KARACHI: Pakistan has achieved mango export target by exporting 125,000 tonnes and fetching valuable foreign exchange of $72 million during this season despite numerous issues arising of the global Covid-19 pandemic.
Keeping stiff challenges of the global pandemic, the mango export target was set at 80,000 tonnes, however, All Pakistan Fruit & Vegetable Exporters, Importers & Merchants Association (PFVA) effectively managed to increase the export target to 45,000 tonnes by adopting aggressive strategy coupled with timely decisions taken by the federal government.
Afghanistan emerged as the top country in import of Pakistani mangoes during the current mango season while UAE, Iran and Oman proved to be a potential international markets for Pakistani mangoes. With an overall mango export of 46,276 tonnes, the share of UAE, Iran & Oman was 33,000 tonnes, 17,956 tonnes and 11,459 tonnes respectively.
According to Waheed Ahmed, the Patron-in-Chief PFVA, the current mango season was one of the most difficult seasons in the history of mango export, however, the Association translated the stiff challenges of the coronavirus pandemic into unique opportunities by adopting appropriate and realistic strategies including switching export of mangoes to sea and land routes after the airlines had shut down their flight operations.
Prior to the commencement of the current mango season, the entire world was engulfed with the global pandemic of coronavirus and subsequent lockdowns as a precautionary measure led to the closure of Super Stores & markets while the demand of foods drastically reduced due to suspension of flights by the airlines creating logistic issues, he mentioned.
In the backdrop of these stiff challenges, when the mango export started, it was confronted with very serious problems. On one hand, there were serious logistic issues while on other hand the people confined to their homes due to the global lockdowns were badly in need of food items particularly high nutrition food, the mango being on top of that list due to its high nutrition value, effective in combating against the deadly pandemic, Waheed added.
However, he informed that taking timely advantage of this unique opportunity, President of Pakistan Arif Alvi convened a special meeting and decided to launch an aggressive promotion of Pakistani mangoes through Pakistani missions abroad by sending "gift of mangoes" to all head of states with a view to improve diplomatic ties with these states.
In light of this decision, the Trade Development Authority of Pakistan (TDAP) during this year conducted mango promotion-related activities in 24 cities of the world through Pakistani missions abroad while 30 Head of States of various countries were sent "gift of Pakistani mangoes" on official level. This well-thought strategy played a vital role in promotion of Pakistani mangoes globally.
He said that the consumers of the recipient countries of Pakistani mangoes played a leading role of the front men workers in highlighting about Pakistani mangoes as delicious, highly nutrient & being effective in combating against the deadly pandemic of coronavirus by improving immunity system of individuals.
According to Waheed, during the current season of mangoes, the coordination and cooperation between the federal government and other concerned government departments were excellent in resolving export-related issues.
Copyright Business Recorder, 2020
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