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9th Annual Exhibition of Pakistani Mangoes, Rotterdam, The Netherlands

The 9th edition of the annual exhibition of Pakistani mangoes was organized by the Commercial Wing, Embassy of Pakistan, the Hague with the support of Pakistan Horticulture Development & Export Company (PHDEC) on July 4th at the Hotel Novotel Brainpark Rotterdam. A large number of trade visitors including the wholesalers, importers and retailers of fresh fruits and vegetables, besides the members of diplomatic corps, Dutch government functionaries and notables of Pakistani diaspora, participated in the event.

An annual exhibition of Pakistani mangoes is being organized regularly in the Netherlands since 2009. Though the mango events were organized earlier also, but inconsistently. Five mango events were held in the past. For the last four years, the Commercial Wing has been working on a comprehensive market penetration strategy for Pakistani mango in the Dutch market. An annual mango exhibition, as a B2B event, has been a vital part of the strategy to showcase multiple varieties of Pakistani mangoes for the Dutch importers.

In order to demonstrate regularity and consistency of the event to the buyers, the sequence number of the exhibition was pre-fixed to the title. The recent edition of the event was branded and marketed as the “9th Annual Exhibition of Pakistani Mangoes.” The 8th Annual Mango Exhibition was organized on 29nd July 2011 with TDAP’s support. Pakistan Horticulture Development & Export Company (PHDEC) supported the recent 9th annual exhibition.

The Netherlands is the second largest importer of mangoes in the world. Interestingly, the Netherlands is also the world’s second largest exporter of mangoes, with virtually no production of her own. It means that the Netherlands is the import-cum-reexport hub of mangoes in Europe. Rotterdam is the largest seaport of Europe and a large number of major importing and distribution companies of fresh fruits and vegetables are headquartered in the area around Rotterdam.

On the other hand, though Pakistan is the 6th largest producer of mangoes in the world, her share in the Dutch imports of approximately 1.42 million tonnes of mangoes is a meagre 0.2%. The mangoes from Brazil and Peru claim 47.6% and 25.1% share in the Dutch market respectively. Pakistani mango is widely recognized as having superior taste and aroma and is, therefore, sold in the Dutch market at higher price than the mangoes coming from majority of other sources. However, due to the short shelf life Pakistani mango has been highly perishable and has remained in the club of exotics. In the Netherlands, the consumption of Pakistani mangoes is currently concentrated in the ethnic (South Asian) segment of the market. However, the sale of Pakistani mango has been consistently growing in the Netherlands and the exotic fruit is gradually becoming popular with the mainstream consumer.

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