Pakistan promoting mangoes in Malaysia
Pakistan has successfully organised Kinnow Festival and Biryani Festival in Kuala Lumpur in February and April 2015, respectively and now the Pakistan High Commission in Kuala Lumpur planning to organise a "Mango Festival" in June 2015 to brand Pakistan mango in the Malaysian market and ride the wave of buying spree preceding the month of Ramadan and Eidul Fitr to push its sales in the hypermarket.
Pakistan is already exporting Mango to Malaysia and presently some 100-150 tons is being exported to there as against demand of some 500 tons. Mango festival in Kuala Lumpur has multiple benefits for Pakistan exporters as it will not only promote among Malaysian market, but foreign tourists will also taste Pakistani mango and ultimately will promote Pakistani mango in their respective countries. Experts believed that Pakistan can enhance mango export by 20-25 in next two to three years by value-addition and proper marketing strategy.
According to a letter written by Pakistan High Commission in Kuala Lumpur to S. M. Muneer, CE TDAP, they are planning a nation-wide campaign for mango promotion that covering 10 major supermarket chains in the country with 400 retail outlets in the Northern, Central and Southern regions of Peninsular Malaysia including major cities of Sabah.
The promotion will run from June to August 2015. Since the month of Ramadan is starting from 18th June, we will be able to capitalise on the strong demand before and during the month. The main objective of mango festival is to present mango as another gift item alongside dates with premium packaging which will resonate with Malay consumers.
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