An Exhibition of Pakistani Mangoes was organised by the Commercial Wing of the Embassy of Pakistan, The Hague, The Netherlands with the support of Pakistan Horticulture Development & Export Company on Friday, July 02^nd, 2010 at Hotel van der Valk, Amsterdam Netherlands. Makhdoom Amin Fahim, Minister for Commerce, inaugurated the mango exhibition.

In the exhibition, there were 10 varieties of Pakistani mangoes on display and available for tasting. Besides a display of mangoes set up by the Commercial Wing of the Embassy, the major wholesalers/distributors of Pakistani mangoes based in the Netherlands showcased Pakistani mangoes in the exhibition. The trade visitors included the wholesalers, distributors, importers, retailers and chain stores dealing in fresh fruits and vegetables. Besides, the diplomatic corps, the dignitaries from the Dutch Government and the consumers especially from the Pakistani expatriate community visited the exhibition. 

A unique feature of the Exhibition was the display of Pakistani mango imported into Europe by Sea. Durranni Associates, an exporter of Pakistani mangoes, has made test shipments of mango to Europe by sea during the current year. The mangoes arriving by sea retained skin tightness, freshness and at semi ripeness stage with still 10-12 days of shelf life remaining. The buyers evinced great interest in the sea-shipped mangoes during the exhibition.

The Netherlands is the biggest distribution hub of fresh fruits and vegetables in Europe. Rotterdam is the largest seaport of Europe and a large number of major importing and distribution chains of fresh fruits and vegetables are headquartered in Rotterdam. 

Currently, Pakistani mangoes have an insignificant 0.2% share of the Dutch imports of mangoes. The major issues related to the import of mangoes in the Netherlands are: (a) high freight cost which forms 70-80% of the landed-duty-paid (LDP) price of the mango (b) non availability of cargo space in the airlines during the mango season (c) the low quality packaging which collapses during transit causing damage to the product (d) high perish-ability of the product which leads to degeneration of product in transit causing frequent trade disputes between the importer and exporter. 

Speaking on the occasion, The Commerce Minister said that the Ministry of Commerce attaches high priority to promotion of Pakistani mangoes in the European market and is working to remove the impediments faced by the fresh produce exports. The success of the mango shipment by sea is a big break-through for Pakistani mango exports to Europe. He appreciated the Pakistan Embassy and PHDEC for organising effective mango promotion campaign in The Netherlands.

Mr. Aizaz Ahmed Chaudhry, Ambassador of Pakistan, said that Pakistani mango is famous for its appealing colour, enticing aroma and delicious taste, but so far it is mainly consumed in the South Asian ethnic segment of the market. However, there is a growing demand and consumption of Pakistani mangoes in the mainstream market as well. The Commercial Wing of the Embassy has been implementing an aggressive marketing strategy to promote Pakistani mangoes in the mainstream market. The mango exhibition is being organised as an annual event in The Netherlands, with special emphasis on making it a trade event to provide a meeting platform for mango exporters from Pakistan and the importers in The Netherlands. We are working on strategy to develop the taste for Pakistani mangoes in the mainstream market. 

Muhammad Ashraf, Commercial Counselor, said that the objective of the mango promotion events in The Netherlands is to promote the Pakistani mangoes in the trade channels and to introduce Pakistani mangoes to the end consumers. With our consistent strategy during the last mango season, the exports of Pakistani mango to The Netherlands registered a 36% increase. We have a set a similar growth target for ourselves during the current year also.