1

GOVERNMENT OF PAKISTAN
TRADE DEVELOPMENT AUTHORITY OF PAKISTAN
MULTAN OFFICE.

“REPORT ON MANGO OF SOUTHERN PUNJAB”

Made By: SYEDA ALINA ZAHRA GILANI

(PRODUCT/MARKETING OFFICER)
Supervised By: SYED JAWWAD HUSSAIN SHAH
(DIRECTOR, MULTAN OFFICE)
 2

MANGO

1. PRODUCT DESCRIPTION
Multan is an historical city known for its mangoes all over the world. Its delicious
mangoes are equally liked in Pakistan and in the rest of the world. Mango is the best gift
from Multan. It is connected with world through International Airport. It occupies almost
central position in Pakistan‟s map. It is connected with the whole of the country through
Pakistan Railways, National Highway and under construction motorway.
Mangoes are one of the world‟s favorite fruits for food, juice, flavor, fragrance, and
color. The fruit is variable in size and color, and may be yellow, orange, red or green when
ripe, depending on the variety. Mangoes are sweet, with a unique taste that varies with variety.
The texture of the fruit also varies from a soft and pulpy like an over-ripe plum, to firmer, like
a cantaloupe or avocado. Mango is grown in slightly less than 90 tropical and sub tropical
countries in the world. Asia is considered home land of the fruit. It produces three fourth of
world mangoes out of which two third is being produced in India.
Many of the world‟s most popular varieties of mangoes for export – for example Chaunsa,
Langra, Desi, Sindhu – preferred for their taste, texture and shelf life, are already being
produced in Pakistan.
2. TYPES
There are many known varieties of Mangoes in Pakistan. Some of the most popular ones
are listed below:
 LANGRA
 AMAN DUSEHRI
 ALPHANSO, BOMBAY
 SAMMAR BAHISHT
 FAJRI KALAN
 MUHAMMADWALA
 SAMMAR BAHISHT CHAUNSA
 RATAUL (ANWAR)
 3

3. AVAILABILITY OF PRODUCT IN THE WORLD:-

Top Producers of Mango
Rank Area Production (MT)
1 India 13649400
2 China 3976716
3 Thailand 2374165
4 Indonesia 2013123
5 Mexico 1855359
6 Pakistan 1753686
7 Brazil 1154649
8 Philippines 884011
9 Bangladesh 802750
10 Nigeria 734000
11 Egypt 466436
12 Yemen 387906
13 Kenya 384461
14 Viet Nam 370000
15 Cuba 355200
16 Peru 322721
17 Haiti 295000
18 Madagascar 220000
18 United Republic of Tanzania 220000

20 Democratic Republic of the Congo 208440

Source: FAO 2008

4. GLOBAL TRADE IN THIS SPECIFIC PRODUCT:-

Pakistani mango is considered among the best in the world, for its aroma, taste, size
and appearance, yet it could never become a big export. World‟s top exporters of mango
are given below:
 4

World Top Exporters of Mango

Product : 080450 Guavas, mangoes and mangosteens, fresh or dried

Sources : ITC calculations based on COMTRADE statistics.

Trade Indicators
Value Trade
exported in balance in Quantity Share in
Exporters Quantity Unit value
2009, in 2009 in exported in world
Unit (USD/unit)
USD USD 2009 exports, %
thousand thousand
'World 1111511 -216953 1418820 Tons 783 100
'India 205436 205393 267617 Tons 768 18.5
'Mexico 136942 133708 232643 Tons 589 12.3
'Netherlands 100809 -34608 80548 Tons 1252 9.1
'Brazil 97686 97675 110355 Tons 885 8.8
'Hong
Kong,
China 85727 -27055 104441 Tons 821 7.7
'Thailand 71410 71303 144079 Tons 496 6.4
'Peru 70930 70930 69191 Tons 1025 6.4
'Pakistan 33179 33179 81450 Tons 407 3
'Belgium 29623 -4709 14615 Tons 2027 2.7
 5

World Top Importers of Mango

Product : 080450 Guavas, mangoes and mangosteens, fresh or dried

Sources: ITC calculations based on COMTRADE statistics.

Trade Indicators
Value Trade Share in
Quantity
Importers imported in balance in Quantity Unit value world
imported in
2009, in USD 2009 in USD Unit (USD/unit) imports,
2009
thousand thousand %
'World 1328464 -216953 1146712 Tons 1158 100
'United
States of
America 301527 -286601 295653 Tons 1020 22.7
'China 152789 -150647 124997 Tons 1222 11.5
'Netherlands 135417 -34608 65491 Tons 2068 10.2
'Hong
Kong,
China 112782 -27055 126350 Tons 893 8.5
'United
Kingdom 77308 -75094 48111 Tons 1607 5.8
'Germany 70734 -59962 40660 Tons 1740 5.3
'Canada 55895 -55812 41544 Tons 1345 4.2
'France 55557 -40905 27448 Tons 2024 4.2
'Japan 46892 -46589 11233 Tons 4174 3.5
 6

5. PAKISTAN’S POSITION IN GLOBAL TRADE:-

Export of Mango from Pakistan to the World
Product Product label Pakistan’s exports to Pakistan’s exports to
code world world
Value Value Value Value Value Value
in in in in in in
($)2007 ($)2008 ($)2009 ($)2007 ($)2008 ($)2009
„080450 Mangoes 29027 26635 28974 29027 26635 28974

SUCCESS STORY
AL-ABBAS ENTERPRISES,
498 Nashband Colony, Khanewal Road, Multan.
Mobile # 0300-8630807
E-mail:alabbas.enterprisespk@yahoo.com

M/s. Al-Abbas was established in year 2000. Its countries of export of Mangoes are UK,
France, Ireland, Belgium, Doha-Qatar and Switzerland. The first year‟s consignment of
mangoes was of 5 tons. The next year it increased to 85 tons; the following year it jumped
to 1000 tons. Then it ranged between 2000-5000 tons per year. The consignments are sent
by-air to the European Countries and by-sea to the Gulf countries.
M/s. Al-Abbas initially started selling mangoes locally to Karachi, Lahore and Islamabad.
After success in the domestic market, Mr. Ghulam Abbass the owner visited UK and gifted
mangoes to his friend in UK. From his visit to London he got inspiration of exporting
mangoes to international market. In 1997 he went to UK to study market & buying
behavior of the people. After complete analysis he sent his first consignment to the UK
market, where he faced problems in selling but he was successful as he penetrated into the
market with competitive pricing strategy and supplying most delicious Pakistan mangoes
of Pakistan. Slowly and slowly he established his own mango outlet in UK in the name of
M/s. Al-Abbas UK Ltd. Now he is selling his mango at his own outlet and as well as in the
fruit markets of UK.
He never faced any financial crisis as he was backed by a strong family background. The
only problems he faced are of general natures which are faced by every fruit exporter such
 7

as timely availability of space and fluctuation in freight charges. Unexpected increase in

