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Pakistan Horticulture Development and Export Board (PHDEB) is arranging a weeklong promotional campaign in Czech Republic as part of its efforts to explore new markets for kinnow. During this campaign, the Board will display kinnow at seven branches of two big stores Tesco and Interspaar Prague.
Consumers will be offered kinnow free of cost so as to create a niche in the local fruit market. Shipment of 52 tons of kinnow has already been made while promotional campaign would be launched next week.
Eight companies from Pakistan are participating in the campaign, which also includes a "kinnow festival" on March 23 as part of Pakistan Day celebrations.
During the exhibition, the Board would also use local electronic and print media for creating awareness about Pakistani fruits.
According to the Board survey, Czech Republic is a good potential market and is the sixth largest importer of mandarin. The Board expects orders between 2,000 to 3,000 tons next year. The country has a good buying power and is expected to offer good price for the fruit. The Board is also planning to hold a similar promotional campaign in Poland next year.
An official said that the board was also trying to implement GAP (Good Agricultural Practices) in order to ensure access to big European stores. It was also striving for provisional GAP certification for next year.
After Kinnow, the Board plans to make efforts for similar certification for mango as well. The Board is trying to introduce value addition in the sector so as to earn more foreign exchange for the country.

Copyright Business Recorder, 2007

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