A Pakistani mango industry representative says the country has the capacity to export a lot more fruit in the future but greater efforts are needed to secure workable protocols in key markets.

Ahmad Jawad

Ahmad Jawad, who chairs the Federation of Pakistan Chambers of Commerce & Industry's (FPCCI) Standing Committee on Horticulture Exports, says out of forecast production of 1.8 million metric tons (MT) this season only 190,000MT will leave the country.

The season started in June and runs through to the first week of September, with the Middle East as the leading market, followed by continental Europe and the U.K., as well as smaller volumes to the U.S. and emerging markets like Australia, China, South Korea and Mauritius.

"We have a lot of room available to enhance the export volumes – if it were in my hands, I think the export target should be 300,000-400,000MT," Jawad tells www.freshfruitportal.com.

And indeed Jawad, who is also CEO of the export company Harvest Tradings, has tried to take matters into his own hands.

He initiated discussions last year with the Ministry of Commerce seeking to get approval for an irradiation facility in Lahore - under the name 'Paras Foods' - to register for U.S.-bound exports.

"I personally spoke with the Agricultural Counsel of the U.S. Embassy – the Ministry more or less agreed to allow this local irradiation facility for the United States, but the U.S. officials have some different concepts," he says.

"Firstly they agreed but then they thought they had a shortage of inspectors - they have to be based in Lahore to inspect the mango consignments. Secondly, all the boarding and lodging expenses and the salary of the inspector is borne by the government of Pakistan.

"These two issues, one from the U.S. Embassy side and the other from the Pakistani Ministry of Commerce, the issue remains stuck to date. There is no further improvement or there’s no big breakthrough by both sides."

But despite this static outcome, Jamad and other sector players continue to try to convince U.S. and Pakistani officials to provide them with other options.

Currently exporters to the U.S. are limited by rules that dictate they must ship to Dallas for in-country treatment of the fruit. Only 184 metric tons (MT) were sent to the market last year, and the estimate is similar in 2016.

"Buyers all over the world require easier procedures; they do not want complex procedures.

"For countries in the EU and the United States, would urge them [to push for changes] as Pakistani mangoes have a rich taste and aroma. Mostly foreigners in the different countries have a unique demand for Pakistani mangoes.

He suggests that the Trade Development Authority of Pakistan could conduct a Pakistani mango festival in different parts of U.S. to encourage the buyers and strengthen business-to-business contacts so that "buyers may take the benefit from the concessionary tariff and it also helps to give anew push in U.S.-Pakistan trade relations".

When asked about Australia, he highlights its good prices as a a great emerging markets, but Pakistani have not tapped into its opportunities enough yet.

He clarifies most markets accept vapor hot treatment (VHT) as an alternative treatment, but the U.S. authorities insist on irradiation; a requirement that Pakistani exporters are happy to meet.

www.freshfruitportal.com