freight charges is a big problem for mango exporters.
According to him mango export needs a lot of struggle due to its perishability and
uncertainty of prices. So exporters have to be vigilant in every matter from fruit ripening to
fruit plucking, washing, packing and sending consignment to the destination and
marketing.
He recommended that Vapour Heat Treatment (VHT) plant should be installed by the
Government. as early a possible so that new markets like Japan and America may be
approached.
6. ROLE OF GOVT. NGO’s DONORS AGENCIES AND GOVT
DEPARTMENTS:-
1) TDAP
TDAP gives substantial subsidy to the exhibitors in providing stall at 50%
or more subsidized rates and also sponsors a large number of delegations to
be sent abroad.
TDAP gives every delegate 100 US$ per night stay and one way air ticket;
meeting with their respective business counter parts in the country visited
are arranged by concerned embassy and commercial counselor. In fact, this
is more beneficial to the delegate, than the monitory assistance. Meetings
with potential buyers, trade bodies are of vital importance to the delegates.
2) SMEDA
SMEDA took initiative and planned to develop a common facility center in
collaboration with Punjab Small Industries Corporation (PSIC), and
MCC&I so that stakeholders may get benefit of value addition and
contribute to national economy by earning better returns on indigenous agro
produce. The project of Agro Food Processing Facilities (AFP), Multan is a
non-profit organization aimed at providing processing facilities for domestic
fruits / vegetables and guidance in latest processing techniques being used in
developed countries. AFP provides processing facility for pulp extraction of
various fruit like mango, guava, apple etc.
 8

3. PARAS
Pakistan Radiation Services (PARAS), Pakistan‟s first facility to provide
irradiation services for food products is a company constituted by Pakistan
Atomic Energy Commission (PAEC) and Pakistan Horticulture
Development & Export Board (PHDEB) under the name of “PARAS Foods
Private Limited. Started in April, 2009 with a plan that envisions financial
self-reliance, PARAS has the capacity to annually irradiate 60,000 tons of
fruit, vegetables etc. Horticulture and agro-processing are target sectors.
4. Punjab Govt.
Punjab Govt. has also contributed towards the development and growth of
fruits and vegetable in its province. Through its multifarious agencies. It has
recently established one cold storage at Lahore and four are approved for
Rahim Yar Khan, Islamabad, Faisalabad and Multan airports.
Kinnow and mango pack houses & cold storage are proposed at Bhalwal
and Multan.
Mango Research institute at Shujabad has been working for the last many
years. Punjab Govt. has decided to upgrade and improve its efficiency.
5. USAID
Among the notable NGO‟s USAID FIRMS is doing a lot of work in this
field. USAID is working towards increasing incomes and generating
additional employment in the major mango-growing areas of Southern
Punjab and Northern Sindh. This will provide a boost to Pakistan‟s overall
economy where the mango industry currently contributes USD 150 million
per year to the GDP. USAID has worked alongside Pakistani farmers to
maximize the output of the 2010 growing season. Assistance included the
following:
 Training programs in pre and post-harvest practices were critical for export
market success. 44 trainings were conducted in all major growing clusters in
Sindh and Punjab, reaching more than 2,700 mango growers.
 Major investments in on farm infrastructure helped growers to achieve
Global Good Agricultural Practice (Global Gap) Certification.
 9

 Facilitating exports to European markets.

 Promoting value-added products.
 Assisting flood-affected mango orchards.
FIRMS launched its MUAVAN Mango Program to upgrade Pakistan‟s mango export
supply chain to meet the higher quality standards required by major supermarket chains in
the USA and Europe. FIRMS signed an MoU with PARAS which states that, in exchange
for free irradiation of up to 40 tons of mango on behalf of growers/exporters of trial
shipments, FIRMS agreed to upgrade the PARAS facility to enable it to receive a
USDA/APHIS inspector to complete the approval process. FIRMS completed this initial
work in early February, 2010, prior to the preliminary visit to the facility of the
USDA/APHIS regional representative from New Delhi. In addition, FIRMS agreed to
provide assistance in developing a marketing plan for PARAS. The challenge of this
consultancy is to develop a marketing strategy and plan that if, implemented by PARAS
using best practice corporate systems, processes, managerial practices, and appropriately
hired, qualified personnel, will result in financial sustainability.
6. PHDEC
The objective is to work for production, development and export of horticulture products
which include fruits, vegetables, flowers and herbs.
To develop export of fresh and processed horticultural products by:
 Promoting and developing competitiveness of horticulture industry of Pakistan with
focus on exports of value added fresh and processed horticultural products.
 Information dissemination on international compliances on food quality and safety
and by capacity building of the stakeholders through trainings and technical
assistance for adherence to such compliances.
 Promoting technological upgrading and human resource development for enhanced
value added exports in all sub sectors of horticulture.
 Encouraging, facilitating and training the growers to grow for export.
 Facilitating adoption of international standards and certifications for compliance
with import requirements of major importing countries.
 Promoting and facilitating market and product diversification in the horticultural
export sector.
 10

Mango supply chain management (ASLP)

 Export Supply Chains
 Best Practice Export Trail Shipments (UK, Dubai, Singapore, China)
Capacity Building (Growers, Processes, Exporters
 Tot‟s
 Trainings
 Field Demonstrations
Agribusiness Development Project- MINFA
 Seven Provincial Horticulture policies (AJK,FATA,GILGIT-Baltistan)
 140 teachers from 20 selected govt. commerce colleges trained in agribusiness
related subjects.
New Initiatives in Mango Exports
 USA
 China
 Jordan
 Iran
 Mango sea shipment to Germany and Netherlands
 Market research in China.

PARAS FOODS (PVT) LIMITED

The project has been in operation since June, 2009 and various products are being
USDA for exporting mangoes to USA was initiated and is at advance stage. The Australia
Bio security Organization‟s representatives also visited the plant for approval as quarantine
measure for exporting mangoes to Australia. The revenue generation has improved over the
period, but still remains below break even level.

ESTABLISMENT OF MANGO HOT HWT/PACKING/COLD STORAGE

First mango packing facility to be established in mango production area, Multan. The
project is been implemented jointly by CC&I and PHSEC amounting Rs. 84 million
approved by P&D.
 11

7. AVAILABLITY OF PRODUCT IN PAKISTAN VIZ AREAS:-

MANGO FRUIT KHARIF 2008-09 IN THE PUNJAB.
AREA:
According to final estimate of Mango Fruit Kharif 2008-09 in the Punjab the area is
placed at 277785 acres (112413 hectares) as against 2777381 acres (112250 hectares)
planted last year. The acreage under the fruit is almost at par of the last year.
PRODUCTION:
The province of the Punjab is estimated to have produced 1324875 tonnes of
Mango fruit during the current year as against 1373112 tonnes produced last year. The
production has decreased by 3.51% over the previous year, which is due to unfavorable
weather condition and severe wind storm that affected the average yield badly.
MANGO FRUIT IN THE PUNJAB FOR THE YEAR 2008-09
Area in Acres Area in Hectares Production in Tonnes
DIVISION / DISTRICTS 2008-09 2007-08 2008-09 2007-08 2008-09 2007-08
SAHIWAL DIV: 8085 8075 3272 3268 34581 33396
Okara 3050 3035 1234 1228 13888 13594
Sahiwal 4850 4850 1963 1963 19913 19008
Pakpattan 185 190 75 77 780 794
MULTAN DIV: 118430 118240 47926 47849 580654 585881
Multan 78000 78000 31565 31565 393028 401762
Lodhran 1000 1000 405 405 4666 4703
Khanewal 32900 32700 13314 13233 149813 146462
Vehari 6530 6540 2642 2646 33147 32954
D.G. KHAN DIV: 50642 50347 20494 20374 209265 218487
Muzaffargarh 47500 47300 19222 19141 195021 204792
Layyah 390 395 158 160 1820 1902
D.G. Khan 352 352 142 142 1406 1406
Rajan Pur 2400 2300 972 931 11018 10387
BAHAWALPUR DIV: 85100 85100 34438 34438 440136 473701
Bahawalpur 10750 10750 4350 4350 40525 44939
R.Y. Khan 71000 71000 28732 28732 381606 410757
 12

