“With their golden yellow, blushing pink and pale green hues coloring markets by the cart-full, Pakistani mangoes are a source of national joy and pride. But bad luck - and poor logistics - are now threatening Pakistan's king of fruits,†Huma Yusuf wrote in the Latitude blog of The New York Times.
Pakistan is the fifth-largest producer and third-largest exporter of mangoes in the world. Last year the emergence of promising new markets in countries like Britain and United States brought cheer to the mango growers here. “Not only did the British retailer Asda start stocking Pakistani mangoes, but the first-ever shipment of Pakistani mangoes arrived in the United States in July 2011,†he wrote.
But Pakistan is likely to fall short of its export target this year. Part of the reason is “last year's monsoon and subsequent flooding,†which affected mango productivity, but it is also poor logistical planning , Mr. Yusuf explains.
Containers needed to ship mangoes are in short supply; Pakistan International Airlines does not appear to have the proper infrastructure to make shipments; international shipping companies have transported mangoes to the wrong destination or failed to secure the fruit against damage or theft en route; a cumbersome distribution system has caused Pakistan to lose out in the Asian mango market to China and India.
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