Transcript
Export of Mangoes from Pakistan 0 comments Executive Summary Practical studies are the essential part of MBA program. So in this regards our worthy course instructor Mr. Muhammad Arif Saleem has assigned us a report on the topic ³Export of Mangoes from Pakistan´. The objective of the study is to explore the problems that are faced by exporters of Mangoes and Dates and to find out the reasons behind those problems. And to suggest the solutions for those problems, which will help the exporters to enhance their exports by rectifying those problems. In order to achieve achie ve these objectives, we interview many Mango Exporters from all over the country. Big Mango Exporters are mainly concentrated in Southern Punjab and Sindh. So after studying the problems we find out that there is great demand of Mangoes in the international markets. So in order to increase export of this product from Pakistan a comb ine effort will be required from both the government and the individual exporters to try to solve the problems and also explore new markets in order to earn foreign exchange and contribute in the b oost up of the economy.
INTRODUCTION Mango ± An Important Fruit of Pakistan The word Mango is the British pronunciation of the Ma nkay, the Tamil word for the fruit, because it is found in most abundance in Southern India, around M adras. The mango is held in high esteem all over the world and is considered to be the na tive of Indo-Pakistan Sub-continent Sub-continent and eastern Asia. They are to be found in nearly all over the tropical regions of the world, therefore known as the ³king of all fruits´. Mango is cultivated around February/early March, when the cold weather begins to subsi de and the danger of destruction through frost disappears. It comes in market early in the May and remains in market till August/September. There are more than 13 00 varieties of the mango, which are cultivated in the Indo-Pak sub-continent. In Sindh, there are more than 1 25 varieties of mango. As we get
mangoes from Baluchistan and NWFP, but the main source are Sindh & Punjab. In Pakistan we get more than 10 lacs tons production, out of which Sindh provides 3 4% i.e. more than 3 lacs tons. Multan and the Mirpur khas are the main regions, where we get mangoes in large quantity. The maximum production, we get from Rahim Yar Khan, where mangoes are cultivated on more than 26 thousand acres. The main field of mango is obtained from District Rahim Yar Khan, Rahimabad, Sa diqabad, Shaikh Wahan, Mianwali, whereas Hyderabad, Tandojam, Tando Allahyar, Tando Jan Muhammad, Digri, Nawab Shah, Nushero Feroz, Khairpur M irus, Ghotki, Ghotki, Bahawalpur, Shujabad, Muzaffargarh, Kot Addu, Khanewal, Sahiwal, Vehari, Okara, Faisalabad, Jhang, Toba Tek Singh and Sarg odha are also very famous for mango production. There are many varieties, which are famous in Pakistan, but s ome varieties which are very common are Sindhri, Langra, Chunsa, Fajri, Sa mar Bahisht, Anwar Ratole, Dasehri etc. Nutritional Value of Pakistani Mango (Ripe)
Food energy (calories) Protein Fibre Vitamin A (1.u.) Thiamine (mg) Riboflavin (mg) Niacin (mg) Ascorbic acid (mg) Vit. C
57
0.5 0.4 2580 0.09 0.05 0.7 47
TOTAL PRODUCTION OF MANGO IN PAKISTAN Area and Production of Mango in Pakistan Mango is grown all over the Pakistan. However major mango growing provinces are Punjab and Sindh. The percentage share of area and production of mango in different provinces of Pakistan are shown in table below:
Province
Punjab Sindh Baluchistan NWFP Pakistan
Area (lac acres)
1.19 1.05 0.047 0.005 2.29
Production (lac tons) Percentage of total production 5.82 63.82 3.12 34.21 0.16 1.75 0.02 0.22 9.12 100.00
mangoes from Baluchistan and NWFP, but the main source are Sindh & Punjab. In Pakistan we get more than 10 lacs tons production, out of which Sindh provides 3 4% i.e. more than 3 lacs tons. Multan and the Mirpur khas are the main regions, where we get mangoes in large quantity. The maximum production, we get from Rahim Yar Khan, where mangoes are cultivated on more than 26 thousand acres. The main field of mango is obtained from District Rahim Yar Khan, Rahimabad, Sa diqabad, Shaikh Wahan, Mianwali, whereas Hyderabad, Tandojam, Tando Allahyar, Tando Jan Muhammad, Digri, Nawab Shah, Nushero Feroz, Khairpur M irus, Ghotki, Ghotki, Bahawalpur, Shujabad, Muzaffargarh, Kot Addu, Khanewal, Sahiwal, Vehari, Okara, Faisalabad, Jhang, Toba Tek Singh and Sarg odha are also very famous for mango production. There are many varieties, which are famous in Pakistan, but s ome varieties which are very common are Sindhri, Langra, Chunsa, Fajri, Sa mar Bahisht, Anwar Ratole, Dasehri etc. Nutritional Value of Pakistani Mango (Ripe)
Food energy (calories) Protein Fibre Vitamin A (1.u.) Thiamine (mg) Riboflavin (mg) Niacin (mg) Ascorbic acid (mg) Vit. C
57
0.5 0.4 2580 0.09 0.05 0.7 47
TOTAL PRODUCTION OF MANGO IN PAKISTAN Area and Production of Mango in Pakistan Mango is grown all over the Pakistan. However major mango growing provinces are Punjab and Sindh. The percentage share of area and production of mango in different provinces of Pakistan are shown in table below:
Province
Punjab Sindh Baluchistan NWFP Pakistan
Area (lac acres)
1.19 1.05 0.047 0.005 2.29
Production (lac tons) Percentage of total production 5.82 63.82 3.12 34.21 0.16 1.75 0.02 0.22 9.12 100.00
Area and Production of Mango in Punjab
r.No. S r.No.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
District
Rahim Yar Khan Bahawalpur Multan Vehari Muzaffargarh Khanewal Sahiwal Jhang Faisalabad Okara Sub Total Others Grand Total
Area
Production
(Acres) %
(tons) %
26970 22.55 18000 15.05 18150 15.17 9932 8.30 8000 6.69 6675 5.58 4510 3.77 4375 3.66 4110 3.44 3100 2.59 103822 86.79 15798 13.21 119620 100.00
173143 29.71 96073 16.48 81970 14.06 44114 7.57 31950 5.48 28651 4.92 19358 3.32 16035 2.75 15340 2.63 13885 2.38 520519 89.31 62327 10.69 582846 100.00
EXPORT OF MANGO LEADING MANGO EXPORTERS IN THE WORLD YEAR 1998 S r. r.