Bahawalnagar 3350 3350 1356 1356 18005 18005

8. DESCRIPTION OF AVAILABLE TYPES AND QUALITY:-
Types
There are 450 known Varieties of Mangoes in Pakistan. Some of the most popular ones are
listed below:
LANGRA
It has originated as a superior chance seedling near Benares. Size medium to large, ovate,
base round to slightly flatten, shoulders equal. Beak minute but distinct, sinus slight to
absence, skin green and thin, flesh fibreless, yellowish brown in color, scented, highly
melting, very sweet. Stone very small, flattened, oval. Weight of an average fruit is about
¼kg. Fruit quality very good, bearing heavy. Season (Early to mid Season). 1st to 3rd week
of July. Heavy yielder.
AMAN DUSEHRI
It derives its name form village between Lucknow and Malihabad where it was originated
as a superior chance seedling. Size small to medium, oblong, ventral, shoulder higher than
dorsal, beak and sinus absent, color yellow when ripe, skin thin, pulp fibreless, flesh firm,
very sweet, flavor nice. Stone very small, oblong, variety good to very best, bearing heavy,
mid season (July), keeping and peeling quality good.
ALPHANSO, BOMBAY
This is a leading commercial variety of Bombay State and is one of the best in India.
Because of its better adaptability to humid climate it has not been able to maintain its
esteemed position in the dry districts of Pakistan. The Alphanso is successful in some
districts of Sindh. Size medium, ovate, oblique, base obliquely flattened, Ventral structure
boarder and much higher than dorsal, beak just a point, sinus not prominent, color of the
ripe fruit yellow or brownish yellow, skin thin, pulp yellowish brown, flesh firm, taste very
sweet, flavor excellent, almost fibreless. Fruit quality is good. Mid season variety harvested
in July.
SAMMAR BAHISHT
It has originated as a superior chance seedling in Muzaffernager U.P. It got its name
because of its pleasant flavor. Fruit medium, base slightly flattened, shoulders equal, sinus
very light, beak point prominent, skin greenish yellow, thin, pulp yellow, very sweet,
 13

sparsely fibrous, flavor pleasant to delicious. Stone medium and oblong, oval. Quality of
the fruit is very good, keeping and peeling qualities well. Ripening season July-August.
FAJRI KALAN
It has originated as superior chance seedling in Bihar and gor its name after the name of
lady Fajri who selected and brought up its trees. Size big, oblong, obliquely oval, base
rounded, shoulder unequal, with ventral higher than the dorsal, beak distinct, sinus very
shallow with rounded apex. Skin thin, pulp color pale, fibreless, taste sweet with pleasant
flavor. Juice moderate to abundant. Stone large, oblong. Fruit quality good to very good
bearing late season August, Keeping quality good.
MUHAMMADWALA
Size small to medium, skin thick, yellow brown, pulp sweet, juicy, stone medium sized,
fiber very little. Very hard variety. Season early August.
SAMMAR BAHISHT CHAUSA
It is originated as choicest seedling in a village Chausa in Malihabad, Tehsil of Lucknow. It
is also known as “Kajri” or “Khajri”. There is resemblance between the foliage of Fajri and
this variety but there are marked difference in fruit shape and quality. Fruit medium to
large ovate to oval, base obliquely flattened, ventral shoulder raised than the dorsal, beak
distinct, sinus shallow, apex round, skin medium in thickness, smooth, flesh firm, fibreless
with pleasant flavor and sweet taste. Juice moderately abundant. Stone somewhat large
oblong. Fruit quality good, bearing heavy, keeping quality medium to good. Ripening
season in August (late)
RATAUL (ANWA R)
It has originated as a chance seedling in “Shohra-e-Afaq” Garden in Rataul. Now is has
become popular in mango growing areas of Punjab because of its high flavor. Fruit
medium, ovate, base flattened with equal shoulders, which are rounded, beak not
prominent, absent in some cases, sinus absent, and apex round. Skin medium thick. Flesh
firm, fibreless, flavor very pleasant, with very sweet taste. Juice moderately abundant.
Some medium oval. Fruit quality very good. Ripening season in July (Mid-Season). Keeps
well in storage.
SINDHRI
It is a leading variety of Sindh. Fruit shape ovalish long. Size big, length 15 cm, breadth
8cm. Thickness 7.4 cm. Weight 14.0 oz. Base obliquely rounded, cavity absent, Ventral
 14

shoulder rising and round, dorsal ending in a curve. Skin color lemon yellow when ripe.
Surface smooth. Pulp color Yellowish cadmium. Texture fine and firm fibreless. Stone
medium size. Flavor pleasantly aromatic, taste sweet. Heavy yielder, early season.
BANGANPALI
Another variety of Sindh. Fruit shape is obliquely oval, Size is big, length about 14 cm.
Breadth 9.1 cm Thickness 8.2 cm. Weight 22.0 oz. Base obliquely flattened. Cavity not
prominent. Stalk inserted obliquely. Shoulders ventral typically razed, broader and much
more higher than dorsal. Back almost rounded. Skin color dark green and glazy when
unripe. Yellowish light green with very light crimson patches when ripe. Surface smooth,
shining. Dots small distinct. Glands small, crowded.
NEELUM
Quality variety of Sindh. Fruit shape ovate, size small, length 7.7cm breath 5.9cm thickness
5.6cm weight 5.0oz. The base is rounded. Stalk inserted squarely. Cavity slight to absent,
Shoulders unequal. Ventral is higher than dorsal, back rounded. Sinus slight to shallow,
Beak acute to obtuse. Apex rounded Skin color sea green when unripe & yellow with
reddish tinge when ripe. Surface smooth. Small dots with numerous small glands.
9. MANUFACTURING /VALUE CHAIN, PROCESSING:-
A value chain analysis of the mango export chain revealed that the actors like; input
supplier, small scale and commercial scale producers, exporters, supermarkets and
consumers play various roles and functions ranging from input supplying, producing,
exporting, retailing and consuming. The analysis also revealed that there are different gross
income, added value, gross margins and value share among the different actors in the
chain. This is in agreement with what Roduner (2007) defines about value chain that a
product before reaching the final consumer is transformed, combined with other products,
transported, packaged, displayed etc, and in the process raw materials, intermediate
products and final products are owned by various actors who are linked by trade and
services, and each add value to the product.

