Recently, PM Yousuf Gilani used mango diplomacy by sending Pakistans world renowned mango varieties as gifts to the leaders of regional countries, including those of SAARC, specifically his Indian counterpart Dr Manmohan Singh.
Hopefully, this good gesture will pay off in the long run for Pakistan in the form of better relationship with regional leaders.
While PM Gilani was busy in his endeavour to harness friendly relations with neighbouring countries, domestic mango exporters kicked off the export season by shipping their first shipment to Doha last week.
Famed for special varieties, Pakistani mangoes have developed a fan-like following in the Middle East. They are also exported to the UK and other EU countries; however, owing to latest increase in airline freight rates, that potential is seen dampening.
"As the private airlines have declared high increases in freight rates, making the export of mango highly non-competitive, we fear that the export target of 150,000 tons set by the government seems difficult to achieve," Chairman All Pakistan Fruit and Vegetable Exporters, Importers and Merchants Association (PFVA), Waheed Ahmed said in a conference this week.
Ahmed was referring to 47-60 percent hike in freight charges by Emirates Airlines and Etihad Airways.
"Emirate Airlines is lifting cargo from Mumbai for Pak Rs115/kg whereas from Pakistani exporters it is charging Rs180/kg for the same destination," PFVA chief pointed out, while announcing the exporters decision to boycott the airline.
But somebody needs to tell PFVA that boycotting will not help. It is reasonable to believe that the cargo rate hike by foreign airlines isn about favouring one country over another.
Both Emirates and Etihad are essentially businesses, and don be too surprised if rates are lower in India, which is a bigger market and offers larger business volumes.
Instead of relying on freight rates to achieve competitiveness, mango growers and related government officials in the food and agriculture ministry, should be looking for other ways to improve exports.
For example; industry players cite geographical restrictions as the main reason behind Pakistans low quantity of mango exports to the US. The US, which imports 35 percent of global mango sales, mainly purchased the king of fruits from Mexico and other South American countries, many say.
Yet there are other reasons why India has found a better market in the US and the UK, whereas Pakistan struggles. These include getting their produce tested for Gamma radiation and meeting the Global GAP (Good Agricultural Practises) standards.
Aside from meeting these standards, domestic farmers must opt for commercial farming to achieve economies of scale, while other stakeholders must work on adequate storage and packaging to maintain the fruits freshness.
Pakistan exported just $29 million worth of mangoes last year, which is a pittance compared to the potential it possess being the 6th largest mango producer in the world, according to FAOSTAT 2008.
Clearly, its time to put more focus on setting up the right infrastructure for mango exports and also of agri exports at large. Perhaps some mango diplomacy to woo investors might help.
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