1
No
C ountries ountries
Mexico
Philippines Pakistan 3 Brazil 4 India 5 Netherlands 6 Peru 7 Guatemala 8 Israel 9 Kiribati 10 France 11 South Africa 12 Thailand 13 Belgium14 Luxembourg 15 China, Hong Kong SAR Sub Total 2
Quantity M. Tones 209,426 52,579 40,251 39,186 26,780 17,154 10,541 10,195 10,163 10,000 8,999 8,900 7,397 7,249
%AGE SH ARE
41.07 10.31 7.89 7.69 5.25 3.36 2.07 2.00 1.99 1.96 1.76 1.75 1.45 1.42
7,170
1.41
465,990 43,888
91.39 8.61
509,878
Others
100
Total Source: FAO LEADING MANGO IMPORTERS IN THE WORLD YEAR 1998 S r.
No
C ountries
United
States of America China, Hong Kong SAR 2 Netherlands 3 United Arab Emirates 4 5 France Malaysia 6 Saudi Arabia 7 United Kingdom 8 Germany 9 Singapore 10 Belgium-Luxembourg 11 Japan 12 Portugal 13 Kuwait 14 Spain 15 Sub Total 1
Others
%AGE SH ARE
Quantity M. Tones 197,393 46,505 34,613 24,000 22,407 20,758 18,163 18,065 17,441 10,711 9,045 8,877 5,712 4,448 3,626 441,764 68,114 509,878
38.71 9.12 6.79 4.71 4.39 4.07 3.56 3.54 3.42 2.10 1.77 1.74 1.12 0.87 0.71 86.64 13.36 100
Total
Source: FAO EXPORT OF MANGO FROM PAKISTAN Y ear
Quantity
1995-96 1996-97 1997-98 1998-99 1999-2000
Percentage Change over last
Tones 18360 25039 35834 37963 47602 + 25.39
Exports Value (Million U S Dollar)
4.02 5.81 7.15 6.87 11.60 + 68.85
year
Source: Export Promotion Bureau, Karachi EXPORT OF MANGO FROM PAKISTAN 1999-2000
Qty in Tones Value in ³000´Rs. S r.
C ountry
%age Share
1999-2000
No.
Dubai Oman 2 United Kingdom 3 Saudi Arabia 4 5 Qatar Bahrain 6 Singapore 7 Sri Lanka 8 France 9 Kuwait 10 Germany 11 Norway 12 Malaysia 13 USA 14 Afghanistan 15 Sub Total 1
Others
Quantity Value 36037 3335 2502 2411 824 509 311 239 210 175 161 150 139 61 57 47119 482 47601
426326 40379 42932 38315 10272 6508 4880 3285 3387 3114 3756 2720 2324 2032 500 590730 9374 600104
75.71 7.01 5.26 5.07 1.73 1.07 0.65 0.50 0.44 0.37 0.34 0.31 0.29 0.13 0.12 98.99 1.01 100.00
Grand Total EXPORT OF MANGO FROM PAKISTAN 2000 -2001 JULY TO DECEMBER S r.
No.
1 2 3 4 5 6
Total
Mont hs
Quantity
Value
July August September October November December
(M. Tones) 11715 6648 1838 3362 23563
(³000´ Rs.) 221286 140629 53617 76491 492023
Varieties of Mangoes There are 450 known varieties of Mangoes in Pakistan. A description of few of them known widely is as follows: LANGRA: This variety range in size from medium to large. It¶s skin colour is skin green a nd is thin. Taste is very sweet. Fruit quality is very good, season (Early to mid Season) 1st to 3rd week of July. Yield is very high. AMAN DUSHERT: It drives its name from village between Lucknon and Malihabad where it was originate d. Size range from small to medium. Its color is yellow when it ripe, skin is thin, pulp is fibreless, and taste is very sweet. Variety ranges from good to very best. It¶s season is July month. SAMMAR BAHISHT: It got its name because of its pleasant flavor. Size is medium, skin greenish yellow, pulp yellow, very sweet, flavor pleasant to delicious. Quality of the fruit is very good. Ripening season July-August. FAJRI KALAN: It has originated in Bihar and got its name after the name of lady Fajri who selected and brought up its trees. Size is big, base rounded, skin thin, pul p color pale, fibreless, taste sweet with pleasant flavor. Juice moderate to abundant. Fruit quality range from good to very good. Season is August month. SAMMAR BAHISHT CHAUSA: It is originated in a village Chausa in Malihabad, Tehsil of Lucknow. It is also known a s ³Kajri´ or ³Khajri´. Skin is medium in thickness, smooth, flesh firm. Fibreless with pleasant flavor and sweet taste. Juice moderately abundant. Ripening season is August ( Late). RATAUL (ANWAR): It has originated in ³Shohra-e-Afaq´ garden in Rataul. Now it has become popular in mang o growing areas of Punjab because of its high flavor. Skin is me dium thick. Flesh firm, fibreless, flavor very pleasant, with very sweet taste. Juice moderately abundant. Fruit quality is very good. Ripening season is July (Mid-Season). Keeps well in storage.
SINDHRI: It is leading variety of Sindh. Fruit shape o valish long. Size is big, length 15cm, breadth 8cm. Thickness 7.4 cm. Weight 14 oz. Skin color is lemon yellow when it ripe. Surface smooth, pulp color yellowish cadium. Flavor is pleasantly aromatic, taste is sweet. Heavy yielder, early season. NEELUM: Quality variety of Sindh. Fruit shape ovate, size small, length 7.7 cm breath 5.9 cm thickness 5.6 c m weight 5 oz. The base is rounded. Skin color is sea green when unripe and yellow with raddish tinge when ripe. Surface is smooth. Have small dots on its surface. Major Growers Problems Mango is a fruit, which has big demand both locally and internationally. A mango tree takes almost 5 years to produce fruit after its seed was put int o the soil. It reaches almost 7 ft. and then starts producing fruit. But the process to produce the mango is no t so simple and straightforward as it seems. There are some problems, which are faced b y the growers. Nowadays the problems, which are most prominent, include: Die back Disease: Nowadays a big problem which the mango growers are facing is the dieback disease. In this disease first of all the stem of the plant caught this disease and then it effects the mango fruit from top and within 10 to 15 days the whole fruit become destroys. Measures to Rectify the Disease: Many pharmaceutical s companies ha ve made chemicals to protect the Mango tree from this disease but these pharmaceuticals are less effective to control this disease. Similarly many fertilizers companies have invented fungus to protect the mango from this disease bu t their efforts are also not gi ving good results. Water Shortage: The 2nd main problem which the growers are facing regarding the cultivation of mango is the shortage of water. In our country this problem is very severe. Although Government is trying to take efficient measures to solve this problem but this problem is still there and causing trouble for the growers.