From the value chain analysis it is realized that the actor who receives the highest value
share is the producer followed by the exporter since they add more value to the product.
However, the producer receives the least gross income because of his high cost of
production (fixed and variable cost).
 15

Additionally, from the analysis it is revealed that money exchange flows from upstream of
the chain to downstream while there are two (2) – way information flow. In terms of
traceability of quality issues, there is a movement of tracing from upstream to downstream
and movement of tracking from downstream to upstream.
PROCESSING
Process Flow Chart

Harvesting
The main consideration during harvesting should be to ensure that mangoes are harvested
at correct maturity and staining of latex (Sap) on the fruit is avoided. Mangoes should be
harvested by cutting the stem 1 to 2 centimeters away from the fruit; this technique reduces
latex exudation and staining, as well as the possibility of fungal organisms entering the
fruit. The most suitable equipment comprises of a long mast with a cutting blade and a
small bag under the blade to catch the fruit. Mangoes should never be knocked from the
tree, dropped, or thrown onto the ground.
 16

After harvest, latex should be allowed to drain away from the fruit; this is normally carried
out by placing the mango with the stem downward on grass below the tree. The fruit can
normally be placed directly into a ventilated field crate. The crate should not contain more
than three layers of fruit. If possible, the fruit in the crate should be left under the tree until
taken to the processing.
Hydro-Cooling/Cleaning
Hydro cooling is done to remove field heat from the fruit. It is important to remove the
field heat as soon as possible. The heat reduction process is often carried at the time of
cleaning mangoes on the farm with water. Field heat removal can also be done through
“forced air cooling” and or in cold stores, but once the fruit moves through the cold chain,
it should not be allowed to heat up again. In this process, it is assumed that field heat
removal function will be performed at the processing facility. Mangoes delivered at the
processing unit are gently dumped into water holding tanks (at normal water temperature)
with overhead sprayers to wash and clean the field dust. The fruit is gradually cooled down
at 17oC through different stages. The water may contain a mild solution of chlorine. This
process helps stop latex flow and also reduce field heat. The time in residency of the fruit
in the hydro-coolers is approximately 10-15 minutes. After hydro-cooling, washing and
cleaning, mangoes are passed though drying tunnel that blows excess water off the fruit.
Mangoes are then moved from the pre-cooling area to live belts that take it past the
grader/sorters.
Grading, Sizing, and Sorting
Due to the normal ovate or oblong shape of mangoes, they do not lend themselves very
well to mechanical graders, although weight based equipment works well.
At sizing and sorting stage, it is observed that mangoes should be of uniform size and
color. Mangoes are sorted into color ranges and sizes by hand (normally this process is
done on a conveyer belt which feeds fruit onwards to packing lines). After sorting mangoes
are moved to the packing area. The fruit handlers wear soft white cotton gloves. Handling
of the fruit involves sorting, hand wiping, cleaning.
Packing
The packers only pack one size of fruit so that packing personnel do not have to make
decisions and therefore, they only put pre-sized mangos into the standard carton efficiently.
Packing is done into mango cartons made of cardboard paper. Uniform size/weight
 17

mangoes are individually wrapped in soft tissue papers before placing them into the carton.
Typical sizes of 4.5 kg net weight mango cartons are (10.9 cm x 34 cm x 26.9 cm) and
(10.2 cm x 43.2 cm x 27.9 cm). Smaller carton sizes for 4 kg & 2 kg net weight pack are
now also being used. The carton should have a minimum bursting strength of 250-275 psi
(lb per sq. inch).Ventilation and hand holes‟ openings should be designed to provide
adequate handling, circulation of air and maximum cooling.
Mangoes are packed into the cartons by count. These counts are 6, 8, 10, 12, 14, 16, and 18
numbers of mangoes per carton, depending on the size of the mango. These counts must
make the minimum guaranteed net weight. Mangoes are packed side by side, or on edge,
rather than flat so as to maximize the number that will be accommodated in a single layer.
Details of preharvest and post harvest processes are normally communicated to the buyer.
Cooling
Mangoes may be stored in refrigerated, humidity controlled facilities before and after
packing. The proper temperature for holding Pakistani mangoes is 17 degrees Celsius at a
relative humidity of 90-95% for mature green mangoes. At the mature green stage,
mangoes may be stored for up to two weeks with no adverse affect.
Raising temperature to 21 degrees Celsius is frequently used to trigger ripening just before
retail sale.
Depending on the cultivator, mangoes are placed in gassing chambers where ethylene gas
is introduced to trigger additional color change. This is usually done just before shipping to
market as it also induces ripening. However, this final preparation work is normally carried
out by wholesale distributor at the time of delivery or by the retail chain after receipt of the
fruit.
Ripening
The ripening of mangoes can be induced, according to destination and length of journey, by
raising the temperature to 20 degree centigrade and/or by introducing ethylene into their
holding atmosphere. But due to climatic conditions it is not recommended to ripe Pakistani
mango before exporting it. In UAE due to high temperature there is no need to follow any
processes to ripe the mangos. But in Europe ripening should be done after reaching the
destination. For that purpose they have established ethylene chambers for ripening,
Pakistani exporters acquire those chambers on rent for 1 or 2 days to ripe the their slots.
 18

Mango is a valuable source of foreign exchange for many countries including Pakistan.
Unfortunately, Mango is facing strange dilemma that on one side it has emerged as an
important exportable commodity and on the other hand the economic life of our groves,
productivity, yield and quality has gone down.

Although, soil and climatic conditions in Pakistan support mango production in terms of
yield and quality, yet the country is not able to acquire the desired results. Number of
factors contribute towards low production of mango. Unchecked use of unhealthy seeds
forming diseased seedlings, insect attack (mango mealy bug, fruit fly, mango weevil,
scales, mites), alternate bearing, mango malformation(vegetative or reproductive) and
diseases (powdery mildew, anthracnose, quick decline, sooty mold, fruit rot and stem
blight) are the greatest threat to the industry in major mango producing countries, including
Pakistan. Also, low pollination, less fruit setting (less than 0.1%), high fruit drop
percentage, unnecessary stresses (injury) and improper management practices during
budding or grafting, time of irrigation, pruning and time of application of fertilizers are
contributing substantially to the downfall of the industry. Adding to the ever increasing
problems are the post-harvest losses contributing almost 40-50%.

These problems arise mainly due to non-availability of nutrients from the soil, inefficient
use of resources, unawareness about the ripening and quality maintenance practices. Still,
we are not able to cope with the problems arising due to ignorance of farmers and facilities
involving storage and marketing. It is now, need of the hour that Government should take
initiatives to educate farmers, formulate policies supporting infrastructural development,
access to the markets and provision of facilities at low costs.

