The Trade Development Authority of Pakistan (TDAP)in collaboration withthe European Union (EU) funded Trade Related Technical Assistance Programme (TRTA II) has launched a campaign in Malaysia in order to promote Pakistani mangoes as exotic fruit. With almost two million tons cultivated every year, Pakistan is the sixth largest producer of mangoes in the world. The mango season in Pakistan runs from May to September.
Themed as the Pakistan King of Mangoes Festival, the month-long promotioninvolves over 30 supermarkets in the Klang Valley and Penang. Many of the supermarkets are well-known names with stores nationwide, such as Village Grocer, Econsave, AEON, Giant, Mydin, Tesco, Jaya Grocer and Cold Storage.
Advertising displays have been set up at these supermarkets to promote the mangoes from Pakistan. At selected stores, there will be sampling booths manned by promoters to give Malaysians a taste of just why mangoesare known as the king of fruit. In addition to providing samples, the promoters willeducateconsumerson the unique attributes of Pakistani mangoes, in particular the rich aroma and distinct flavour.
The objective of this promotional campaignis to graduate the public perception of the Pakistani mangoes from a quality product to a quality brand. By branding it, Pakistani mangoes will increase in market demand and value.
The campaign started with the Pakistan King of Mangoes Festival being launchedin Kuala Lumpurat the Sunway Giza Mall on August 1st. It was officiated by the Pakistan High Commissioner to Malaysia, Syed Hassan Raza, with representation of Salman Jokhio of TDAP and Kit Chan from TRTA II programme.
Stating that the mangoes would be sold at competitive prices, Syed Hassan Raza said that the strategic approach isto raise awareness of the unique attributes of Pakistani mangoes among Malaysians, and to make the fruitwidely available at mainstream supermarkets.
“For the past two years, we have introduced different types of mangoes – Sindhri and Chaunsa – to Malaysian consumers. If we are able to bring all the varieties to Malaysia, I’m sure we can easily export 10,000 to 15,000 tons here, which are huge numbers,” he said.
Previously, Pakistani mangoes were brought into the country by wholesale market distributors.Individual entrepreneurs with relatives in Pakistan would also bring in the fruit, placing a couple of boxes near the cash counters of their South Asian restaurants and eateries.
With a concerted strategic approach provided by the TRTA II programme, TDAP is confident that Malaysians will soon be looking forward every May to September for the arrival of the king of fruits.