Scope of Problems (mangoes) Nature has bestowed us with the ability of producing high quality and superior variety of fruits and vegetables, but we have not been able to exploit the potential. Due to sheer ignorance, agriculture, production, quality and variety are also suffering. The segment that we have selected in this regard: the export of mangoes from Southern Punja b, particularly from this area of Multan, that famous all over the world due to its name in qual ity variety of mangoes. The limited definition and points of the area that is being covered by in this regard are discussed below:
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The horticultures sector development is the first priority, keeping in view the development of exports
in Pakistan. Let¶s take the example of mango export. By enha ncing the facilities structure and providing proper services to the growers and exporters, we can make sure that our country can be able to achieve higher target and ai m from mango exports in the future.
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Social uplift factor and awareness is the core factor in this regard. There is need of injecting and
arising, awareness in the growers and exports, about how to handle this segment in order to work for social uplift of the society. The awareness on he given in any of the following way:
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Training.
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Seminars.
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Trade shows.
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Promotion and advertisements.
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Sends delegation of exporters and growers to other country.
The other major factor behind the success of any bu siness or system is the creation follow up and
stick ness to the standards and procedures, these are necessary to be followed by the companies. This clearly seems that without the presence of certain standards, procedures and path, the assurance of development in any business or system cannot be predicted. So, keeping this point of view, the growers, farmers and other associations must be developed and follow certain standards, procedures and paths in order to export the products especially fruits (mango) in foreign markets.
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Research and development is another aspect, in this regard. It paves a new way for the nation, in
order to acquire a competitive edge. Unluckily in Pakistan, since it¶s beginning, no proper attention is denoted to research and development in any segments. That may be one of the reason, of our lacking. The government or any private entity must take initiative in his regard to develop a sort of research and development programmes for this mango ex port sector.
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Brand development and awareness is becoming very important nowadays. Exporters must be given
an option to market their product under their bra nd or use any other brand. Also, the organization must take responsibility of promoting this brand through: advertisements, promotional schemes, international seminars etc. This sort of problem comes at the final stage of product development, when exporters want to gain high market share, through grand image building measures.
Market Analysis Product Portfolio Product Name: Mango Biological Name: Mangifera Indica Family: Anacardiacae Market Requirements The main stream trade requires fruits weighing from 350-500 gms, bright colour (yellow / red / orange) with a good flesh, fibreless without turpentine smell, but juicy a nd aromatic. The ethnic market specially in UK, prefer smaller fruits, highly coloured, often with superior taste and flavour. Packing No real packaging standards exist, although a 4 kg net box (30 v 40 v 10) is common. Cartons are telescopic or single piece folding. y Minimum labeling. y Identification (name and address of exporter, packer and/or dispatcher). y Nature of the product if contents are not visible form outside. y Name of variety. y Class. y Origin of product. y Size expressed as minimum and maximum weight. y Number of fruit. y y
Market Structure of European Union Mangoes are supplied all year round. During the late summer (August/September) and in February supplies are less than during the winter season (November/December) and May. The heaviest supply period is from May to June.
The main importing European countries are the Netherlands, The United Kingdom, Belgium, Germany, PortugaAl and Spain. Portugal is one of the biggest consumer markets for mangoes in Europe. On the other hand the leading import country, the Ne therlands, re-exporter most of the imports to other European Countries (Germany or Scandinavia). Market Trends Mango is one of the tropical fruits which has experienced a tremendous development in recent years. One of the main reason is the shifts from Air to Sea freight with bulk deliveries on competitive prices. The main stream demand is for fruits of count 8 and 10 or smaller size (12) per 4 kg carton. Coloured mangoes are preferred to green varieties other varieties from India, Pakistan, Caribbean or Kenya are more in demand by the ethnic markets in Europe a nd in other European countries e.g. Netherlands. How to Improve the Quality Mangoes should be harvested carefully avoiding shocks and mechanical bruisi ng. The stable cutting operations also has to be done carefully. The rap must not touch the fruit because rap±stains develops easily where anthracrose disease is likely to be a problem, a well managed pre-harvest fungal program is necessary and a post-harvest hot-water fungal dip may also be d esirable. Fruit fly infestation can be controlled by a integrated pest control program and a hot water bath at harvest. It is important for exporters to not that chemicals used post harvest should comply with EU MRL regulations. Recommended temperature is between +10 0C and +120C with a relative humidity of 90% to 95%. The temperature during the transport must be between +8 0C and +10 0C. The European Union Market Large quantities of fruit and vegetables are traded in the European Union, not only between the EU member states but also from the countries outside EU. The imports of fresh fruit into the EU are marked by higher than the fresh vegetable imports. In 1995 total imports of fresh fruit amounted to (6.3 million tones) meaning an increase of almost 4 percent compared to the preceding year which is indicative of as upward trend. The total value represented by this volume was ECU 10.8 billion. Imports from outside the EU into nu mber states amounted to 7.2 million tones, or ECU 4.5 billion.
The country importing the largest amount of fresh fruit is Germany with al most 5 million tones representing ECU 3.3 billion. Germany is followed at a distance by France, the Uni ted Kingdom, Belgium, the Netherlands and Italy. These countries all import between 1 and 2.5 million tones annually. The entry of Austria, Sweden and Finland in EU in 1995 meant an increase of imports of fresh fruits into EU of 1.2 million tones 7 percent. Mangoes: European mango imports are increasing steadily every year, while suppliers around the world are stepping up production. Total mango imports increased to 86 million tones (ECU 107 million) in 1995. The growing sophistication of the trade and increased retailer and consumer awareness have opened gates to what many describe as one of the most promising growth areas in European fresh fruit trade. Preliminary figures for beginning of 1996 indicate tha t the growth in imports of mangoes was continuing, with many countries receiving higher deliveries. Major EU Markets for Mangoes France: France is the second largest importer of fresh fruit in the European Union. In 1995 total imports amounted to 2.5 million tones, representing almost ECU 1.8 billion. An interesting product for exporters from developing countries is the growing import market for mangoes. France is the third largest mango market in Europe. French i mports increased from 12 thousand tones in 1994 to 17 thousand tones in 1995. Mangoes are available year round with supplies mainly originating in Cotedivorie, Brazil, Mexico, Mali, Ecuador, Burkina Faso and South Africa. October is the only month during which France finds difficulty in supply. The Kent variety is most popular in France a s a whole because of its taste, reddish colouration a nd lack of fibre. Usually French imports from developing countries are brought in via the northern French port of Le Harve, or via the Belgiar port of A ntwerg and the Netherlands port of Ratterdan.
