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Mango Export

Problems and
Solutions
By:
Mahmood Nawaz Shah
Sindh Abadgar

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.


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.

Vicious Cycle
Producer:

Producer:

Low returns
Low investments

Low quality
Low Yields

Marketer:
Low quality
Low prices
Low investment

Way Forward

Understand Quality.

Reform Production Chain.

Institutional Support.

Introduce International Marketers

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.

Production Chain
Producer
Seller
Middle

Man

Exporter

Integration Benefits

Improve quality, from Soil to


Consumer.

Attain new requirements of HAACP,


Eurepgap, WTO.

Reduce Costs. Up to 35 percent

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.

Integration Costs !

NOTHING

How to Bell the cat ??

Recognize it.

Create a model, implement a model.

Let it trickle down...

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.

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.

Institutional Support
Continued.

Four Major Government Agencies

1.

Federal Ministry of Food &


Agriculture.
Export Promotion Bureau.
Horticulture Export Board.
Provincial Ministry of Food &
Agriculture.

2.
3.
4.

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.

International Marketers
Continued

May also think of value addition, like


drying of mango, mango pulp,
mango slices. Etc.

Conclusion

The Mango exports can be doubled.

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