ISSUES/PROBLEMS/OBSTACLES:-
Pakistan is the world's sixth largest producer of mango, after India, China, Thailand,
Indonesia and Mexico, and its share is around 5 percent in total mango production of the
world. Although its mangoes are inherently attractive to consumers, the export volume is
not significant (4 percent of production) and prices paid for export fruit are among the
lowest in the world.
Also, the mangoes consigned to domestic and export markets suffer from fruit quality
problems. A high incidence of disease breakdown and green-ripe fruit result in loss of
 19

confidence by marketers, and reduced profits for everyone, from grower to retailer.
According to them, the reason for these shortfalls is lack of supply chain management,
combined with underdeveloped technical systems that are incapable of maintaining fruit
quality, and lack of market intelligence, research and development.
The monitoring studies, conducted in international markets including UK, UAE and
Singapore, and the domestic markets including Lahore, Karachi and Faisalabad, showed
that there is even higher acceptance of Pakistani mango, provided the post-harvest quality
concerns are addressed.
The government should also help by creating infrastructure like pack houses, modern
grading facilities and common facility centers. Following problems are faced by exporters:
1. Fresh Mango Grading and Packing Facility
Unlike citrus, grading and packing facilities do not exist for mango in the mango growing
areas. There are very few mechanized grading and packing facilities and most of those are
located in Karachi. There is a potential for having investment in mango grading and
packing facilities in mango growing areas of Punjab.
2. Mango Hot Water Treatment Plant
Mango is an important export fruit. Sanitary and phytosanitary requirements of the
importing countries are becoming stringent with the passage of time. To meet those
requirements, it is important to have hot water treatment facilities for mango; for taking
care of the issue of fruit fly. There are some existing facilities in Karachi; however, there is
need for establishing more facilities in mango areas of Punjab.
3. Mango Vapor Heat Treatment
Sanitary and phytodanitary requirements of mango importing countries differ. There are
some countries like Japan which require vapor heat treatment instead of hot water
treatment to ward off dangers of fruit fly. Therefore, this is also potential investment
project.
4. Irradiation facility
One important means for meeting the sanitary and phytosanitary requirements for
exporting mangoes is irradiation. This is especially important in the context of exporting
mangoes to the largest export market of USA. One such facility has become operational in
Lahore. There is need for establishing a larger facility in Karachi and Multan for mango,
 20

which will be used for other horticulture/food products. Detailed feasibility study for this
project has been developed by Pakistan Horticulture Development and Export Company.
5. Lack of cargo space and poor infrastructure
Due to shortage of cargo space and unreliable service of national carrier, meeting delivery
schedules for exporters becomes difficult.
Exporters from Multan and other areas of Southern Punjab found it difficult to export
without direct flights and adequate cargo space.
Mangoes are exported mainly by air, however, shortage of air cargo space calls for
exploring alternate mode of transportation for mango exports. The mode of transportation
by sea is another possibility for exporting mangoes to U.K. given that the size of
consignment is large enough.
The un-ripened mangoes have storage life of about 25 days in cold storage, according to
the market; it takes about 18 to 20 days for a shipment via sea to arrive at London from
Karachi. This provides a fair period of time for mangoes to be ripened after their arrival at
the destination port.

10. CURRENT CONSUMPTION OF PRODUT IN PAKISTAN /PRODUCT

USERS:-
Mango is widely used fruit both in raw form and in processed form. Ripe mango is eaten
heartily all over the world and it is in fact its primary use. Processed products of mangoes
occupy second position though these are also used at large scale. Leaving aside the wastage
about 90-94% fruit is consumed locally. The rest of produce is exported in fruit form or
processed form. Currently, approximately 3% of mangos are processed into value added
product such as pulp for use in drinks and ice cream, canned mangoes and dried mangoes.
It is also processed into preserves, juices, jams, jellies, nectars as well as crisp mango chips
which are eaten as snacks. Mango is an excellent source of vitamins A, B and C and
contains water, proteins, Sugar, fat, fibers and iron etc.
USA is the largest market for mango imports in the world accounting for about one fifth of the
total global mango imports. However, Pakistan has not been able to enter into this market due
to quality compliance issues. During the last three years, there has been a shift in distribution of
Pakistan‟s mango exports shown in the following figures:
 21

Within a period of two years, the share of Europe has doubled to become 32%; while the share
of Middle East has shrunk to 63%. This trend is indicative of the diversification strategy
adopted by Pakistani mango exporters. Within Middle East, UAE, Saudi Arabia and Oman are
the large importers; while in Europe, UK is the largest importer of Pakistani mangoes.
Mangoes come in market early in the May and remain in market till August/September.
The typical mango season is from June to September, with export surpluses available in
July. Most of the traders do not follow the recommended processing methods.
The main orchards of mango are in district Multan, and district Rahim Yar Khan, which
include: Rahimabad, Jamaldin wali, Sadiqabad, Shaikh Wahan, Mianwali Qureshian
Zahirpir, Bagho Bahar, Tirandah Mohammad Panah.
Whereas, Hyderabad, Tandojam, Tando Allahyar, Tando Jan Muhammad, Mirpur Khas,
Digri,Umer Kot, Nawab Shah, Naushero Feroz, Khairpur Mirus, Ghotki, Bahawalpur,
Shujaabad, MuzzaffarGarh, Khan Garh, KoatAddu, Khanewal, Sahiwal, Vihari, Okara,
Faisalabad, Jhang, Toba Tek Singh and Sargodha are also very famous for mango
production.
 22