Netherlands: In 1995, the total fresh fruit imports into the Netherlands accounted for ECU 1 billion. Fresh fruits amounted to 1.7 million to nes. Almost half of the imports are su pplied by Non-EU countries (47%) developing countries supplied 651 thousand tones or ECU 408 million (38 percent in volume). Mango imports have increased strongly reaching 29 thousand tones (ECU 35 million) in 19 95. Most mangoes were supplied by Brazil (11 thousa nd tones). Other major mango suppliers are USA (4.6 thousand tones), Mexico (3.3 thousand tones), South Africa (2.1 thousand tones) and Peru (1.3 thousand tones). Imports from Mexico have increased re markably over recent years. Almost half of all imported mangoes are re-exported mostly to Germany but also to Austria, Switzerland and Scandinavia. Still Netherlands consumption is one of the largest among the EU countries after the United Kingdom. United Kingdom: After Germany and France, the United Kingdom is Europe¶s third largest importer of fresh fruit, with imports amounting to 2.5 million tones or ECU 1.6 billion in 1995. Both in volume and value, UK imports of fresh fruits show an upward trend. In 1995, total mango imports increased to 15 thousa nd tones (ECU 17 million). The leading supplying country was Pakistan, accounting for 17 percent. Very sweet Indian and Pakistani va rieties are preferred by the Asian ethnic communities. The high se ason for mango imports in the UK is May through July (i.e. India/Pakistan season). These three months account for over half of annua l imports. Nevertheless, due to supply by different sources mangoes are now available throughout the entire year. Two segments can be distinguished in the UK market for mangoes. The first segment consist of ethnic people (mainly from India, Pakistan and Caribbean) who know the product well, while the second segment consist of mainstream products (Florida varieties). The second segment is st ill characterized by a lack of knowledge of the product (b oth at retail and consumer level) leading to poor presentation and over pricing at retail level. According to traders, transportation costs are what have kept mango prices high and thus una ppealing for the average UK consumer. Air freight is more expensive than sea freight and less economical, given the large volumes in which mangoes are now being shipped to Europe.
The problem with sea shipment is tha t mangoes are extremely sensitive to changes i n temperature and thus easily damaged during long voyages. Even shipping in controlled atmosphere containers require careful adjustment and a degree of experimentation to avoid chilling injury or pre na ture ripening of the fruit. To address this problem UK importers such as wealmoer have set up their own state-of-the-art cold storage, controlled atmosphere and ripening facilities for mangoes and other fruits.
Mango Cost ± Benefit Analysis: Mango is exported in corrugated cartons, made out of fine cardboard and beautifully printed/colored. The packing is available in 2kgs, 3kgs, 4kgs and 5kgs. These boxes are designed in the nation language of importing countries. For UK in English, for France in French, for Holland in Dutch and for Saudi Arabia in Arabic. We calculate Cost/Benefit of mango export to UK.
Price of Mango Packing/Grading Box Air Freight upto London Custom clearance etc. Total C & F(Heathrow Airport) London Sales Price @ Rs.90/£ Profit Profit One Consignment Profit per Consignment
Cost Rs.50 Rs.10 Rs.10 Rs.144 Rs.5 Rs.219
2kgs ³ One 2kgs
£2.5
Rs.225
2kgs 1kgs 4000kgs Rs.12000
Rs.6 Rs.3
The same calculation is for o ther European countries and price, if converted into Pak-Rs will as above. Now we calculate Cost/Benefit for Jeddah(Saudi Arabia).
Cost Mango Packing/Grading Box
4kgs 4kgs 4kgs
Rs.100 Rs.20 Rs.20
Air Freight upto Jeddah Custom clearance Total C & F Jeddah Sale Price
4kgs 4kgs 4kgs
Profit Profit One Consignment Profit per Consignment y
4kgs 1kg 4000kgs Rs.23000
Rs.168 Rs.5 Rs.313 SRL.21/Rs.336 @ SRL/Rs.16 Rs.23 Rs.5.75
By above calculations we can exa mine that mango export to Jeddah is more beneficial as compare to
London at above prevailing rates. Because profit is more per kg and the investment is less for Jeddah market, in comparison to London market.
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The above calculations are made on the basis of rates prevailing in 2001 mango season, any change
in rates price, the freight charges or the exchange rates can effect the cost/benefit ratio. Since, mango price is almost stable for the last three four year, the main affects came on the cost-benefit by virtue of the changes in above mentione d the factors that is 1. Sales Price. 2. Air Freight Rates. 3. Exchange Rate. Sale Price: Sale price varies during the season, with the supplies from Pakistan to the destination market. If, the supplies are floaded the price in the foreign markets drops down, because mango is perishable good and cannot be kept even for 2-3 days i n stores. The reason is that mango is supplied in half-ripe stage to the foreign market and it starts ripening just after the arrival, therefore, if not sold some day or the following day, it can be rotten and the whole consignment be wasted. The sale price factor is vulnerable factor. Air Freight Charges: PIA is the main air carrier to lift the mango from to other destination, therefore the price fixed by PIA is also affecting the cost be nefit, we produce here the ra te of air freight charges as under: Y ear
Air Freig ht 1kg UK Jeddah
2001 2000 1999 1998
72 72 60 50
42 42 35 30
You can judge, how the cost benefit is affected every year by the increase i n air freight charges. The more the charges the lesser the profit. Foreign Exchange Fluctuations: Although Pakistani Rupee is devaluing against Pound Sterling and Saudi Riyal, yet the fluctuation during the season is always plus/minus one rupee in one of Saudi Riyal and plus/minus 2 rupees in case of Pound Sterling. The changes brings effect on the realization, sale price in rupees. DOCUMENTATION FOR EXPORT OF MANGO If an exporter provide following things, then banks will be ready to open his account a nd he will be able to do ex port from Pakistan to other countries. 1. Export license 2. Sales tax No. 3. N.T. Number Then he, Request for E-form (N.O.C.) C & F certificate Invoice Packing list Air way Bill / Bill of lading Bill of exchange Certificate of origionfc
MANGO EXPORT PROBLEMS and their Suggested Solutions & Outcomes 1. Lack of selection and earmarking of Mango Gardens for export oriented production:
Nowadays, growers do not emphasize over the trading of mangoes in other countries. Practically, it happens, either they sell the crop to the brokers or the broker their self buy the crop and sell them. Secondly for supply of mangoes in foreign markets. It is sufficient that growers their self must take initiative in this regard. In this way, it would better a nd easier to keep in view. Certain important facts controlled and checked. After that it would b e possible to expect for a quality-oriented fruit. If, the grower do not want to export, then they must contact with those exporters, who can better handle and sell their crop in the foreign market, and to keep the grower informed about the strength and size of Mango. Open market selling of fruit results in heavy losses to the exporters because they are not aware of the proper procedures and steps, involved in the growth of export oriented production a nd that what type of fertilizers are used and that what was the apparent condition of the fruit at the time of export. It is also necessary to know the proper and exact time of ripening of crop, so that the strength of crop at the exporting time must be maintained.
