Firms Project Mango Briefing Book Sept 2009

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  • Topic: Mango, Sindh, Lahore
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Mango Briefing Book
Edition 1.1

September 2009
Prepared by the USAID Pakistan FIRMS Project

USAID Pakistan FIRMS Project

Mango Briefing Book, page 2

Preface This briefing book on mango and Pakistan has been prepared by the USAID Pakistan FIRMS Project in an ongoing effort to develop and support the execution of a four-year strategy to make Pakistani mango a force in the international marketplace. It is a compilation of primary and secondary research. This is the first edition. Subsequent editions will be prepared as new information is received.

USAID Pakistan FIRMS Project

Mango Briefing Book, page iii

Contents

I. II.

Executive Summary Background on Mango A. History of Mango in the Region B. Taxonomy C. Uses of Mango

1 3 3 3 4 5 5 5 8 8 9 10 10 11 12 13 13 25 27 44 45 46 47 51 58 77 85 88 90

III.

World/Pakistan Mango Production and Trade A. Production B. International Trade

IV.

Donor Activity in Mango A. USAID Activity B. Other Donor Activity

V.

Constraints to Greater Pakistani Export Market Success in Mango A. Constraints to U.S. Market Entry B. Constraints to European Market Growth C. Constraints to Growth of Middle East and Other Markets

VI.

Annexes A. B. C. D. E. F. G. H. I. J. K. L. M. Frequently Asked Questions (Mango) Pakistan Mango Production Maps U.S. Market Profile Mango Varieties Available in the U.S. Market Likely Requirements for Pakistani Mango Exports to the USA Useful APHIS Contacts List of Mango Diseases GlobalGAP Standard Operating Procedures: Packinghouse Facilities for Export of Indian Mangoes to USA Mango Sector Four-Year Strategy Scope of Work CV Mango Strategy Expert Further Reading Mango Sector; Trip Report by David Picha

USAID Pakistan FIRMS Project

Mango Briefing Book, page v

I. Executive Summary

Statistics vary, but Pakistan appears to be the 3rd largest producer of mango in the world and the 4th largest exporter. Although Pakistan has some of the world‘s sweetest mangos, exports are relatively low compared to the potential, and they focus on limited ethnic markets in the Middle East, the United Kingdom, and some European countries. The chief constraints to expansion in the world‘s major markets — the United States and Europe — are primarily related to Pakistan‘s inability thus far to develop a significant, consistent supply of competitively priced, high-quality mangoes that supermarket chains can rely on. Solving these problems for the U.S. market begins with meeting U.S. phytosanitary requirements imposed by the Animal and Plant Health Inspection Service (APHIS) of the U.S. Department of Agriculture (USDA) regarding operational protocols, pre-clearance inspections, and irradiation. Slow response by the Ministry of Agriculture, and apparent noncommercial operation of an irradiation facility run jointly by the Atomic Energy Commission and the Pakistan Horticultural Development and Export Board (PHDEB), appear to be the chief bottlenecks to compliance. After government has raised its performance to a satisfactory level with respect to APHIS requirements, the private sector will have significant investments to make in farm-level and transportation infrastructure, and in management and operations to ensure a consistent, high-quality supply suitable for the supermarket chains. Once these hurdles are cleared, Pakistani exporters will face stiff competition from long-entrenched Latin American suppliers who have dominated more than 99 percent of the market for the past decade. The ability to profitably supply the U.S. market from Pakistan remains a serious question. Succeeding in the European market is easier; however, it is not easy. Only three Pakistani farms and one group of producers in Multan meet the GlobalGap certification requirements of European supermarkets. The Metro supermarket chain has been working with Pakistani farms to send test shipments to Germany for the past two years, with mixed results. It continues to report...
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