Political and social unrest in the Middle East and drastic reduction in prices by India have sidelined Pakistan from the international mango pulp market. Value addition in the form of fruit pulp is still in its incubator stages in Pakistan and the concepts of preservation of mango have not developed a strong base in the export community, according to Harvest Trading CEO, Ahmad Jawad.
The impact is terrible as out of a total 23,000 tonnes of mango pulp produced every year, only 4,000 tonnes is exported. Pakistan exported 800 tonnes of mango pulp to Libya annually, but civil war in the country has disrupted supplies in last few months.
We have to keep in mind that India controls 70 percent of the total international mango pulp market of 350,000 tonnes. In addition to the problem created by the Middle East situation, India's $200 per tonne reduction in prices has further affected Pakistan's mango exports. Pulp was exported at $800 to $850 per tonne last year. However, this year Pakistani exporters are facing difficulties in competing with those of India because of the latter's better yield and facilities provided by the government to its exporters, he added.
Pakistan is the fourth largest mango producer after India, China and Mexico. Its average annual production of the fruit is 1.7-1.8 million tons, cultivated on an area of 166,000 hectares. In terms of production Punjab occupies a dominant position with a share of more than 70 percent followed by Sindh with 20 percent. Chaunsa is the main variety along with Sindhri, Dasehri, Langra, Anwer Ratole and Fajr.
While there is great international demand for Pakistani mango, there are complaints about quality of the fruit supplied to the export markets. That's why price of Pakistani mango in international market is low," according to Harvest Tradings CEO Ahmad Jawad. India, China, Mexico, Thailand, Philippines, Pakistan, Nigeria, Indonesia, Brazil and Egypt are, in that particular order, the top ten mango producing countries of the world.
USA's mango imports are the highest (43.2 per cent) in the world. China, Hong Kong, Netherlands, UAE, France, Malaysia, UK and Saudi Arabia, Germany and Singapore are other major importers of the highly demanded fruit. Around 85 percent of Pakistani mangoes are shipped to Dubai and take their way into consumer markets of GCC countries, Iran and Middle East. The United States of America is the world's largest importer of this Asian product. Pakistani mangoes have to compete with India at every front, from bulk orders to super markets racks.
Jawad said it is unfortunate that being the world's largest producer and exporter of mangoes, India beats Pakistan, undoubtedly not in quality of the product, but in terms of a stronger functioning export mechanism, rigorous international marketing and a strategic mango diplomacy crusaded by their envoys in all parts of the world. Pakistan, on the other hand, has a unique but unsophisticated network of 6-7 intermediaries running between growers and end-users due to the presence of many unnecessary layers in the export loop.
Consequently, when the product arrives in the global market, costs reach such levels where price-conscious consumers opt for the low cost product and this favours the rivals of the Pakistani mango. As a result of this mindless policy, according to reports, 30-40 percent of the perishable produce gets spoiled before reaching the ultimate consumer, mainly due to many cooks present in the export kitchen and lack of adequate marketing facilities.
According to previous surveys, Pakistan is the 5th largest producer and 3rd largest exporter of mangoes. Pakistani mangoes enjoy a prominent position in the international market due to its taste, popularity and demand. They are spotless and clean by appearance, free from insect damage or fungal infection and uniform in size and ripeness. Pakistani mangoes have no rival in the global market in terms of quality, sweetness, rich taste, distinct flavour, naturally woven fibers, pleasant aroma and the softness of its contents.
These unique qualities of Pakistani mangoes are inherited from a fine mix of unique soil and season coupled with impact of flowing rivers through the world's largest canal irrigation system that is literally the life-blood of the country's agriculture.
This is the time to explore new avenues of mango exports across the world and display the ideal profile of our product that is simply the best globally. We need to revamp the entire export system by eliminating unnecessary stakeholders from the race. This will surely improve our market competitiveness abroad. The crux of the matter is that Pakistan is losing due to the fact that its marketing aspect of agriculturists is very poor and needs drastic improvement. We need to have a reorientation with regards to the diversification of marketing territories and strive to be awakening our high commissions/embassies for promotions at different levels.
CEO Harvest Trading suggested that government needs a direction to approach our strategic partner, the United State of America, which is the biggest buyer of Asian mangoes, to facilitate our mango product in the country's huge market through proper way by relaxing policies and procedures. Further, we must focus on Malaysia, Hong Kong, Japan and Singapore in the Asia and the Netherlands, France, UK, Germany and Australia for enhancing mango exports from Pakistan as well as provide facilities like proper grading and packaging system, a cool chain system from farm to air/sea ports at our homeland. Similarly Growers should also be encouraged with necessary facilities to export mango themselves. The farmers need to produce good quality crop with proper post-harvest handling. The following are the steps to be taken at growers` level; he added. Agriculture products will play a major role in Pakistan's exports in the next two years, he said.