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If the fruit is picked/ploughed early, then its sta ndard shaped and taste would not be maintained.
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Lack of proper taste, that is the major factor in export.
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No proper color is developed.
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Instead proper ripening, fruit is wasted.
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Proper maintenance and use of chemical must be used lik e calcium carbonate.
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Proper movement of fruit would not be possible.
Suggested Solution: Due to conventional markets, the growers do not attack importance to the specific requirements by the exporters. They pluck the mangoes when market is in their favour whether the mangoes is under or over ripen, by this way exporters face difficulties in grading a nd selection of right mangoes for the foreign markets. We suggest that gardens or areas should be earmarked to produce quality mangoes for exports by involving exporters and growers of the area. 2. Lack of record keeping for use of fertilizers and chemicals in Mango production for
preparation of much needed product history for export purposes:
Export itself is a sort of delicate job, and when the export is of perishable items like mangoes, then the delication and sensitivity of the step involved in the exporting of this item increases a lot. In this area of Southern Punjab due to lack of a wareness, farmers are not well-in touch and informed about the complexities and the requirements in the export process. Rather they produce mangoes, using the traditional approach. That is why the proper identification of various problems is not possible. One common problem is the each of record keeping for use of fertilizers and chemicals in mango production for preparation of much needed pro duct history for export purpose. This problem is occurring only due to negligence of the growers and farmers for export oriented product, there is a complete set-up of usage of fertilizers and chemicals and it must be kept in recor d. So that the buyers could be specified about the nature and type of the chemicals and fertilizers used in the growing of mangoes. Rectification Awareness must be created among the farmers and growers.
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Books are forwarded to the farmers.
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The proper methods and procedures must b e forwarded to the grower to achieve export oriented
mango production.
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The training program must be conducted for this purp ose.
Outcomes
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Premium quality of fruit would be achieved.
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Customize trend of product would be emerged.
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More channel members communications would be generated.
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Sales would be boosted up.
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More foreign exchange is earned.
3. No proper attention given to Standard Grading and Packing:
Foreign people are very much conscious about various smaller facts, that are not commonly taken into consideration. Before exporting of mangoes to various foreign markets, followings tips must be taken into consideration. European people always like to have medium sized mangoes (350 to 450 grams).
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French market people prefer to have green color mangoes.
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Far east people like to have large size fruits.
Along with these grading points and facts important stress must also be given over the packing and labeling of fruits. Because the foreign people are very much conscious about t he outlook of product. Better outlooking product can fetch better price as well. Depending upon the market condition, the exporter have to develop a system, matching to that particular market. 4. Lack of cool c hain systems for proper transportation of Mango to Airports:
In our country, especially in the region of Southern Punjab, no proper cool chain system has been developed for the proper storage a nd delivery of fruits. All Growers and exporters, both have got a common belief that, keeping the fruit(mango) in the cold room, destroys the taste of fruit, which results in the negligence of export orders. Why cool chain system is needed: Continuous research in America and other countries, has proved that 5.5 0C to 9.00C, and75% to 95% moisture in the air is suitable for mangoes. These conditions and temperatures are for American mangoes. Pakistani mangoes are of various types, and research has told that most of fruits have got chilling Injury sports over them, by keeping them under 12 0C to 14 0C. So, keeping in view this fact, when the fruits are in transit. Or in storage, 16 0C standard temperature is maintained. Mangoes must be cooled down as soon as possible. Mangoes must be cleared out quickly and ta ken from the forms into suitable temperature in order to preserve their taste, shape & color. The temperature of skin of mango, may reach up to 52 0C and there fruits are wasted in hours. And the fruits that are ke pt and packed, without being cool down, during transit and arriving at the destination, they become too much soft and shelf life is also squeeze. Suggested Solution
For this purpose, proper cool chain systems and s tandards must be developed not only at the governmental level, but also private sector must take initiative in this regard. The cool chain system includes;
y
The water ponds in the fields.
y
The cool storage houses and
y
Cold storage transit carriers, planes and freighters.
The best way to take fruit in suitable temperature is to pass them through fresh water. As the fruit is brought to the fields. It is kept in the water ponds for few hours. Out comes: The benefits of keeping the mangoes in the water ponds are as follows: 1. If the water is passed through ice, then it wipes out the heat and temperature, within the fruits, before being packed into the boxes, and slow down the ripening process. 2. The dust over the fruit is washed and germs of various diseases are also wiped out, that makes the fruits, attractive and eatable for foreign peo ple. 5 . Problems of cargo space in PIA and difficulties faced to meet the delivery schedule:
Air mode transportation is a sort of limited way for transferring the products and fruits and many exporters try to adopt this way of transportation. This way is relatively expensive and only suitable when, no other option is available. Normally delivering one kg of fruit to Europe costs Rs.65. In Southern Punjab that is t he major growing areas of mango, no direct flights are available from any station for the transfer of fruits directly from their markets. So, in this way many local e xporters have to face major problems, regarding the transfer of their products to the foreign markets, where no other option is available except air transports like Unite d Kingdom, France, Italy, Germany, Netherland and Belgium etc. Large amount of mangoes are exported to the Fareast and Gulf countries through launches and ships, which is the second source of transportation, it is only from Karachi.
