Karachi, June 19: With the expectation of a bumper mango harvest this season, Pakistani exporters have high hopes of sharing the "king of fruits" with the rest of the world. Pakistan produces more than one million tonnes of quality mangoes every year but only a tiny percentage - about 48,000 tonnes - are exported annually. This season exporters are aiming high and hoping to increase exports because of rains helping to produce a bumper harvest. "This year they are quality mangoes and the taste is better, we are trying to export more," said mango seller Habibulla. However the mango sellers' ambitions and excitement may be short-lived - the delicacy of mangoes combined with their relatively short shelf life, makes airfreight a natural solution for transporting them but remains a costly option. Pakistan's exporters are fighting to overcome the difficulties and open up their mango market to the world. Quarantine inspectors from China visited several mango pack house facilities last year with a view to grant official access to Pakistani mangoes. Meanwhile exporters are hopeful that Japan will open doors to Pakistani mangoes this season.


Wajahat Kahn, manager of exports for Iftikhar Ahmad and Co says: "There are many markets where the government of Pakistan and quarantine department is working to open the way for Pakistani fresh fruit especially mangoes, because we can make a lot of foreign exchanges through that."


Exporters are unconcerned about competition from other mango producers in Asia and Europe this season as they believe the superior taste of Pakistani mangoes and the timing of the harvesting season works in their favour.


The Export Promotion Bureau of Pakistan is providing various incentives for exporters by giving subsidies, reducing tariffs and giving allowances to medium to small exporters who want a share in the global markets. The government of Pakistan is also encouraging exporters to participate in world wide mango trade exhibitions, which will increase demand for Pakistani mangoes, Tariq Ikram, Chairman and Minister of State for the bureau says that his role is to create awareness in the world of the quality of Pakistan's mangoes.


"We now have world class producers in Pakistan who can grade and package mangoes according to world class requirements which means grading by colour, by volume and by weight, using electronic computer devices. Thirdly because of the potential we identified a strategy to focus in specific world markets." he said.


On a table near you soon you might taste the sweetness of Pakistan's latest successful export.


Bureau Report