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Mango Export Problems and Solutions

Mango Export Problems and Solutions. By: Mahmood Nawaz Shah Sindh Abadgar Board. Current Scenario. About 1 million tons of Production. Approximately 5% is exported. 80% of that fetches one of the lowest prices. Problems. Mango is highly perishable.

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Mango Export Problems and Solutions

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  1. Mango Export Problems and Solutions By: Mahmood Nawaz Shah Sindh Abadgar Board

  2. CurrentScenario • 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 MarketersContinued… • May also think of value addition, like drying of mango, mango pulp, mango slices. Etc.

  17. Conclusion • The Mango exports can be doubled.

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