Pakistan is the world’s 5th biggest mango producer. It has the world’s largest selection of unique varieties. Its mango season, which is between May and August is focused around Punjab and Sindh which is home to Sindhri as well as Chaunsa varieties. In spite of its international position, Pakistan exports only 6 to 7 percent out of the mango production. It is facing difficulties regarding processing, production transportation and conformity to international norms.

The production decreased this year due to climate and pest challenges, however it continues to supply the demand for its own products and exports. Most exports, roughly 75 percent, are destined for GCC countries through air, sea and on land. The efforts to improve air shipping logistical processes are underway to ensure quality and maintain price competitiveness.

Improved the branding of packaging and marketing is essential to compete globally. In contrast to Mexico as well as India, Pakistani mangoes lack the global recognition they deserve, impacting their price in the international market. The streamlining of export and regulatory processes are also essential to ensure better market access.

Strategic initiatives are designed to improve marketing efforts, improve processing facilities, and discover new markets within Europe, Africa, Iran and China. The initiatives are expected to diversify the export markets and help the industry’s long-term growth.

In a concerted effort to overcome the challenges and take advantage of the opportunities available, Pakistan is determined to increase its mango exports and contribute to the growth of its economy and international trade ties.

Source: tradecouncil.org