BIG interview: Arif Muhammad Rana on Pakistan’s mango setback and a stronger kinnow season ahead

Pakistan’s mango season ended earlier than usual this year, but Arif Fruits is already looking ahead to Kinnow, with a much larger crop expected for the upcoming citrus season.

Following Asia Fruit Logistica in Hong Kong, Arif Muhammad Rana, CEO of Arif Fresh Fruits Company, spoke to Fructidor about what held Pakistani mango exports back this year, why Europe could have absorbed more fruit, and where the company sees the strongest opportunities for Kinnow, with shipments due to start on 15 November.

Fructidor: How would you assess the 2026 mango season overall in terms of production, quality and export performance?

Arif Muhammad Rana: The 2026 mango season was more difficult than last year, mainly because weather conditions reduced production. Quality was also affected in some areas, with untimely rainfall causing sooty mould on the fruit. As a result, we had to be particularly strict with sorting and selection before export.

Shelf life remained more or less unchanged for properly selected fruit. However, because of the overall shortage, our season ended earlier than usual, around the end of August.

Our export volumes were also slightly lower than last year. In addition to the shortage of fruit, sea freight to the Middle East was affected by the regional situation and disruptions around the Strait of Hormuz.

Fructidor: What were the biggest challenges for mango exporters this season, whether related to weather, quality, logistics or market conditions?

Arif Muhammad Rana: Sooty mould was the main quality issue this season, making strict sorting essential to ensure only clean fruit was exported.

Air freight was an even bigger challenge. Most Pakistani mangoes bound for Europe rely on Middle Eastern airlines, but regional conflict disrupted flight schedules and reduced cargo capacity. As a result, supplies to Europe fell despite strong demand.

The fruit shortage also pushed prices around 25–30% higher than last year.

India remains a major competitor, but Pakistani mangoes stand out for their taste and texture and are generally more competitive on price.

We believe more direct flights from Pakistan to Europe during the mango season would significantly increase export potential while helping reduce freight costs.

Fructidor: How did demand for mangoes develop across your main export markets this year? Were there any particularly strong or surprising markets?

Arif Muhammad Rana: Demand was strong across almost all of our markets this year, largely because supplies were limited. Europe stood out in particular, as buyers were struggling to secure enough fruit. We saw a similar situation elsewhere.

Demand itself was not the problem. Buyers were there, but cargo space was often unavailable. In many cases, we could have supplied considerably more fruit if sufficient air freight capacity had been available.

This season showed clearly that international demand for Pakistani mangoes is strong, but logistics continue to limit the country’s export potential.

Fructidor: With the mango campaign over, how is Arif Fruits preparing for the upcoming citrus season?

Arif Muhammad Rana: We are preparing for the Kinnow season, which is due to begin on 15 November 2026. With a bumper crop expected, we have already opened bookings at discounted early-season prices and are securing farms in advance to ensure steady supply.

Rainfall has been favourable this year, supporting good fruit development and higher production. We are also reconnecting with long-standing buyers. Arif Fruits has been in the business since 1988, and those long-term relationships remain very important to us.

This season, we have also become the sole agent for Brogdex Fruitech USA and will use its waxes in our own citrus operations to improve fruit protection and shelf life.

Our processing capacity is another key strength. We can handle around 40–60 tonnes per hour, compared with roughly 8–10 tonnes per hour at many other factories in Pakistan. Our equipment is imported from the USA and Spain, including our US-made washing line, giving us an advantage in both capacity and quality control.

Fructidor: What are your expectations for the 2026/27 citrus crop in terms of volumes, quality and sizing?

Arif Muhammad Rana: We expect production to increase by around 20–30% compared with last year. We also expect a higher proportion of medium-sized fruit rather than very large fruit. For our 10 kg cartons, counts 54, 60, 66 and 72 are likely to be the most common.

Pakistani Kinnow is known for its colour, juiciness, sweetness and naturally tangy flavour. This distinctive taste is one of the main differences between Pakistani Kinnow and citrus from competing origins such as China, and it remains an important reason why many buyers prefer our fruit.

Fructidor: Which markets will be the main focus for your citrus exports this season, and are you targeting any new destinations?

Arif Muhammad Rana: Indonesia and the Philippines will remain key markets for us, while the Middle East is likely to stay our largest destination by volume. Arif Fruits was also among the earlier Pakistani exporters to develop business in Indonesia and the Philippines.

We are exploring several new markets this year, although we would prefer to keep them confidential for now.

Europe has more limited demand for Pakistani Kinnow, so Asia and the Middle East remain our priority. We work with supermarkets, wholesalers, distributors and importers across these regions.

Indonesia offers particularly strong potential. For the past two to three years, we have worked closely with the government on the quota system and believe Pakistani citrus should have better access to the market.

The Pakistani government is also considering the wider trade balance with Indonesia, including palm oil imports. Any initiative that improves access for Pakistani exporters would be very welcome.

Fructidor: What were your main objectives at Asia Fruit Logistica this year, and which Asian markets currently offer the most potential for Pakistani mangoes and citrus?

Arif Muhammad Rana: We wanted to meet existing buyers, reconnect with long-standing partners and find new customers and markets, with a focus on long-term partnerships rather than one-off shipments.

Pakistani mangoes once had a stronger position in Asia, but some of that business has been lost. In my view, intense competition among exporters can lead to fruit being shipped that does not meet buyers’ expectations.

Asian markets generally favour larger, cleaner and more visually attractive fruit. Poor-quality or mixed shipments can damage the reputation of Pakistani mangoes as a whole. Regaining ground will depend on better sorting, accurate sizing and more consistent quality.

Asia Fruit Logistica gave us a chance to show that our mangoes and citrus can meet the standards of premium Asian markets.

Looking to connect with Arif Fruits or explore opportunities in Pakistani mangoes and citrus? Contact us today.