EXPORTS OF PAKISTAN 3 YEAR FIGURES:-

EXPORT FROM PAKISTAN

JULY - JUNE 2009-10 JULY - JUNE 2008-09 JULY - JUNE 2007-08

H.S # COMM.BY COUNTRIES
000.KG 000 RS. 000.$ 000.KG 000 RS. 000.$ 000.KG 000 RS. 000.$

8045020 MANGOES 84,921 2,522,399 29,382 73,437 2,307,044 29,491 68,879 1,743,859 27,765
84,921 2,522,400 29,382 73,437 2,307,046 29,491 68,879 1,743,859 27,765
Afghanistan 1,781 55,979 652 1,592 46,081 589 8 80 1
Australia 5 150 2 73 2,349 30 0 12 0
Austria 90 3,458 40 80 2,903 37 85 3,174 51
Bahrain 1,890 52,039 606 1,003 28,721 367 961 25,982 414
Bangladesh 60 2,279 27 60 2,694 34 70 1,889 30
Belarus 5 271 3 5 182 2 - - -
Belgium 1,680 50,351 587 652 26,551 339 563 11,815 188
Brunei Darussalam 16 738 9 18 642 8 15 435 7
Cameroon - - - - - - 7 203 3
Canada 1,097 46,496 542 801 32,085 410 509 17,743 282
China 12 588 7 16 638 8 - - -
Cyprus 1 42 0 0 12 0 - - -
Czech Republic - - - - - - 1 19 0
Denmark 87 2,773 32 146 4,667 60 246 7,127 113
France 144 4,916 57 1,409 51,175 654 696 20,081 320
Germany 2,211 83,034 967 1,766 67,062 857 1,436 46,079 734
Greece 111 6,214 72 161 5,616 72 95 4,093 65
Hong Kong S.A.Re.Chi 80 3,094 36 146 6,338 81 40 1,246 20
India - - - 24 753 10 - - -
Indonesia - - - 1 39 0 1 26 0
Iran ( Islamic R.) 2,687 92,213 1,074 7,482 237,879 3,041 1,491 36,450 580
Ireland 19 801 9 43 1,855 24 4 141 2
Italy 585 19,604 228 569 20,078 257 424 14,390 229
Jordan 87 2,078 24 64 1,921 25 - - -
Kazakstan - - - 2 97 1 1 43 1
Kenya - - - 1 36 0 - - -
Korea, Republic of - - - 0 20 0 - - -
Kuwait 707 18,605 217 1,034 30,466 389 675 16,239 259
Kyrgyzstan/Kyrgyz R. - - - 2 85 1 2 60 1
Libyan Arab Jamuhir. 168 9,416 110 - - - - - -
Malaysia 397 14,939 174 347 12,624 161 346 12,199 194
Maldives 210 7,209 84 133 5,202 66 101 2,554 41
Nepal 7 219 3 17 612 8 - - -
Netherlands 380 15,246 178 335 12,965 166 213 7,831 125
New Zealand 0 38 0 - - - - - -
Norway 783 33,264 387 724 28,812 368 931 28,383 452
Oman 5,727 142,054 1,655 3,679 97,164 1,242 5,649 109,867 1,749
Qatar 2,570 78,576 915 1,885 64,716 827 2,360 66,079 1,052
Reunion 2 60 1 - - - - - -

Russian Federation 14 573 7 - - - 18 456 7

Saudi Arabia 17,885 484,473 5,643 14,248 394,865 5,048 13,884 320,762 5,107
Singapore 579 17,547 204 381 13,187 169 575 16,673 265
Slovenia - - - - - - 100 1,208 19
South Africa 1 27 0 - - - 5 166 3
Spain 39 1,573 18 40 1,438 18 24 739 12
Sri Lanka - - - 16 395 5 - - -
Swaziland 3 150 2 3 167 2 3 114 2
Sweden 493 17,053 199 433 15,736 201 338 9,902 158
Switzerland 529 17,626 205 484 20,451 261 346 13,384 213
Turkey 40 2,361 28 - - - - - -
U.S.America - - - 3 97 1 30 1,353 22
United Arab Emirates 25,949 657,471 7,658 18,790 493,213 6,305 19,936 415,142 6,610
United Kingdom 15,791 576,802 6,719 14,771 574,457 7,343 16,693 529,720 8,434
 23

Mango Export
Pakistan is the sixth largest exporter of mangoes in the world. In 2007-08, Pakistan exported
61,632 tons of mangoes; while in 2006-07, export figure was 105,210 tons. Pakistan‟s
compounded annual growth rate of mango exports during the period 2000-07 remained as
3.2%, which was much lower than the export market growth rate of 9.0% during the same time
period. This indicates that Pakistan has not been able to tap the growing potential of fresh
mango export market. Two main mango varieties exported from Pakistan are Sindhri and
Chaunsa; Sindhri being the main variety of Sindh. Three year trend of Pakistan‟s mango
exports are shown in the figure below:

COUNTRIES OF EXPORT:-
The major export destinations for Pakistan mangoes are the Middle East, the U.K and
Europe. The majority of exports are consumed by expatriate Pakistani and other Asians.
MODE OF EXPORT:-
The mode of export of mango fruit is by air. Mango is exported by sea to Arabian countries
only. Since shipments to the European countries by sea have also started, it would help
export of Pakistani mangoes in a big way. Pakistani fruits have huge potential in foreign
markets and exporters must take advantage of the situation by adopting international
standards.
The problems encountered by the exporters on account of shipment by air and see are
reportedly as follows:
By Sea
 Non-availability of reefers especially 20 feet containers
 Non-adherence to notified transit time
 Unilateral increase in freight amidst export season
 Off-loading cargo during transit
 24

 Hidden charges (fuel adjustment, plug-in charges, container washing charges,

 Handling charges at port of discharge etc).
 Non-entertainment of claims on account of cargo loss/damage caused by
 Operational inefficiencies of the carriers like malfunctioning of reefer containers,
 Unreasonably extended transit time etc.
By Air
 Off-loading cargo at port of loading or other ports
 Space blocked for cargo to be loaded from other ports (for instance, space blocked
at Karachi for cargo to be loaded from Multan or Faisalabad).
 Non-performance of commitments to accommodate non-regular/other shippers.
 Misuse/misinterpretation of indemnity bond leading to rejection of genuine claims.
 No/limited service for emerging markets (Al Mate, China)
GOVT INCENTIVES ON EXPORTS:-
Govt. of Pakistan is providing an incentive to Horticulture export enterprises by way of
picking upto 8% or 50% (whichever is less) interest on loans obtained for cool chain and
cold storage. This facility is available to all users, whether the unit is export oriented or not.
TDAP will help exporters in opening export offices abroad by giving 50% of the rental and
50% of the salary.
LIST OF TOP MANGO EPXORTERS FROM PAKISTAN

S. # Name of Contact Address Email/ Ph#/

Company Person Website Mob
1 M/s. Iftikhar Mr. Waheed New Fruit & email. Cell: 0321-
Ahmed & Ahmed, Vegetable Market, iac@iac- 8272772,
Company, Plot # 7, Super fruit.com Tel: 92-21-
kARACHI Highway, Karachi URL. www. 36871092-93
iac-fruit.com
2 M/s. Al-Abbas Mr. M. Khawat # 478, alabbas.enterpri Cell: 0300-
Enterprises, Abbass, Rawan Road ses@yahoo.com 8630807
Multan Tatepur,
Multan.Pakistan
3 CEO, M/s.Durani Mr. A. Qadeer Plot # D-25, Block Email. Cell: 0321-
Associates, Khan Durrani, – 6, F.B. Area. Durrani_associa 8275648
Karachi Karachi tes@yahoo.com Tele# +92 21
URL.www.durr 36349491
ani-fruits.com
4 M/s. Roshan Mr. Khalid B 51, Rizwan roshan@roshan.c Cell: 0300-
Enterprises, Ejaz, CEO, Society, om.pk 8251062
 25

kARACHI University Road, Tel# 92-21-

Karachi 34645717
(Pakistan)
5 Union Fruits Mr. Abdul 54 G, Gulzar Email. Cell: 0333-
Malik, Chowk, Manzoor unionfruit@uni 2141796
Chairman, All Colony, onfruit.com Tel# +92 21
Pakistan Fruits Karachi URL. www. 35891509,
& Vegetable (Pakistan) unionfruit.com 35891067
Association,
Karachi

5 Chase Mr. Abdul Suit # 6 & 7, Email; Cell: 0300-

International, Wahid, Humera Mansion, info@chase.co 2015923
Karachi G. Allana Road, m.pk Tel# +92 21
Kharadar Karachi, URL: www. 32312366-67
Pakistan. chase.com.pk

6 M/s Jehanzeb Mr. Jehanzeb R 211 2nd Floor jkexporter@yah Cell: 0301-
Muhmand & Khan Regal Trade Square oo.com 3032763
company, Muhmand Saddar, Karachi.
Karachi