A second problem in this regard is that the schedule of flights is also not proper and matched with the specification of the demands and seas onal requirements. Normally in a week PIA offers two flights to Karachi not to foreign market that are also not separate cargo or freighters, but the normal passe nger carriers. So, a massive amount of fruit cannot be shipped in a single time. Also, wastage of fruits is a common experience, due to improper handling, carrying and high temperatures. Rectification: For this purpose PIA, must have to design such sche dule that it must offer flights in the southern Punjab region, for the direct export of fruits to various markets, it saves lots of time and c ost. Also, the amount of existing flights from other stations like Lahore and Karachi, must also be increased. And proper schedule is maintained, that meets the requirements of the exporters. Outcomes: By adopting these steps and procedures, the out comes will be fabulous. L arge amount of fruit that is destroyed and wasted in local market and during transit, will be saved and preserved and high foreign exchange can be earned. According to a recent survey, almost 50% to 60% of fruit is wasted in local markets only which is alarming. 6. Lack of information on specific demand from countries by commercial councilors:
This is also a major problem that occurs in our country especially in this region due to lack of cooperation of foreign officials and local councilors of b oth exporting and importing countries. Say, in the specific region of world during a specific season, the demand of Pakistani Mango develops. Now at the time there in that region, commercial councilors of Pakistan Embassy must take initiative to pass, on information regarding the demand, type and amount of fruits nee ded in that very region to Pakistan that is an exporting country. Suggested Solution: This factor is developed through a proper network and coordination of activities, between the various senior officials of the posted in foreign country. Also, the exporting country must remain in touch in this regard. Through a well developed teams and network of market officials. Out comes:
Out comes of these improvements are a pparent, due to timely consideration, recommendation, authentication, generation, and location of fruit demanding region. Large amount of wastage is reduced and foreign exchange is earned. Another major benefit would be that exporting trend would boast up, due to effective and efficient coordination and cooperation of activities among the commercial councilors of various regions. 7 . Non ± availability of web site with EPB to facilitate access to required information
by all concerned: The web site and networking are important tools, nowadays for the communication, sharing and transfer of information among the cu stomers, stockholders and employers of the business. Export Promotion Bureau, EPB, the only institution regarding the promotion of exports of various products, has not have a valid web-site for this purpose. No doubt currently company has launched a fascinating web-site, but it is operating at a lim ited level, and has not have that much scope a nd information that is required. This web-site would not be a source of information for local people, but also be helpful for the foreign officials, parties and importers. The web-site must be generated and developed in such a way that it not only covers all sorts of topics, areas and information about all regions a nd the country¶s products and services, but also the foreign countries and regional information must also be mentioned in that web-site. Out comes: The proper provision and launching of web-site will provide great ease to different business men growers and other parties involving in this very segment. The better and easy access to the information would be possible. Registration and data c ollection would be possible. Many many new exporters and grower, that want to enter in this sort of business could hav e the access to the data about existing features and markets of the fruits and vegetables. Suggestion and recommendations given by visitors would also be a source for improving the existing flaws in the bu sinesses. 8. Lack of authenticated information by Pakistani Exporters about the taste, size, and production data of competitors and also the packing and marketing techniques in the developed countries This problem also exists due to non-coordination and cooperation of Pakistani Exporters. The exporters mainly try to hesitate the sharing of information about taste, size, production a nd
preferences of the customers. One party cannot try to disclose its information to the second party. We can say that a lot of secrecy is maintained. This condition has got a positive aspect on one side, but also lead to severe negative outcomes. If, we just have a look over the American and European exporters, there sharing of information between two or more companies is a common habit, rather it is considered as a positive aspect for the organization. Due to this reason there peo ple are successful. This lack of cooperation in our country leads to the discouragement of exports of fruits and vegetables over the last few years. Similarly, the case with the method adopted for the purpose of packing and marketing techniques used in developed countries, are also not up to the mark. One thing is that in developed countries, especially in Pakistan the awareness about export oriented fruit product is very low, that leads to the backward trend of exports. As far as packing is concerne d, this is considered as a routinized task, no special attention and emphasize is given upon it, before shipping the product. The good packing not only preserve the fruit, but also can match the eye of customer. Rectification: The main and the most easy way is to create awareness among the various exporters in the country, especially in the very region of Southern Punjab. The awareness in terms of product better quali ty products and fruits, handling and packing must b e done in a efficient and effective way. In Pakistan, and we can say i n this region, two types of crates are used: Wooden crates
y
y
Paper (corrugated) crates.
Wooden crates are normally used for local transfer of fruits to the wholesale or direct customers, also it used for the transfer of fruits to the Gulf and Fareast countries, through launches. Problems:
y
Most of the time there crates are over filled, that is normally the capacity is 12kgs, but filling up to
15kgs is a normal practice.
y
Crates are made of rough wooden material that cause the hurdle in the movement of fruits, through
air transport. As crates are hard from outside, so no proper attention is given during the carrying a nd transfer of
y
material that provides a great damage to the product.
9. Corrugated (Crates Boxes)
There are normally used for exporting purposes, available in different sizes. Normally 2,4,5,8 & 10 kilograms of mangoes, there crates are used. For air transport usually 2 to 5 kgs boxes are used. Problems:
y
Normally the light material is used in the manufacturing of there boxes, that reduce the s trength of
box.
y
The samples used in this regard are not s o much hard, that could resist the pressure and weight of
mangoes. Air movement slots are very less in these boxes.
y
Recommendation: The boxes used in exporting of fruits must be made up of long fibres, a special craft paper must be used for filling these boxes. The corners of the boxes must be properly sha ped, so that there could exert the specified amount of pressure during carrying and transfer of the product from one place to another. The Pakistani way of packing the fruits is most suitable for this purpose. According to that boxes must be of 8-10 inches depth and keep mangoes in them in such a way that the head or cap side of mango is in ripened direction. Also, proper passage for air circulation must be provided. Marketing Techniques: One important fact is that lies behind the failure of this business, that trend is using marketing plans and techniques are discouraging. Our exporters and growers forward the fruits to the markets without having knowledge of the cus tomers, preferences and habits of the market people, that result in the uncertain out comes. Along with that no planning and feasibility plans ar e conducted etc. Rectification: First and the most important thing is the provision of a wareness to the exporters and growers. The awareness can be generated through training programes, education and by giving incentives and subsidies to the growers, exporters and stakeholders. Along with the creation of methods certain other educational awareness must also be provide d to the people involved in this very business.
