Last year’s mango exports were worth $68 million (128,000 tonnes). Exporters say if they end up exporting the same volume this year, they could earn $68-$70m again, as no big change in export pricing is in sight.

They are, however, getting large orders for mangoes not only from western and Middle Eastern markets, but also from Hong Kong, Singapore, Indonesia, Japan, Malaysia and South Korea.

“I think mango exports this year should be equal to, or even greater than, last year’s on higher demand from the Far East in addition to our traditional Middle Eastern and western markets,” says an official of the Pakistan Fruit and Vegetable Exporters Association.

He says that for the first time Indian mango exporters have also entered South Korean markets but “their feedback suggests that importers have issues with Indian quality and packaging,” according to a local exporter who has been exporting fruits to South Korea for a few years.

Moreover, chances of exporting more mangoes to traditional buyers like the UK, the UAE and Canada, and the relatively newly explored US and Australian markets, have become brighter with some exporters entering into partnership with these country’s airlines and using e-commerce to explore and exploit their markets.

Last year, one leading exporter had sold 55 tonnes of mangoes to the US alone by partnering with two airlines in the US and through speedy order bookings via his website farmfreshshop.com.

This year he has set a target of 80 tonnes, according to a report in a local daily. Some other exporters, too, are making a similar attempt to reach out to European and Middle Eastern markets, market sources say.

In May, the association however, fixed the export target at 100,000 tonnes on anticipated fall in production due to strong winds in Sindh and prolonged winter with hail storms in Southern Punjab. No upward revision has so far been made in the target.

But exporters say the association normally fixes the target on the lower side to avoid embarrassment if it is not met and also to invite policy makers’ attention, at the beginning of the export season, towards exporters’ issues.

They, however, say if mango output in the country declines — as is being speculated in media reports — and strong domestic demand continues then exports might suffer.

Records of Ministry of National Food Security and Research show that after hitting an all-time high of 1.9m tonnes in FY11, mango output has ranged between 1.7m and 1.8m tonnes.

Reports from Sindh and Punjab suggest that production this year can be in the same range despite shortages being reported from orchards in some areas of both provinces.

Exporters, however, complain of higher air cargo rates that can have a dampening impact on mango exports, more so because of growing domestic demand.

The cash-on-delivery culture is catching up in the country, thanks to the entry of hundreds of e-trade web portals. Income levels are growing and people are getting fonder of sending mango packs as gifts to their loved ones within the country.

Besides, the traditional local network of fruit sellers is also doing a better mango business this year because the arrival of the fruit has coincided with the eve of Ramazan.

“Under these circumstances, the government should consider giving a subsidy on air freight charges which are 30-35pc higher here than in India. If that’s not done, exports might suffer,” says a leading Karachi-based fruit exporter.

This year, Pakistan can easily penetrate deeper into the EU market where demand for Indian mangoes is on the decline following growing complaints about India’s famous Alphonso variety there, exporters point out.

And such positive developments like establishment of the Mango Research and Development Board (MRDB) in Punjab, registration of 10 known varieties at the Federal Seed Certification and Registration Department and higher demand from the Far Eastern markets can give this year’s exports a real boost.

According to a press report, the Punjab government’s 17-member MRDB will provide one-window support to mango growers in orchard management and disease fighting and will also help them explore and exploit new markets.

Besides, it will coordinate with farm research institutions to conduct specific research for boosting mango yields.

The board headed by a progressive mango grower has already started working and can be helpful in boosting mango exports right from this year, exporters say.

Published in Dawn, The Business and Finance Weekly, June 12th, 2017

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