12.05.2013Sweet concerns
A stronger export mechanism and rigorous
international marketing can help raise mangoes export
By Shahid Shah
This time, you will be missing one Sindhri mango out of three, as climate change has affected mango, the king of fruits, in Sindh, which is facing decline of around 0.15 million tons in production with an estimated decline of 25 per cent in 2013. The production of mango in Hyderabad, Tando Allayar, Mityari, Mirpur Khas and other parts of the province was badly affected due to recent floods. Growers say that rains in some parts of the province have also affected the produce.
Through a notification issued by Ministry of Commerce, May 25, 2013 has been fixed as the starting date for export of mangoes this year to avoid losses through unplanned and premature export of the fruit. Last year too, May 25 was the beginning date for mangoes’ export.
According to Waheed Ahmed, Chairman All Pakistan Fruit and Vegetable Importers-Exporters and Merchants Association (PFVA), the production of mangoes is being expected at 1.55 million tons while the export target of 0.175 million tons mangoes is set for this year. “Pakistan may fetch $60 million if the target is met.”
In 2012, the target for mangoes’ export was set at 150,000 tons. Exports fell short by 23 per cent as the exported quantity of Pakistani mangoes was only 135,000 tons. Similarly, while exporters expected that selling mangoes overseas will bring $50 million to the country, the actual revenue was only $39 million that is 22 per cent less than the original target. “It is a typical case of ‘businessman proposes and bureaucracy disposes,” says Ahmad Jawad, Chief Executive Officer of Harvest Tradings.
Waheed Ahmed says a limited quantity of Pakistani mangoes would be exported to Japan this year after processing the fruit through the existing pilot Vapour Heat Treatment (VHT) plant. In coordination with Trade Development Authority of Pakistan, PFVA would be promoting the processed fruit in the valued Japanese market.
The Japanese government has already approved the quality of Pakistani mangoes. Ahmed Jawad says the VHT plants might be installed in Karachi and Multan to process the fruit. With the investment of at least Rs250 million, the concerned authorities here have already approved procurement of the plant especially for Multan district, the hub of mangoes.
Jawad says though the plant is multipurpose, it is being imported for processing the highly-valued mango. “The plant, which will facilitate export of fruits and vegetables, especially mangoes to Japan, will also be used for the export of mangoes to Australia, Korea and New Zealand in the future. These plants will process at least 15 tons mangoes daily. In this regard, the country may export mangoes worth around $4-5 million to Japan subject to installation of the plant on time and meeting the laid down requirements before the 1st week of June.”
International barriers on trade with Iran have also reduced Pakistani mangoes’ exports, as Pakistani banks have stopped trade services with Iran, which was, previously, importing 30,000 tons of mangoes from Pakistan. “The country has suffered a loss of $10 million by not exporting mangoes to Iran,” says Waheed Ahmed, adding that the illegal trade or smuggling via land routes is not benefiting the country in terms of revenue. “Last year, international sanctions on Iran brought down Pakistan’s mango exports by not less than 30,000 tons.”
Despite approval, mango exports to the US could not take place due to technical hitches in treating the mangoes at a radiation plant near Chicago and unavailability of direct air service, says Ahmed. Treating/processing the fruit in the US, according to him, is not only a costlier business but also highly risky for the exporters. Besides, the export of the perishable items via sea routes was also not feasible for the businessmen in horticulture sector due to long transit. The only way out to tap the US market is to provide the radiation facility in Pakistan, preferably in Karachi and Multan, he suggests.
Exports to Australia also could not begin because of quarantine issue. Though an Australian quarantine team had visited facilities and orchards in Pakistan to check the quality of the fruit for their market, no development was made in this regard, says Ahmed. “The Ministry of Commerce and other concerned authorities should approach the authorities concerned in the foreign country to have another highly-valued market tapped.”
Ahmed says the exporters would focus on exports to Japan, Australia, South Korea, the US, Mauritius and Lebanon and initiatives would be taken to improve the quality of Pakistani mangoes to increase exports. Pakistan is presently exporting mangoes to at least 40 countries of the world including Canada, Germany, United Kingdom, France, Italy, Island, Denmark, Holland, Switzerland, Belgium, UAE, Saudi Arabia, Bahrain Kuwait, Singapore, Malaysia, South Korea and Lebanon. The varieties of mangoes exported from Pakistan are Sindhri, Sunhaira, Fajri, Began Phali, Summar Chaunsa, Black Chaunsa and White Chaunsa.
Ahmed Jawad says Pakistani trade missions abroad should be motivated to tap more international markets for Pakistani mangoes. “Unfortunately, every year we add new markets, but practically exports are not meeting the targets due to procedural hurdles,” Jawad says. “It is unfortunate that India beats Pakistan in export of mangoes due to a stronger export mechanism, rigorous international marketing and a strategic mango diplomacy undertaken by their envoys in all parts of the world.”
Jawad says it is not fair to force Pakistani exporters to one port of entry and allow only one unit for irradiations in the US. “However, the Indian counterparts have the permission to irradiate mangoes in their homeland.”