mango export target of 100,000 ton for the current year has already been achieved.
It’s the first time after four years this target of mango export volume has been achieved while the export volume crossed it’s target of 100000 ton after five years! Export of mango would continue till mid of October and it’s expected to touch exceeded volume target of 130,000 ton by conclusion of the current mango season.
This year valuable foreign exchange worth of US$ 80 million has been generated by export of 100,000 ton of mango. Compared to the last year, this year there has been substantial increase both in volume and revenue. Last year the production of mango was 1.3 million ton & export volume stood at 85000 ton while the production of mango during the current year was 1.5 million ton – Waheed disclosed.
Waheed attributes the substantial enhancement in export volume of mango this year to an aggressive and ambitious marketing which included mango promotions in 25 different countries under the joint sponsorship of Pakistani foreign missions (Embassies & Consulates) & PFVA.
During the promotions, Pakistani mango was launched in a unique way and the participants in these events praised delicious taste & specific aroma of the fruit.
One of the key factors attributing increase in export of mango from Pakistan is duration of mango season which spans from June through September and during this period there is “off mango season” in various mango producing countries of the World providing an added advantage and edge to the Pakistani mango for export to these countries where it’s in high demand and the people are “crazy” for Pakistani mango.
Another favourable factor was good production of late variety of mango as well. Despite climatic challenges, the price of mango remained stable at Rs. 75 – 85 per Kg on the level of farms while the exporters & Management of PFVA kept their attention well focused on quality of mango & packaging standards which assisted Pakistan to maintain prominent position in the International markets.
The export of mango has also enhanced due to an extra attention paid to the conventional Asian markets of UAE, Iran & Afghanistan and Europe & U. K. – Waheed added.
Waheed said that the production of mango is being multiplied because farmers are developing mango orchards as per International standards and adopting modern techniques leading to production of high quality mango while chance of production of mango in KPK has also been enhanced and in a period of 5 years it is expected to get huge production from the province which clearly reflects a bright future of Pakistan in terms of high Production of mango.
To take advantage of these opportunities it is imperative to continue conducting effective mango promotion events. Meanwhile it’s essential to pay more attention to high value and huge potential promising markets of Japan, USA, South Korea & China and to exploit potential of these markets a definite improvement in “appearance” of mango would be a key factor thus research would be essentially required in that context .
Export of mango is around 10-11 percent of the total export of the Horticulture sector which can be further enhanced to 25 percent in next five years and thus export of mango can generate revenue up to US$ 200 million.
To enhance export of mango, logistic and warehouse facilities is a must. Pakistan exports 60 percent of mango through sea and of the remaining 40 percent , 25 percent is sent via land routes and 15 percent by Air.
There are inadequate facilities to ensure smooth export via land & sea routes. Fruits and Vegetables are perishable commodities , highly sensitive to temperature and thus specific temperature is required to maintain its quality otherwise its quality quickly deteriorates rapidly posing a danger of rejection of an entire export shipment.
Scarcity of handling facilities at the airports for export of fruits & vegetables in highly concerning since the export consignments are kept in an open area. The exporters have sustained huge financial losses during the current rainy season in Karachi due to inadequate cargo storage facilities.
Similarly by establishing modern warehousing facilities in close proximity to the broader areas of Afghanistan & Iran, problems encountered in export of fruits & vegetables can be reduced significantly providing an ease for generation of foreign exchange badly needed by the country.
To enhance export by Air, the national carrier (PIA) is required to enhance its cargo space capacity and upgrade its handling facilities particular related to this specific sector i.e. fruits & vegetables.
Due to limitation on availability of cargo space and number of flights the exporters have to rely heavily on foreign carriers and hence these airlines taking advantage of limitations of the national carrier enhance their freight charges according to their sweet wish.
Waheed Ahmed attributed attainment of mango export target to the concerted efforts , national spirit and cooperation of the concerned Govt. organizations namely Ministry of National Food Security & Research , Ministry of Commerce , Department of Plant Protection , Customs , ANF, and private sectors.
He stressed that the provincial Govts. &d concerned departments shall also play an active role to contribute in export enhancement of this specific promising sector (Fruits & Vegetables).