7 M/s Rishad Mr. Abdul 22,3rd floor,Email. Cell: 0300-

Mateen & Mateen Mian Chambers, rishadmateenrm 8276284
Company, Siddiqui, Shah rah e@gmail.com
Karachi Liaquat, Karachi URL.
(Pakistan) www.rishadmat
een.com
8 F. A. Mr. Aslam 64/5 Bombay pakhali@cyber. Cell # 0300-
International , Pakhali, Bazar, Opp Shia net.pk 8259125
Karachi Khoja Masjid
Karachi
9 M/s Imtiaz Mr. Imtiaz No.27 , New Sabzi http://www.imti Cell: 0300-
Enterprises, Hasan Mandi , Super az.biz 2111495
Karachi Highway , Email : Phone # 92-
Karachi info@imtiaz.biz 21-36380730
Pakistan
10 M/s Agrica MDS Mr. Shop 1 to 16, Veg. mdskarachi@ho Cell: 0332-
International Binyameen Mkt, S/H way tmail.com 3000300
Yousuf, Karachi Tel#.92-21-
4933649
11 M/s Imran Qasim Mr. Imran Ali H-32, KDA iqtraza@yahoo. Cell: 0302-
Trading Est., Zaidi Overseas com 8254671
Karachi Banglows Block- Tel# 92-21-
16-A Gulistan-e- 6975149
Johar, Karachi
12 M/s Sahara Mr. 160/2, 11th Sara- Cell # 0307-
Enterprises, Muhammad Commercial St, enter@gmail.c 8888887
 26

Karachi. Firdous, Phase-IV, D.H.A, om Tel: +92 21

Karachi 34550700

LIST OF GAP CERTIFIED ORCHARDS

S. # Name of Contact Address Email/Website Ph#/Mob

Company Person
1 Major (R) 1795. D, Is Cell: 0302-
Lutfabad Tariq Khan, Justice Jabbar ma 8632863
Mango Farm, St, Khurshid ilz
Colony, ai1
Multan, @g
Pakistan ma
il.c
om
2 Owner, Barrister Lutaf Abad, nwkbadozai@yah Cell: 0300-
Surbuland Wasim B.Z, University oo.com 8637704
Mango Farm Khan, Road, Multan nwkbadozaii@gm
Pakistan ail.com
3 Mr. Imdad Tando Allah Imdad_nizamani2 Cell:0300-
Asim Nizamani, yar Sindh, 001@yahoo.com 8372394
Agriculture Pakistan Tel: +92 22
Farm, 3898222

4 Murtaza Mr. Zain Majeed Kilrio, Zainshah78@gma Cell: 0300-

Agriculture Shah, Sakrund il.com 2024454
Farm Distt:
Nawabshah

5 Hyder Shah Mr. Junaid Hyder Shah junaidhydershah Cell: 0344-

Fruit Farms, Shah Village, Tando @live.com 3523177
Allah Yar,
Sindh,
Pakistan
6 Rangowon Mr. St 9, Gabool mehmood@terry Cell: 0300-
Wala Fruit Mahmood Town, Block world.com 8252232
Farm Rangoonwal 22, Federal B Tel: +92 21
a area Karachi 36999973-4
Pakistan.

7 JWD Fruit Syed Ahmad Jamal din wali Kmujib2010@gm

Farm Mahmood Sadqabad dstt ail.com
Rahim Yar
Khan
8 Ali Tareen Jahangir Ali Tareen anbajwa@gmail.c
Fruit Farm Khan Fruit om
 27

Tareen Farm,Lohdarn
9 Samza Fruit Zahid Al-Mamtaz, zahidgardezi@ho
Farm Hussain 12-13, Syed tmail.com
Gardezi Muhammad
Kaswar,
Gardezi Road,
Multan.
10 Muzafar Nagar Muzafar Khakwani, Khakwani@gmail
Farm Hayat Khan 1/Z, Quaid-e- .com
Azam Road,
Multan Cantt
11 M. A Links Muhammad Room No.2, malinksmango@g
Habib ur Zakria mail.com
Rehman Specliliast
Chambers
Building,
Nishter Road,
Multan.

12 Al-Abbas Malik 498 Alabbas.enterpris

Enterprises Gulam Naqshband espk@yahoo.com
Abbass colony,
Khanewal
13 Multan & Farid Khan Sharif Manzil skkhahwani@ms
Vehari Mango Khakwani Kutchery n.com
Growers Road, Multan.
Association

13. LIST OF GLOBAL IMPORTERS- LIST OF PAKISTAN PRODUCT

BUYERS:-
MAJOR IMPORTERS OF PAKISTANI MANGO
Country July-June 2006-07 July-May 2007-08 July-May 2008-09
000KG 000RS 000$ 000KG 000RS 000$ 000KG 000RS
France 1505 34450 568 418 11108 178 1248 44951
Germany 1082 30680 506 915 28713 461 1116 42740
United Kingdom 13051 328849 5421 11965 369042 5922 10006 37305
Oman 4533 63246 1043 3953 77114 1238 1754 40693
Qatar 1110 24160 398 1946 56151 901 1240 46145
Saudi Arabia 12412 226592 3735 8977 213938 3433 9084 26567
UAE 16239 247266 4076 15277 279717 4489 12474 29411
Bahrain 1230 233014 3684 791 21167 340 528 15323
Norway 874 24689 407 710 20978 337 521 18681
 28

Kuwait 528 11426 188 427 10009 161 706 23222

11. SWOT Analysis

Strengths
 Pakistan‟s biggest cluster of mango production
 Favorable environmental conditions
 Easily available farm land
 Varieties like “Chaunsa” mango are recognized as one of the best varieties
 Pakistan is included among the top ten mango producing countries in the world
 Priority fruit crop supported by major programs
 Availability of raw material (mangoes) with a consistent growth in production
 Availability of farm labor and technical expertise
Weaknesses
 Irregular & inconsistent supply of quality fruits
 Short storage life and inadequate post harvest facilities
 Non availability of cold storage and reefer container facilities at airports & seaports
 Limited air space and high freight costs
 Low literacy rate in majority of mango growers
 Lack of modern agricultural practices
 Mismanagement of farm land (dependant upon the Farm Manager)
 Lethargic behavior of employees towards farm work
Opportunities
 Prospective markets within geographic proximity i.e., Middle Eastern countries.
 Domestic competition level is moderate for a modern processing unit.
 Presence of premium domestic markets.
 Lower tariff imposed by importing countries under GATT and by EU countries.
 Expansion opportunity in new markets like Far East and Central Asia.
 Rising local and international consumption and exports of mango from Pakistan
 Increased margin for growers; provided demand and supply gap in
both national and international markets
 29

