Pakistan is the 5th largest producer and 8th largest exporter of mango in the world (FAO, 2011). The main mango growing districts in the Punjab province are Multan, Bahawalpur, Muzzaffargarh and Rahim Yar Khan. In the province of Sindh, it is mainly grown in Mirpur Khas, Hyderabad, Thatta and Tando Allah Yar, whereas in Khyber Pakhtunkhwa (KPK) it is grown in D.I Khan, Peshawar and Mardan. Punjab and Sindh provinces account for 67% and 30% of the country's production, respectively, while Khyber Pakhtunkhwa (KPK) contributes the rest. Leading commercial mango varieties being grown in Pakistan are as under:
Sindh: Sindhri, Gulab Khas, Collector, Began Phali, Neelum, Swarnarice
Punjab: Malda, Aman Duseri, Anwar Ratol, Langra, Samar Bahisht, Fajri, Siroli and Sensation
KPK: Lengra and Samar Bahisht
Balochistan: Sindhri and Began Phali
Pakistani mango is being exported in large quantities (about 83,029 tons in 2010-11) to Europe and the Middle East. According to Federal Board of Statistics, Pakistan mango export volume (2011-2012) was 85.11 thousand tons with the value of 36.66 US million dollars. The average export of Pakistani mango during last five years was 80,370 tons. Pakistan produces around 1.8 million tones mango annually but export volume has been very low (4-5% only) of the total production, on account of various reasons. Pakistani mango export is facing multiple serious challenges in international markets.
Quality Management: Poor Pakistan orchard management, Post harvest issues including inappropriate handling, immature fruit harvesting, inadequate transport and improper grading, packaging are the key factors for the low export prices of mango. To enhance export, quality standards should be maintained for fresh mango, proper grading and packaging infrastructure & facilitation should be established. Fruit Fly is also the biggest impediment to the mango export quality, making fruit appearance uneven, thus making it unable to meet export standards. According to an estimate, 30 to 40% of fruit is wasted from the harvest to market system; hence saving of these losses would help almost double value of mango industry of Pakistan
Low level Storage & Processing Facilities: Pakistan's mango export is decreasing mainly due to unreliable cold chain system, low transport capacity, poor packaging materials, and lack of processing technology. Recently 14 processing plants (HWT) have been installed in Punjab three at Multan, one at Khanewal, one at Lodhra, three at Rahim Yar Khan, one at Nawabshah, two at Tando Allah Yar, one at Hyderabad and one at Kotri, Sindh for mango by USAID funding. However, still there are inadequate processing plants installed to properly quarantine pest mitigation. Controlled temperature, proper packaging and transportation in reefers improve freshness of mango and its shelf life.
Lack of Marketing and Advertising Strategies: Pakistani mangoes have successfully entered in many new markets including Japan, USA, Lebanon, Mauritius and South Korea. Due to improper infrastructure, lack of marketing (traditional marketing practices) and poor advertising strategies and increasing SPS concerns of importing countries, Pakistani mango has failed to tap any significant share of these potential markets.
Pakistan can raise its mango export by addressing mango trade problems related to health and hygiene standards, post harvest losses and capacity building of stakeholders on SPS and quality standards, training on quality management and creating awareness of packing, packaging and labelling requirements of high end markets, adaption of modern refrigeration methodologies and development of proper infrastructure.
High Freight Charges and Tough Export Procedures: Tough export procedures and formalities (regulations, charges and other restrictions) are hindering the mango export. The lack of direct flight services, shortage of air cargo space and inadequate cargo handling limit the export of highly valued fruit despite its high demand. Pakistan International Airlines (PIA), has formed a new "Business Strategy" to lift exportable fruits and vegetables especially the mango in the forthcoming season with maximum quantity. Mango exporters should also concentrate on sea shipments to save the freight charges. For export of one kg of mangoes to Europe, the air freight charges are around Rs 135/kg, whereas the sea freight cost per kg is only about Rs 30-35. This means that a single 40 feet container (20-22 tons mango) delivered by sea; result in savings freight cost by about Rs 2.2-2.4 million rupees per container.
Food Safety Standards and Traceability: Food safety standards and traceability (HACCP, EurepGAP, Global Gap, IFS etc) of Pakistani products is another obstacle to enter into high end markets. Quick identification of all sourced components (all stages of production and distribution) is vital to ensure fast product recall and limit damage to the reputation. The introduction of new food safety laws, regulations and standards such as FSSC 22000, SQF, IFS or BRC require all companies manufacturing food and feed products to make their manufacturing processes transparent and as safe as possible. Therefore awareness to farmers and other stakeholders must be given to retain our export markets on one hand and to enter into new high end markets on the other.
The major restriction to expansion of Pakistani mango market is the inability to supply competitively high quality mango in consistent manner, in keeping with the demands of supermarket chain. To enter into the export domain of world, exporters require a high level of entrepreneurship, market demands, awareness of processing, packing techniques and advanced technologies, adaptation to modern refrigeration methodologies and conforming to quality standards set out by different importing countries. Export of Pakistani mango can be boosted by making the system better and overcome the above mentioned flaws through co-ordinate efforts of all the stakeholders in public and private sectors.
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