Kinnow: running out of juice

Mandarins, also known as kinnows, are the pride of Sargodha and one of the juiciest exports of Pakistan to the world. Known for its superior quality and juice content, the export of this proud citrus produce from the country commences each year in December.
And as the shipments take off, so does the media outreach of various stakeholders within that value chain including growers, merchants and exporters. Every December, media outlets run news items citing higher production estimates and export targets for the ongoing season. Invariably, the end of each season hears much bantering about government’s lack of patronage and resource allocation that ultimately leads to missing those targets.
But this year the disappointment appears to be settling in relatively early. The mandarin production estimate for the ongoing season as announced by All Pakistan Fruit and Vegetable Exporters, Importers and Merchants Association (PFVA) is 1.9 million tons. This tally is marginally higher than last year’s production tally as reported by the same body; 1.8 million tons but pales in comparison to the 2011 total of 2.5 million tons.
In fact, a look at the historical data of kinnow production provided by PFVA shows a relatively flat growth trajectory over the past decade that belies its purported juicy export potential. Industry sources are quick to pass blame to the authorities pointing to a host of factors; the lack of cold storage, input subsidies and growers’ awareness.
The woes afflicting exports of the citrus fruit have also persisted over the years. International sanctions on Iran make it impossible to obtain letter of credit, thus limiting exports to the western neighbour.
In the east, the lucrative Indian market also remains largely off limits given volatile relations, while Russia’s recent aversion towards imports from Europe may be a temporary window of opportunity, the imploding Ruble is not a currency exporters want to be stuck with.
Yet the kinnow export target for the current season has been set at 325,000 tons. Considering the fact that no new markets have been secured for these exports and traditional export markets also appear dicey, it appears inevitable that the peachy press releases of December will turn bitter, come March.