 Export markets are open in post WTO era

Threats
 Competition from other mango producing countries.
 Trade protectionism, which may be applied by countries due to “fruit/white fly
virus etc.
 Ruthless competition amongst local exporters.
 Trade restriction if imposed by the importing countries.
 Illegal supplies of mangoes by local exporters through ferryboats to Dubai
 Shortage of Water
 Fruit Fly problem
12. PROPOSALS FOR EXPORT PROMOTION:-
CURRENT ROLE OF TDAP-REGULATORY ISSUE:
 Govt. of Pakistan has made it mandatory not to export mango before 20th May.
 The export of mangoes to Europe, Canada, Iran, China, Kuwait and Bahrain by air
shall be in 2, 3, 4,5,6,7 and 8 Kilograms with 5% variation on either side. Export of
fruits in retail packing should indicate gross weight.
 30

TDAP IMITATIVE:
 TDAP is providing facility to exporters for participation in exhibition and
delegation.
 Seminars and workshops are conducted from time to time to educate growers and
exporters of mangoes.
IDENTIFICATION OF NEW MARKET:
America, Japan, SAARC countries and central Asian states and China may be
found as new markets for export of mangoes.
LAST YEAR FINANCIAL ACTIVITIES:
Last year this office organized one day seminar on “Pre-post on Harvest
Technology and value addition of mangoes” at Bahawalpur is collaborate with BCCI. The
expenditure incurred was Rs. 57235/-. There were eighty participants. It was a very
successful. Report of the seminar is attached. Inspired by this Chamber of Commerce &
Industry Rahim Yar Khan has also requested to organize such seminar at Rahim Yar Khan.
It is under consideration.
CONCLUSION:-
As far reports on commodities are concerned there is no dearth of them. Similarly
there are a lot of public and private organizations engaged in improvement in production
and export of fruit and vegetable including mango. But practical work is not being done as
it is projected. Moreover, there is utter lack of coordination between these departments,
institutes, organizations. These should be under the umbrella o TDAP and should work in
coordinated manner. There is no coordinated between growers and exporters of fruits
particularly of mango in Southern Punjab. Individually they show their concerns; but they
do not have recognized association like chambers or other all Pakistan level organization;
therefore, they fail to formulate concrete proposals. At present cold storage facilities may
be provided in or in the vicinity of Multan airport. VHT plants may be provided in cluster
of mango orchards along with plucking, grading, washing, packing facilities.
PROPOSED ACTION PLAN:-
It is proposed that a delegation of Mango exporters from Southern Punjab may be sent to
Japan.
 31

REPORT ON SEMINAR ON “PRE-POST HARVEST TECHNOLOGY AND

VALUE ADDITION OF MANGOES”AT BAHAWALPUR.

As per schedule of events for the year 2009-10, Trade Development Authority of Pakistan,
Multan organized one day seminar on the above mentioned subject in collaboration with
Bahawalpur Chamber of Commerce & Industry, Bahawalpur on 15th June, 2010 at
Bahawalpur Chamber of Commerce & Industry, Bahawalpur.

The seminar was presided over by President Ch. Muhammad Afzal. Waheed Raza Bhatti
Director General (SRO) TDAP, Lahore was the chief guest.

Copy of the programme of the seminar is at Anx-A.

Speakers delivered lectures on the following topics:
1. Mr. Tanveer Ahmad ---- Imperatives of Successful Gardening, Analysis of Soil
And water and Use of Fertilizers.
2. Akhlaq Ahmed Khan ---- Development of Value Added Products of Mango.
3. Mr. Tariq Malik ---- Disease Control, Harvesting Technique, Selection of
Exportable Fruit/Gardening and Storage.
4. Syeda Alina Zahra Gilani ---- Role of Trade Development Authority of Pakistan.
5. Mr. Sohail Asghar ---- Export Marketing, Packaging and Transportation of
Mangoes.

A lively open discussion was followed by speeches with a view to enhance interaction
between resource persons and participants. In addition to the speeches of the speakers open
discussion among the participants was encouraged for the sake of transfer of maximum
information and knowledge. The quality of the discussion of the seminar was quite
satisfactory as was shown by the participants during the questions/answer session after the
speeches. 85 persons participated in the seminar.

Mr. Akhlaq Ahmed, Horticulturist Agriculture Research Centre, Bahawalpur discussed the
problems like lack of registered nursery plants, improper irrigation, fruit drop, extreme
weather conditions (Frost), poor marketing system, large tree size, improper plant
protection and post harvest issues. He said that irrigation requirements are determined by
the age of plant, phonological stage of the tree & weather conditions. He advised to always
 32

irrigate dry soils & never to irrigate the wet soil. He also added that the exporters should
export value added products instead of mango fruit.

Muhammad Tariq Malik, Entomologist Mango Research Centre, Shujabad-Multan stated

that harvesting of fruits should be done on a clean dry day. Care should be taken to prevent
snapping off the pedicel. Injuries to the fruits should be avoided at all stages of handling.
Pruning is very important. He emphasized to keep the plant structure at manageable size.
Fruit should not come in contact with soil during harvesting.
He continued that optimization & standardization of operational parameters of hot water
treatment (HWT) System to control post harvest disease and insects of mango is an
ongoing process at Mango Research Centre, Shujabad.

Muhammad Sohail Mazhar, Project Development Officer, Mango Supply Chain

Management Project (ACIAR), Pakistan Horticulture Development & Export Company
said that the project was developed as a joint initiative between the governments of
Australia and Pakistan to remove the constraints limiting mango supply chain development
in Pakistan. He added that traditional supply chain practices should not be adopted
anymore to ensure quality product. Supply chain to the consumer should be a benchmark.
This will bring modifications to packaging and transportation resulting in better quality
fruit at retail.

Mr. Tanveer Ahmed, EDO Agriculture, Bahawalpur appreciated efforts of TDAP for
organizing workshops and seminar. He said that the basic problem is of expertises and
technology and the use of technology. Government of Punjab has decided to educate
farmers by providing them free schools at their door steps. This training program will start
in July 2011. He requested the exporters to avail such opportunities and adopt new
technology. No change can take place without adoption of new technology. He added that
Government has set up a laboratory for soil and water testing. Test charges are minimum.
Gardeners must avail this soil and water testing facility to ensure speedy and healthy
growth of plants.

Syeda Alina Zahra Gilani, Marketing Officer Trade Development Authority of Pakistan,
Multan informed about the completion of run way and operation of wide bodied aircraft
from Multan Airport in near future. This will solve the nagging problem of cargo. Now
 33

exporters will be in a position to send their consignment direct to the Gulf and European
countries. She said that TDAP is providing 6% R&D on FOB value of export of Agro
Processed Items. Besides, TDAP arranges exhibitions, delegations and seminars. Audience
was also informed about setting up of Food Processing Centre at Multan which will
provide cold storage, packaging and grading facilities.

Proposal to improve exports of Mango:

1. Grading/ Packaging, Vapour Heat Treatment Plant and Preservation Plant must be
established at a suitable place in the southern Punjab where exportable mangoes can
be properly processed.
2. A vapour Heat Treatment Plant must be established at Multan and Rahim Yar
Khan. It may help in increase of mango export to Far East countries specially Japan.
3. TDAP may set up a modern research and training institute for mangoes in Multan.
4. One window operation for export of Mangoes may be initiated to facilitate and give
boost to mango exports.