Mango Export Problems and Solutions By: Mahmood Nawaz Shah Sindh Abadgar Board
CurrentScenario • 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.
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 • Federal Ministry of Food & Agriculture. • Export Promotion Bureau. • Horticulture Export Board. • Provincial Ministry of Food & Agriculture. • Trade Officers need to be trained in Marketing.
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 MarketersContinued… • May also think of value addition, like drying of mango, mango pulp, mango slices. Etc.
Conclusion • The Mango exports can be doubled.