Secondly in Multan certain marketing c ompanies must be opened, that should be res ponsible for handling the activities like freight settlement, handling, carrying, pricing and pro motion of the product. Out comes: The out comes for there will be fascinating through proper packing and marketing techniques a nd having strong cooperation can lead to go od businessmen activity in the region, especially for the very region (southern Punjab), where unemployment rate is high. Also, a heavy foreign exchange can be earned. 10. Non-availability of freight subsidy w.e.f. 30 -6-1998: Subsidy provision is a s trong tool for the development of particular business or a seg ment. European and American countries have got a common practice of offering number of subsidies to their businessmen and other people, attached with any sort of business. Government usually takes up initiative for this purpose, by sketching a proper view of markets, demand and supply the proper plan about the freights and subsidy is designed. Unfortunately, the Pakistani government, is failed in providing subsidies for this very segment of businessmen w.e.f 306-1998, that is causing great hurdle for the discouragement of the business. Rectification: Simple is that, government must start to initiative, buy offering subsidies to the exporters, in the form of consession and other sources. Normally subsidies are offered during peak seaso n and cogent the volume of business conducted. Out comes: Many many business centers and economists ha ve changed their destiny through a well-developed support and cooperation from the government regarding the provision of subsidies to the ex ports and other parts. Here in our country especially in this vary region through the introduction of subsi dy, would give a boast to trade, which results in large revenue and foreign exchange ca n also be earned in this regard. 11. Increasing freight charges every years:
Instead of providing subsidies to the exp orters, the government is not able to handle the freight charged by the different air craft companies. Also PIA has got a sort of monopoly in the transfer of goods to the foreign markets, so no-proper attention is given to the high freights being charged. In 1998, the freight for transfer of one kg of mangoes was almost Rs.35, in 1999 it raised up to Rs.50, then 2000, the freight was almost Rs.60-65 and nowadays it is reaching up to Rs.70. So, keeping in view all there freights, one cannot expect the flourishment and encouragement of exports. The high freight leads to high cos t of packing handling and carr ying etc. that is not beneficial for the exporter. Rectification: The government is the only authority that can play a major or a key role in this regard, it must design such policies, through which, these high i ncreasing freights trends is controlled. Especially in Southern Punjab, previously, there are less part¶s involved in this very business, many of the growers and exporters perceive this segment as a greater risk coping section. So, the govt. must concentrate in such a way to develop a positive as pect of this fruit exporting business, through if proper planning and control of freight charges. Out comes: Through managing and controlling the freight rates, one can expect, the massive trend of exporting of fruits trade, especially Mango, that is the major crop lying in this region and almost every grower, broker and exporter is linked with this business. Through a well-developed network of activating and controlled rate of freights, this region can earn a huge foreign exchange for whole country. 1 2. Non-Availability of Finance from banks. Banks and financial institutions are the only source for the running and development of any kind of business through the provision of finances. The situation is a mazing and attractive that banks and financial institutions cannot provide finances to the grower and ex porter of mangoes. The grower and exporter have to work over his/her own or self-developed sources, that are not valid and reliable, also not huge amount is generated through self-developed sources. Due to this reason, only few parties that have got a strong base or sup port are only entering and running the business. We can say that these companies are those that can have the ability to absorb certain amount of shock and resistance. Small parties and businessmen cannot enter in this segment of business.
One more point is that no letter of credit is opened duri ng the transaction. So, both the parties are on risk over the wastage and theft of shipment or consignment. Similarly no insurance is offered for the back-up purposes, to the exporters or importers. Rectification Banks and other financial institutions must fix a sort of quota or limit system in this regard. No doubt, this very segment of business is bit different form others, but it can also be enhanced by developing some sort of policies that encourage the financial assistance i n the running of this very mango export business in the region. Outcomes Outcomes would be apparent b y the introduction of finance system from banks, many small exporters would be able to enter the business a nd earn foreign exchange for the country. 1 3. Non availability of scan -machine at Cargo Terminal Multan Airport: This is also one of the major problems regarding the exports of mangoes. European and other markets people are too much conscious about the s hape, structure, colour, cleanliness grading, division selection and packing of fruits (mangoes). So, in order to have to final check of the product being launched for export, it must be overlooked by the officers at the airport, and to pin point if any s ort of deficiency is being observed in this regard, in terms of black spots, handling injuries, chilling injuries and others. The officers must have the authority to leave that pack out of the consignment. Now for all these activities, a latest scanning machine is needed that is not present a t the Multan airport. It is a big machine, through which at a time a large number of boxes are passed, checked, graded a nd selected. This scanning machine is much severely needed, regarding the export of quality product. Rectification The government must also take initiative through this regard. It must collect funds or arrange a machine through its own official resources. Outcomes Through the introduction of this machine, proper grading selection and flaws in the packing can be traced out and removed that would contribute a lot in t he promotion of the product. This promotion would ultimately lead to increase in sales and increase i n sales would lead to higher foreign exchange.
1 4. Indiscriminate PIA Indemnity Bond As already told that despite of improper schedule of flights, higher freights no subsidies, improper handling and carrying of consignments. Pakistan International Airlines has still bounded the exporters to attach an indemnity bond along with the other pre-consigning documents. So, that in case of any damage or loss to the consignment during transit PIA would not be responsible in any case, and the organization is not restricted to pa y any sort of damages to the ex porters. While this case is not in any other airline services of the world. There, the aircraft company is totally responsible for the safe and secure delivery of the products. Rectification Proper indemnity bond is designed or if possible such s ystem or network is developed that this bo nd is removed from the exporting documents. PIA must design such policies that it could pay agai nst the loss or damage to the consignment to the exporter. Outcomes
y
New exporters would take initiative to enter the business.
y
By the entrance of new parties, sales share would increase which is a heal thy positive aspect.
y
The foreign exchange would also be boosted up.
y
More employment is generated.
1 5 . Non-Availability of Transport Facilities to Exporters The mode of transportation can be selected according to the r equirement of the market. Without determining exact way or mode of transport for transferring of the product (ma ngo) lead to heavy damage to the consignment. Especially in this area of Southern Punjab, where no direct flights are available for the foreign markets despite of having a mango growing area, the exporters have to arrange, sort of local transports for the transfer of goods to Lahore o r Karachi Airports from where direct flights are available. Let¶s have brief look over the problems that exporters face in these regions with each mode of transportation.
By Road Transport Through this mode the production is transferred to the next station. Now a day, the trucks use d, are not properly covered and over filled, that cause damage to the consignment. Apart from the condition of roads is not good that also cause extra damage to the consignment. In Multan normally the exporters prefer this method. By Rail Transport This mode is not so much applicable now a day b ecause stations are not loca ted at suitable places. Also the system railway is not up to the mark and trust worthy, and extra time is needed for the transfer of product. This method is discouraged in Multan now a days. Air Transport This way is normally used for exporting purpose and also one of the expensive way o nly used when no other option is available. In Multan no direct flights are offered. By Sea or Ship Transport This way is a bit cheaper then air tra nsport but more time is consumed for the transfer of goods. For Europe it takes 10 days, for Singapore 12 days, for Hong Kong 18 to 20 days. This means that the perishable fruits like mango must be delivered in col d boxes so as to retain their freshness a nd life. This option is not available for Multan. Rectification Availability of direct flights from Multan.
y
y
In caser of absence of flights proper road transp ort must be arranged and set up must be developed.
y
Cold boxes must be developed for the transfer of fruits.
