Karachi-based mango exporter Imtiaz Enterprises shipped Pakistan’s first ever mango consignments by sea to Malaysia this season, reports the company’s managing director Imtiaz Hussain.
This development coincided with a concerted Pakistani mango promotional push at retail level in Malaysia, which included advertising, in-store displays and sampling, he told Fruitnet.com.
The company’s rigorous campaign has resulted in a significant rise in Imtiaz’s mango export volumes to that market – and in particular to the supermarket sector, and a similar venture could be replicated in other South East Asian countries.
“For the first time our company’s mangoes were present at Giant Hypermarket, TMC Supermarket, Cold Storage, Mid Valley & Kelana Jaya and Mydin,” Hussain said. “Extensive media advertisement and sampling helped us to develop sustainable links for our mango brand with Jusco, Tesco and Carrefour groups in Malaysia.
“We consider this successful campaign as a gateway for us to the Far East Asian markets like Singapore, Vietnam, Korea, Indonesia, Philippines Hong Kong and China.”
Imtiaz Enterprises’ mango export success this season in Malaysia is thanks to its production and quality controls, Hussain explained.
“Greater awareness of SPS (Sanitary & Phytosanitary) regimes –such as quarantines and food safety laws – in Malaysia are the key contributors towards achieving higher exports,” he said. “All the mango farms involved in the export programme were registered a year earlier and regular monitoring was conducted by the R&D team. Our company is confident it will achieve IFS certification by the end of this year.”
Hussain concluded that Pakistan’s mango season has progressed adequately this year. “The weather also remained kind through the season,” he said.
