Pakistan has exported about 81,000 tons of mangoes so far against the target of 110,000 tons for 2012-13 - the primary reason for the shortfall being delay in the opening of the Iranian market. Well informed sources told Business Recorder that logistic issues, high fare of airlines and certification are some of the key reasons of failing to meet the target.

Iran, a market of 20,000-25,000 tons of Pakistani mangoes opened with some delay as a result the target fixed for Iran could not be achieved. Mango export to Iran is undocumented. Some of the market players argue that international barriers on trade with Iran are another reason for the delayed exports. Replying to a question the source said that mango export to Europe is also less than target because Europe is a market of small mangoes, production of which is less this year.

Pakistan Horticulture Development and Export Company (PHDEC) has found a new market of South Korea where demand of Pakistani mangoes is high. According to sources, a consignment of 2.5 tons of mangoes reached South Korea on July 07, 2012. After certification, when Pakistani mangoes reached the market, there was a huge demand for Pakistani mangoes and as a result Korean exporters rushed to strike deals for more Pakistani mangoes.

When contacted Chief Executive Officer (CEO) PHDEC, Bashir Hussain said that he also arranged a visit of South Korean quarantine experts to Pakistan and facilitated meetings with relevant institutions. According to him during the visit the experts went to examine mango orchards, the irradiation facility of Paras Foods in Lahore and the hot water treatment facility of Pakistan Hortifresh Private Limited, which is a joint venture between PHDEC and Durrani Associates.

"We hope Pakistan will export mangoes to South Korea from next near," he added. According to Hussein, a mango shipment through sea reached the Netherlands in July and initial reports show that the sea route is going to be the next best option for mango shipments to Europe, which will not only reduce cost but also provide a chance to export the fruit in large quantities.

In replying to question, the sources said, mango export to United States of America is not feasible by air as its landed cost is calculated at $ 6 per kg and retail price of one kilogram of mango would become prohibitive. "Our mangoes cannot succeed in the U.S. until export starts through sea," the sources maintained.