U.K. supermarket chain Asda is gearing up to receive its first mangoBangladeshi of the season in the run up to the Islamic religious festival of Ramadan when the fruit is consumed in high volume. 

In a statement sent to www.freshfruitportal.com, Asda confirmed it was expecting a shipment of the Himsagar variety, one of the country's most popular fruits, by mid-June.

In the partnership between the supermarket giant and Dhaka-based produce exporter Dip International, the Bangladeshi mangoes are being imported to cater for ethnic niche markets around Britain as many people prepare for the start of the religious festival, to be celebrated from June 18 to July 17 in the U.K.

Traditionally the Muslim community observe this time as a period of fasting from dawn until sunset and often feast on fresh mango and mango-related dishes throughout the month.

"We are due a delivery of the Himsagar variety of mangoes from Bangladesh this week. By mid-June, we will have continuous supply until September," says the Asda spokesperson.

Meanwhile, Dhaka Tribune reported the Asda deal could signal the start of an increase in popularity for Bangladeshi mangoes in European markets.

The article says the tie-up is creating high expectations amongst mango producers who forecast higher than average prices for the fruit this season and are optimistic other European retailers will take their produce.

"I am really excited to say that mangoes from Bangladesh have market access to the U.K.'s chain shop, meaning it will open a gateway for other supermarkets in Europe," Export Promotion Bureau (EPB) vice chairman Shubhashish Bose was quoted as saying.

Photo: Wikipedia Creative Commons

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