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Outstanding contributions in development of Pakistan mango sector

Pakistan: Imtiaz Enterprises awarded by USAID

Middle East is the main traditional market for Imtiaz Enterprises and constitutes a major volume of the company's fresh fruits and vegetable exports. Located in the proximity of Pakistan with a huge Asian population, the Middle East market possesses a comparative advantage to us to increase volumes.

"We export onions and potatoes to the city wholesale markets, mango and mandarin being special fruits which are destined for importers, retailers and high end supermarkets in the Middle East. A short transit time of 3-4 days provides easy accessibility to us, therefore major volumes of our export consignments are destined to the Middle East region," explains Imtiaz Hussain.

UAE, a major tourist destination and the gateway to other Middle East countries is the main destination. Growth in international trade and the upcoming markets in the Middle East have resulted in a sharp growth in re-exports and transit trade for fruit and vegetables. Major consignments are supplied by road from UAE to the neighbouring retail and hypermarkets of other emirates states and countries like Saudi Arabia, Oman, Qatar, Kuwait and Bahrain which are strong markets for Imtiaz Enterprises. "As we have long been supplying to these markets all these countries have fully developed a taste for Pakistani fruits and vegetables", explains Imtiaz Hussain.
Imtiaz Enterprises' presence at the Fruit Logistica & Gulf Food 2012 has encouraged number of new business leads and customers from the Middle East region. "Currently we are supplying mandarin & fresh table potatoes to the UAE, Oman, Bahrain & Qatar markets. This season both products quality and volume remains high as expected," according to Imtiaz.

"We have gained the full confidence of our Middle East mango buyers, they are very satisfied with our brand IMTIAZ and the demand is increasing 15 to 20% every year. This year crop condition is good and expected to increase 10 to 12 percent due to favorable weather".

Pakistan mangoes have experienced tremendous development in recent years. Proper cultivation, modern post harvest techniques, packing, grading has led to continuous exports of this exotic summer fruit from Imtiaz Enterprises. the company's quality control department which provided assistance in planning according to the customer's requirements and market norms that result in better cultivation, picking, sorting, grading and improved packaging to ship the best quality fruits to the Middle East Asian, Far East Asian, European and Russian markets.

Pakistan can extend its mango season as new varieties of mango can ripen as early as late-April and will be available until October. As a patron member of Argo Food Research & Recourse Center Imtiaz Enterprises have suggested to officials a number of measures which need to be taken to meet the approaching global food safety challenges and to improve the present situation: training in food processing techniques, improvement of current infrastructure, movement of capital and the creation of a more conducive business environment generally in which small scale operations could flourish.

Imtiaz Enterprises has been recently awarded by USAID for outstanding contributions for the development of Pakistan’s mango sector for Reaching New Export Destinations Program at the Second Annual Mango Conference in Islamabad. The company exported mango trial sea shipments to the European Union and proved the concept of viable mango sea shipments to the European Union with a transit time of 22 days.

"Our successful mango shipments to the high-end mango markets translate into more revenue increase in income and a greater footprint in the economic vitality of our country. It will be our gateway for the sea shipments of mango to some new destinations e.g. Australia, Korea and China as we now have better understanding, modern methods and technologies and equipped with hands-on farm management practices," concludes Imtiaz.

For more information:
Imtiaz Hussain
Imtiaz Enterprises
Tel: +92-21-36870453
Fax: +92-21-34985942

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