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Mango and summer always go together in Pakistan. With multiple varieties of mangoes, Pakistan is the world's fifth largest mango producer and ranks second after India in South Asia. Among many varieties, its <B>Sindhri</B>, and <B>Chaunsa</B> enjoy a unique position in the global market due to their exquisite taste, distinct flavour and sweetness.

But, the sad part is that nation has never been able to take full advantage of the export potential of mangoes. However, that might be changing just in time when the country is looking to enhance its exports further.

It seems that Pakistani mango exporters are having a good time and for a change, they would able to surpass the export target for the current season. According to the data presented by All Pakistan Fruit and Vegetable Exporters, Importers, and Merchants Association (PFVA), so far Pakistani mangoes have fetched $48 million by exporting 80,000 tons of mango, 36 percent year-on-year. The country is also getting better prices of the produce than last year, due to better quality of the fruit.

At the start of this season in May, the government aimed to achieve the target of 100,000 tons and with the current encouraging numbers, PFVA Chairman Waheed Ahmed, believes that the current year export target is expected to be met in the next 42 days. In 2015, Pakistan was only able to ship 68,000 tons to end the season. Interestingly, the significant jump came from higher demand for mangoes in European countries where exporters have shipped 8,400 tons so far compared to 5,500 tons in 2015, a 52 percent increase from the last season.

The higher exports is a splendid news, however, at this time, the exports to the EU countries are limited to the ethnic markets and retail shops instead of large volume supplies to big food chains. Although, based on this result, the sector can perform much better and as per the calculations of PFVA and other industry insiders, Pakistani mangoes export can be boosted to $700 million or more if the additional focus can put on further research and development of the sector.

Despite the long-established fact that there is a dire need for state-of-the-art facilities for handling mango exports in the country, the progress is quite slow on that front. The Federation of Pakistan Chambers of Commerce and Industry (FPCCI) has recently voiced grave concern on this issue by saying that since mangoes are a perishable commodity that needs speedy, competent and careful handling during the export season.

FPCCI also argued that the standardisation of exporting firms is another factor that affects shipments, particularly in industrialised countries. Pakistan also lacks the proper check and balance of exports to EU and Middle Eastern markets that also cause the issue of quality, and it gives a limited return to exporters. It is the primary reason why Pakistan has failed to use its Generalised System of Preferences (GSP) Plus status to increase mango supplied to the United States, which is the largest importer of mangoes with close to 40 percent share in the mango trade as per FAO estimates.

The fact of the matter is that the mango export sector is still in transition. No doubt significant work has taken place in recent years and that the current export season has gone without any big issue. But also the reality is that mango export sector still has to do significant work. At this time Pakistan only exports 8 percent of its total production to over 57 countries that also include higher end markets. But the competition is also growing fast both in traditional export markets of Pakistan and in the new markets.

To become a mango exporting country as per its full potential particularly at a time when traditional exports are in decline the government has to do significant work. However, this cannot be done only by the government, and there is a higher need for public and private partnership. Works need to be done to bring the grading and sorting of the fruit as well as better packaging, improvement in the cosmetic of mango as per international standards.

With that being said, there is also a higher need to do aggressive marketing of this magnificent fruit of Pakistan particularly in United Sates. Ahmad Jawad, who chairs the Federation of Pakistan Chambers of Commerce & Industry's (FPCCI) Standing Committee on Horticulture Exports, recently talking to media argued that the Trade Development Authority of Pakistan can conduct a Pakistani mango festival in different parts of U.S. to encourage the buyers and strengthen business-to-business contacts so that "buyers may take the benefit from the concessionary tariff and it also helps to give a new push in U.S.-Pakistan trade relations."

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