The Pakistan Horticulture Development Board has explored new markets

The Pakistan Horticulture Development Board (PHDEB) has explored new markets for the export of mango this season. These markets are destined to give a big boost to mango exports and create new record as has been achieved in the case of Kinnow. Encouraged by these developments, an export target of 100 thousand tonnes worth $40 million for mango has been fixed for the coming crop (2007) by PHDEB. Pakistan is the fifth largest producer and third largest exporter of mango in the world. Its soil and climatic conditions enable production and market supplies of good quality fresh mango over a period of five to six months. According to the Mango export marketing plan 2007 drawn up by PHDEB, production of mango during the season is anticipated at 1.20 million tonnes. The existing main markets where the 2004 crop was exported were: UAE 33,604 tonnes, Saudi Arabia 13,224 tonnes, Oman 9,245 tonnes, UK 8,052 tonnes, and Kuwait 2,568 tonnes. The new markets, which have been explored, are: China, Iran, South Africa, Australia, Russian Federation, and CIS/East Europe. The plan highlights that although the climate change with untimely rains had affected the production of mangoes, the feedback from growers' showed that it had minimal effect of the overall mango production. Signing of protocols with China and Iran has made possible access to new markets. The positive aspects of these markets are that they are located in the vicinity of Pakistan. Secondly, the product will be exported duty-free which will provide Pakistan the competitive edge over the competitors. On the other hand, although there is a huge market to capitalise this potential, the exporters will have to comply with their quarantine requirements, which means adapting quality standards throughout the value chain ie pre-harvest and post harvest requirements. The plan says that besides looking at the demand potential of mangoes it is important to evaluate the required infrastructure to support the demand. Presently, only one unit has been registered with the Chinese quarantine department, which is allowed to process and export to China. Two are in process of being registered and hope to attain the standard this season. In PHDEB's opinion there is need for two pronged marketing strategies, entering into new markets which have high potential irrespective of strict standards as enunciated by China, Iran and South Africa, and strengthening the existing markets with high potential such as existing in Malaysia, Hong Kong, UK, and France.