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The alarm bells should ring for Pakistan's mango export sector as Indian mango exports are under severe threat due to higher pesticide residues than the prescribed limit by the global standards, and discovery of pests and diseases in some consignments to the United Arab Emirates.

Back in 2014, EU slapped a ban on Indian mango exports because of the presence of flies, and it warned Pakistan as well. Following the advice, the government of Pakistan increased its checks and balances and did quite well. However, as it always happens, the government got sloppy again in 2015 season where Pakistan's three consignments were intercepted in Europe, and exports of mango struggled to avoid EU ban.

Pakistan ranks fifth among mango producing countries, but it only exports 4 to 5 percent of its total produce. 2016 mango exporting season has started off well as it meets the one-month mark. According to the sources exporters in the first five days of the export season successfully secured orders of $1.1 million. However, the exporters are facing problems regarding the logistic aspects of exports and a consignment of infected mangoes to Iran. Some of these issues are due to the failures of the government, while others are due to the failures of the exporters.

Firstly, as per the Ministry of National Food Security and Research, airlines are overcharging Pakistani fruit exporters compared to Indian exporters. The Multan Chambers right at the start of the season had expressed their concern about the increase in the airline tariffs. Unfortunately, no notice was taken by the government until recently when the Ministry summoned representatives of national and international airlines on June 14, to lodge complaints about overcharging. The higher tariff is not affordable, particularly for the small exporters, and it makes Pakistani mangoes uncompetitive against Indian.

Secondly, last week All Pakistan Fruit & Vegetable Exporters, Importers & Merchants Association (PFVA) had reported that PIA is offloading the mango consignment bound for the United Kingdom and Europe. These unprecedented actions by the national carrier are again not only causing financial losses to the exporters but creating more space for Indian mangoes in British market since Pakistani supply cannot reach on time. The reason for "offloading" given by PIA was "non-availability of pallets and containers. Interestingly, this is not the first time PIA is carrying Pakistani mangoes. The million-dollar question is why did PIA not take steps before the commencement of mango season?

However, on a sore note, one of the consignments supplied to Iran was infected with fruit flies. As per the inquiry report, the export certificate was issued without inspection and hot water treatment. For Pakistani fruits, mainly mangoes, Iran is a traditional lucrative market that offers substantial export potential. The State Bank of Pakistan has given the green light to the exporters to start exporting to Iran. Waheed Ahmed of PFVA while talking to BR Research mentioned that the target this season is about 20,000 tons at a price of $700 to $850 per ton. As per the estimates by PFVA, Pakistan can easily export close to 50,000 tons annually to Iran in next five years.

This year exporters have set a target of exporting 100,000 tons of mangoes with an expected earning of over $75 million foreign exchange for the country. As per Progressive Mango Growers Multan's (PMGM) president Muhammad Tariq Khan, the exporters have hardly exported 64000 mangoes in 2015 - lowest exports in last five years due to 40 percent drop in mango production last year. Nevertheless, earlier this year farmers predicted that as many as 1.7 million tons of mango production are expected, which is by the way almost 90 percent of the capacity.

Without a doubt, Pakistan produces the finest quality of mangoes, but exporters have to focus on the packaging and hygiene. They need to bring it at par with global standards. On the other hand, they need to improve the marketing aspect of their product as well. Mangoes are the second most important fruit in Pakistan's horticulture fruit exports. The government, farmers and exporters need to work together and build a strong brand in the international market. Mango farmers also need to focus on reducing the wastage by almost half and double the yield of mangos per hectare.

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