Wednesday, January 23, 2019


APEDA eyeing South Africa as a new market for mango exports this season
Wednesday, 11 April, 2018, 08 : 00 AM [IST]
Shraddha Joshi, Mumbai
With India topping global mango production and exports for many years, APEDA, the government agency responsible for export of agri and processed foods, is eyeing newer markets such as the African continent this year. The step is being taken as the country’s strong markets like the European Union and Middle-East seem to be saturated and have lost lustre. Other key markets include the US and Japan. As for the African continent, especially South Africa, huge Indian diaspora in the  region adds to the appeal.  

Apart from the lucrative territory of Africa, APEDA (Agricultural and Processed Food Products Export Development Authority) is also keen on exploring China, and central Asian countries - Kazakhstan and Iran and East Asian country - South Korea. Kazakhstan, in fact, is also likely to open the doors of European countries as via route.

A senior APEDA official pointed out, “We are looking to export to South Africa in a big way. China, we had problem regarding the price relevancy last year, which is solved, and hence will be exporting the mangoes. For South Korea and Iran, we have got approval and as for Kazakhstan, it will be used as via route to export to European countries.”

Keeping this in view, APEDA is planning to organise Mango Promotion Programmes in the markets of South Africa, China, Kazakhstan, South Korea and Iran under Market Access Initiative scheme.

The official added, “The purpose of this programme is to tap new markets and strongly promote the Indian varieties of quality and flavour in mangoes. We are in talks and the dates of the programmes would be informed after finalisation of the dates in consultation with the respective embassies.”

The promotion programmes would be organised in association with the respective Indian embassies or high commissions in the identified countries in the month of May. APEDA has also issued a notification in this regard. According to the notice, the promotion programmes would be organised for a duration of three days. The mangoes would be sent by the participating exporters to Indian embassy stores directly. Mangoes to Indian embassy would have a label of "Diplomatic Bag."

Export Scenario
The first batch of the fruit is scheduled to be shipped on April 16 to the US, which will be subject to approval from the United States Food and Drug Administration (USFDA), whereas for Japan it will be shipped on April 21 once the inspector arrives and approves the batches.

Giving details, D M Sable, additional general manager, Export Cell Vapour Heat Treatment (VHT), Maharashtra State Agricultural Marketing Board (MSAMB), informed, “For this year, MSAMB has set the target of 1,200 metric tonne of mango irradiation for the US, 100 metric tonne for Japan, 300 metric tonne for Korea and also around 100 metric tonne for Australia. Alphonso, Kesar and Banganapalli are the varieties that would be exported.”

Explaining MSAMB’s role in streamlining exports of the fruit and the efforts taken by the board to keep ready all necessary requirements, Sable said, “We are ready with the facilities for inspection by the representative from USFDA or other countries’ officials for approval and to finetune with norms set by authorities that the consignments are free of pests and any other issues. MSAMB is set with registration and facilities like hot water treatment (HWT), irradiation and vapour heat treatment.”

Indian mango exports show a steady graph. In the past, the country has exported 52, 760.99 MT of fresh mangoes to the world for the worth of Rs 443.67  crore during the year 2016-17.

Meanwhile, offering insight into the export volume, Sandeep Mahajan, partner, Sam Solutions, Navi Mumbai, a leading supplier in mangoes, pomegranate and yellow maize (corn), said, “Last year's volume was 52,760.99 MT. However, this year it is expected to be less than last year because of Ockhi cyclone affecting the crop. As an exporter of mango, we export alphonso, kesar, badami, dussehri, lalbaug, rajapuri varieties and our biggest consumer is Oman.”

“In India, mango is cultivated on more than 2500,000 hectare area. Thailand, Mexico, Pakistan and Indonesia are the other competing major mango exporting countries. For the coming season, we are explicitly looking towards the European market. We want to broaden our horizon.  The UK, Germany, France and the Netherlands are interesting markets. The acceptance of multiple varieties is larger thanks to the large group of Asian immigrants. Besides, phytosanitary requirements are less strict and transport costs are a smaller factor in export to Europe than to the US.”
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