Mango Export Problems and Solutions

1
Mango Export Problems and Solutions

• By
• Mahmood Nawaz Shah
• Sindh Abadgar Board

2
Current Scenario

• About 1 million tons of Production.
• Approximately 5 is exported.
• 80 of that fetches one of the lowest prices.

3
Problems

• Mango is highly perishable.
• 95 of production in 3 months.
• Long Inefficient Supply Chain.
• Weak farm management and post harvest techniques.
• No new varieties being introduced.
• No real value addition.
• No Institutional Support.
• Missing Infrastructure.

4
Vicious Cycle
5
Way Forward

• Understand Quality.
• Reform Production Chain.
• Institutional Support.
• Introduce International Marketers

6
Quality

• Quality of the product is that which satisfies
  the demands of the
• marketplace
• Quality does not cost, it PAYS.
• Quality is dynamic and it is not static
• High levels of quality attained through
  integration of processes.

7
Production Chain

• Producer
• Seller
• Middle Man
• Exporter

8
Integration Benefits

• Improve quality, from Soil to Consumer.
• Attain new requirements of HAACP, Eurepgap, WTO.
• Reduce Costs. Up to 35 percent

9
Integration Benefits Continued

• Innovation will Increase.
• Supply time will reduce. Best strategy
• Direct communication between Farmer and Exporter
  will result in production according to the demand
  of market. E.g. sap removal in Mango.

10
Integration Costs !

• NOTHING

11
How to Bell the cat ??

• Recognize it.
• Create a model, implement a model.
• Let it trickle down...

12
Model

• Start with few exporters who export to Europe or
  any recognized food chains like Tesco.
• With them few farms willing to participate.
• Let them sign contracts. Create milestones. Work
  on details.
• Should be created by facilitators can be
  government, farmer organizations.
• Let there be special benefits for the
  participants to encourage.

13
Institutional Support

• Infrastructure
• Talk of Horticulture, talk of rural area, what
  comes in mind
• Backwardness
• No roads
• No telecommunication
• Electricity, other infrastructure
• Security. Etc Etc.

14
Institutional Support Continued.

• Four Major Government Agencies
• Federal Ministry of Food Agriculture.
• Export Promotion Bureau.
• Horticulture Export Board.
• Provincial Ministry of Food Agriculture.
• Trade Officers need to be trained in Marketing.

15
International Marketers/Brands

• Local companies or farms should have either joint
  venture or should acquire marketing expertise
  from recognized fruit marketers such Del monte .
  E.g South American Banana.
• Pakistani products will get strong brand name,
  marketing expertise(5 Ps), and may be investment.

16
International Marketers Continued

• May also think of value addition, like drying of
  mango, mango pulp, mango slices. Etc.

17
Conclusion

• The Mango exports can be doubled.