Air conditioned rail boxes must be developed for the transfer of such perishable items.
y
Outcomes
y
Heavy amount of wastage of fruits is reduced.
y
Production and sales both will be increased due to proper transfer facilities.
y
Good quality of fruit can be maintaine d in the fruit market.
y
Higher prices can be charged that lead to higher return.
16. Non-Availability of Packing Place to Exporters Packing is the most important place regarding the transfer and export of the fruits, it requires keen attention and specific environment. For getting better results, the exporter must provide large shads, warehouses, godowns and stores to the labour. In Southern Punja b especially in Multan, the proper availability of packing space is common problem. That causes major hur dle in the quality and wellequipped packing of the fruit. Rectification This problem can be easily removed by the introduction of packi ng places at commercial level, or grower and exporter must themselves take initiatives to hire or buy a place to carryout the business. Outcomes
y
Through proper packing place, this important task can be achieved in a better way that will result in
good future prospects. y
More packs are delivered in a shorter time.
y
Easily availability would be possible.
Future Plans of Mangoes: By closely observing the problems, solution of problems and out come of these problems many important facts come into our mind. Along with these there exist, some future prospects and plans that can be a dopted in order to modify and promote the mango export business. Future plans have been developed both by government and private level. The detail of there is presented below: Importance of Training: The importance of training is remote in our country, especially in this region (sout hern Punjab). That why most of the growers and ex porters lack various skills require to adopt while exporting some product to the foreign countries. So, in future, both government and private sector, must develop formal training programme structure. For this purpose different exports of the related field (Mango), must be sent to the fields, also consultancy should be provi ded to the exporters regarding any problem related to the ex port of mangoes.
Value ± chain Development: If, we just have a look over the agricultures set-up in some European and American countries, then one thing would be clear that there nations ha ve developed a formal systematic network of activities involved in the agricultures development process. The main theme of their business strategy is to increase exports and earn more from foreign market. Pakistan also can fetch better result, by following these formal procedures. But this cannot be possible if the government and the private sectors takes initiative in this regard. The concept of value-chain must be involved. Along with there:
y
Special areas must be selected for export oriented production.
y
The time of pesticide spray and fertilizer and all other intermittent procedures must be fixed.
Role of Cooperation: The governmental agencies can do a lot in this regard. There can help in building a c oordination between exporter and government. When this sort of environment is generated, then one can say that many other smaller problems will disappear. Marketing Agencies: In Pakistan unluckely, no pro per attention is given to marketing and promoting the products, especially in this very segment of exports of fruits and vegetables. Future is the era of marketing, one can be able to get more and more share from the marke t. Certain Marketing Agencies must be developed that can assist exporters in priority services like handling packaging, labeling, clearing and sale of mangoes. Also these agencies will help the exporters in identifying new ex porting markets. Risk Sharing: Mango export is a bit risky j ob and no one except few parties that ha ve got strong financial base can export this fruit. The government and different institutions involved like PIA must collectively take initiative in order to reduce the risk on the part of exporters only. Proper financing must be available, so that small exporters can also take part in the activity. Also, PIA must introduce certain incentives and loose down its policies related to the mango export.
Suggestions and Recommendations After exploring the problems relating to the export of Mangoes and Dates from Pakistan, we suggest some of the ways that will help the exporters to increase their exports and to earn foreign exchange for the country. Combine Efforts by the Governmentand the Exporters: If Pakistan want to increase its exports of Mangoes then a combined effort will be required by the government and the exporters to explore the problems and then work jointly to solve those problems which will give benefits to exporters in term of increase in their exports and Government in terms of greater foreign exchange earnings. Increasing Awareness in International Markets through Marketing: As we all know that marketing plays an important role in increasing awareness of the product. So Government must play as important role by advertising our high quality mangoes at international level which will help the exporters to ex plore and capture new markets. In this r egard Export Promotion Bureau can play an important role. Increasing Number of Flights: PIA should in consultation with Government increase number of flights in the foreign countries which will help the exporters to export these perishable fruits quickly and within their ripen time to foreign countries. Providing Storage Capacity in Airports: As we all know that Mango is a very p erishable item and it has life of few days so a large s hare of mango ripe at Airport before it is exported because there is no cool place at Airport to store it and it ripe in hot weather and become export less. So the CAA (Civil Aviation Authority) must provide some cool place so that the ripening of fruit will be protected. Exploring New Markets: The Government and the exporters must also explore new markets for our Mangoes to ear n foreign exchange which will be beneficial for our country. Conclusion
Pakistan is Alhamdulillah having the best varieties of Dates Mangoes. And there is also great demand of Mango in the International Market. But unfortunately there are o nly few exporters, which are exporting these fruits. There are some problems which are created due to non-cooperative attitude of Government in exporting these fruits from the country e.g. few flight space for the ex port, lack of storage capacity at the Airports e tc. and there are also s ome other problems like non availability of cool chain for Mangoes etc. So in order to solve these problems a combined effort will be required by the exporters and the Government to solve these problems and to increase ex ports which will generate high foreign exchange earning and it will help the economy to boast. Also there is need to explore new markets of dates and mangoes and the role of Export Promotion Bureau is to create awareness in the International Markets by marketing of these products i n the International Markets. Contents
Executive Summary INTRODUCTION TOTAL PRODUCTION OF MANGO IN PAKISTAN EXPORT OF MANGO LEADING MANGO EXPORTERS IN THE WORLD YEAR 1998 EXPORT OF MANGO FROM PAKISTAN Varieties of Mangoes Major Growers Problems Scope of Problems (mangoes) Market Analysis Market Structure of European Union Major EU Markets for Mangoes Mango Cost ± Benefit Analysis: DOCUMENTATION FOR EXPORT OF MANGO MANGO EXPORT PROBLEMS and their Suggested Solutions & Outcomes Future Plans of Mangoes: Suggestions and Recommendations Conclusion
Acknowledgement ALLAH, the Gracious who helped us in most crucial times as Well and enabled us to complete this report.
