Pakistan Horticulture Development and Export Company (PHDEC) has set a target for exporting 300,000 metric tonnes of kinnow during the year 2010-11 as against the exports of around 250,000 metric tonnes registered during the last year. The export target of kinnow was set during a meeting with the exporters and other stakeholders at a meeting arranged at Bhalwal by the company.
Pakistan produced 2.1 million tonnes of citrus last year whereas crop for the ensuing season is estimated to be 10-15 percent less, though the fruit size is expected to be bigger and crop healthier. Crop condition is good due to favourable weather and decline of 10 to 15 percent as compared to last year would be offset by the good quality of the fruit, hoped Kashif Niazi, Manager Marketing PHDEC while talking to Business Recorder here Thursday.
Pakistan exports Kinnow in large quantity and last year`s main markets were Russia, Iran, UAE, Ukraine and Saudi Arabia while it was also exported to the Philippines, the Netherlands, Kuwait, Indonesia and CIS countries through Afghanistan. PHDEC initiatives and interventions have developed the Kinnow export as an industry and currently Pakistan has more than 200 certified processing units with HACCP, Global GAP, and BRC along with ISO22000 certifications.
PHDEC has chalked out a comprehensive plan for marketing of Kinnow during the ensuing season in Malaysia, East Europe, Ukraine, and UAE where Pakistani kinnow has developed recognition for its unique taste and aroma. He said that Malaysia is a big market for Pakistani Kinnow and PHDEC has planned to send a delegation of leading kinnow exporters to Malaysia in Dec10/Jan11.
With PHDEC initiatives Pakistani Kinnow have got recognition in Eastern Europe, Poland, Czech Republic, Austria and Latvia and Lithuania could also be a good market. South Africa can be touched as a test market as there exist no significant trade of horticulture commodities with South Africa, he added.
Similarly, after Russia, Ukraine has emerged as a lucrative market for Pakistani Kinnow, PHDEC has planned to send a delegation to Ukraine and Russia. Though Pakistan exports a large quantity to Iran and UAE, Pakistani kinnow is yet to touch the higher-end market in these countries. PHDEC has planned a delegation to Iran and UAE in February 2011 to target retail sector and higher end markets. Pakistan exports great volume of kinnow through sea and land route to different destinations.
Iran and UAE are two major markets for Pakistani Kinnow but land route to Iran posed many threats for Pakistani exporters like revision of duty assessment, issuance of import permits with condition that only reefer containers will be entertained at Taftan border and these were resolved amicably through PHDEC interventions. PHDEC has initiated pre-season, mid season and post season meetings with kinnow exporters to share knowledge and resolve issues faced by exporters in different countries, Niazi concluded.