LAHORE: A three-day mango festival focusing on branding and digital marketing concluded at Muhammad Nawaz Sharif University of Agriculture Multan (MNSUAM) on Tuesday.

The festival started on Sunday with the mango dish making competition and 30 organisations and individuals had presented around 200 dishes.

A seminar was also organised under the title of branding and digital marketing of mango where Ali Iqbal gave a presentation on “Digital Mango Marketing: Opportunities and Challenges”.

He briefed on the sales, procurement, inventory management and operational issues in digital marketing and explained about maintaining the relationship and process definition from grower to the customer.

Progressive grower Rabia Sultan appreciated the role of the university in leading and organising the training events for the farming community.

She emphasised that the linkages with farmers should be improved with online forums and monthly zoom sessions.

She said training was needed for post-harvest management and the quality assurance would start at farm level.

She said small-scale on-farm pulping plants with well-trained staff and collaborative approach were needed and training in digital marketing would remove fears among farmers to use this advanced technology.

Mango Growers Association President Zahid Gardezi emphasised the adoption of innovative practices in post-harvest technologies.

Dr Ayesha Hakim, a teacher, briefed about AI-based quality check of mango based on camera identification.

MNSUAM Vice Chancellor Prof Dr Asif Ali said the mango industry has a potential to move forward in the international export market.

He said there were several challenges to reach the export market but they could excel forward with a hardworking and learning attitude.

He said the growers should become a part of mango supply chain management and youth was the future of farming business.

He said MNS University of Agriculture Multan gives first priority to the farming community. At the closing ceremony, the VC appreciated all the stakeholders for participating in the festival.

He emphasised that it is the top most priority of the university to highlight the importance of mango in this region and the mango festival has now become the brand of the city.

The VC said the university’s vision is to increase the mango exports in the upcoming years.

He said the farming community is the top priority of the university.

Published in Dawn, July 6th, 2022