Common produce are dates, yam, potatoes, onions and
vegetables. Others are floral products, tomatoes, grapes, and mango.
Mango is a commercially viable, highly sort after fruit. Mango exporters should target high price end
markets.
Things to consider as an exporter are pre-harvesting,
infrastructure, regulatory policy and marketing. The pre-harvest covers
certified product, farming technology and crop economics.
The infrastructure concerns logistics, business plan and
trade policy. Commodity exporters are bound by trade policy/regulations, pre-shipment
inspection including quality standardization.
Marketing involves finding new markets, branding, and
attracting foreign investment. You might need to establish an overseas office
to carry out effective marketing.
Why
Mangoes
Agricultural exports account for billions of dollars of
sales worldwide. Agricultural crops are a major contributor to the GDP of most
countries. Fruits and vegetable farming is a major employer of labor especially
in developing countries.
Mango is a tropical fruit that has high economic value
due to its many applications. The delicious fruit is seasonal and a single tree
can produce hundreds of fruits each year.
Mango
Derivatives
Mangoes have huge commercial value because of its different
applications. Mangoes can be eaten raw, boiled, juiced or introduced in fruit salad.
More products obtainable from processed mango are canned
fruit, mango pulp, nectar, fruit sauce and glazing. Other derivatives include
yogurt flavoring, ice cream flavor, dried sliced mangoes and the popular mango
juice.
- Canned fruit
- Mango pulp
- Nectar
- Fruit sauce
- Glazing
- Yogurt flavoring
- Ice cream flavor
- Dried sliced mangoes
- Mango juice.
Top
10 Mango Exporting Countries
The top ten mango exporting countries are Brazil, India,
Mexico and Peru. Others are Haiti, France Guatemala, Pakistan, Netherlands and
Philippines.
Mexico, Philippines, Pakistan, Brazil and India account
for over 75% of mango exports. There are other countries that export mangoes
such as Malaysia, USA, United Kingdom and European Union.
Export
Countries
- Brazil
- India
- Mexico
- Peru
- Haiti
- France
- Guatemala
- Pakistan
- Netherlands
- Philippines
- Malaysia
- USA
Mango
Production
Over the years there has been a significant increase in
mango production worldwide. The fruit comes in various verity, shapes, taste
and sizes.
Exporters should concentrate varieties popular to the
export destination. You need to take into account that maturity and harvesting
period differs in each country.
Top verity of mangoes include Pico, Kent (South Africa) ,
Julie (West Indies), and Carabao (Kenya). Others are Amelie, Tommy Atkins
(Mexico), Alphonso (India) and Chaunsa.
Types
of Mangoes
- Pico
- Kent (South Africa)
- Julie (West Indies)
- Carabao (Kenya)
- Amelie
- Tommy Atkins (Mexico)
- Alphonso (India)
- Chaunsa.
Marketing
Mangoes
There are 3 marketing options open to investors. They
could play in the domestic market, process the fruit or export the product. Selling
to the domestic market involves picking the fruit, grading, packaging and
transports to wholesaler or retailer.
The export marketing goes similar channels such as picking,
grading, packaging and transport. You then collect he product from wholesaler
and re-grade, repackage, store and transport.
The mode for transportation is via air or sea. The
exporter could also process the fruit according to customer’s specification.
Processing is done by washing the fruit, waxing, grading, cooling, storage and
later transportation. The cargo is then shipped according to importers
requirements. Top sales outlets for mango merchants
Farmers, wholesalers, retailers and exporters have many
options when it comes to sales. Sales outlets include street vendors,
supermarkets, restaurants and food processors. More are grocery stores, malls,
fruit juice producers and residential homes.
Pricing
There is a huge difference in mango prices based on size
and specie. This is usually based on quality, size and farming technique.
Things that impact price are transit period, damage and
packaging. Internationally accepted size of mangoes should weigh between 400grams
- 600grams. The pulp to seed ratio is also a determinant.
Export
Challenges
There are a few things that impacts negatively on export
markets. Increase in freight charges, unavailability of containers, hidden
charges and transit offloading. Others include blemished mango, small size,
poor storage facility and packaging.
- Increase in freight charges
- unavailability of containers
- hidden charges
- transit offloading
- blemished mango
- small size
- poor storage facility
- packaging
Licensing
and Registration
Register your business as a limited liability company. Then
insure your goods and obtain tax identification number.
Certification includes grading and quality control,
pre-shipment inspection and full compliance to international provisions. Label the
packaging with detailed information on type of fruit, weight and date of
packaging.
Pre-shipment inspection is important if you want to
maintain quality and avoid export rejection. Minimum quality parameters are
acidity of 0.45%, total sugars 13% and TSS 15%.
Other provisions have to do with uniformity, packaging,
post harvest treatment and identification. Others are nature of produce,
origin, commercial specifications and quality certification.
Product
Certification
- Uniformity
- Packaging
- Post harvest treatment
- Identification
- Nature of produce
- Origin
- Commercial specifications
- Quality certification.
- Pre-Shipment Hygiene
Grades
and Quality Standards
Grades and quality standards define the provisions
acceptable in the export market. The mangoes are divided into 3 classes
according to the quality.
We have extra class mangoes with superior quality, glass
grade 1 good quality and class grade 2. The fruit should be whole, firm, clean
and fresh.
Other requirements are no-black stains, bruising,
abnormal moisture or foreign smell. The produce should be free from pesticides,
foreign matter, rot or trails. The fruit should show satisfactory ripeness and
withstand handling and transportation rigors.
Business Plan
Write a mango export business plan and carry out a
feasibility study. The business plan should contain the under listed.
- Business overview
- Executive summary
- Product overview
- Mission statement
- Vision statement
- Business structure
- Management
- Marketing
- Funding
- Sales forecast
- Pricing and payment
- SWOT Analysis
- Profit/Loss accounting
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