October 24, 2012
Reposted from The News International
LAHORE: In a meeting at the Pakistan Horticulture Development and Export Company (PHDEC) head office, the PHDEC claimed to have accelerated efforts to set up a Vapour Heat Treatment (VHT) Plant before the next mango season. In its efforts to tap into the higher end Japanese market, Pakistan has reportedly sent mangoes to Japan on a trial basis. On the initiative of the Ministry of Commerce, the Japan International Cooperation Agency (JICA) is likely to help in setting up a VHT plant in Pakistan.
According to Yuji Aoki, Japanese consultant, the plant, which is worth Rs170 million, can be installed in Pakistan before the next mango season. Aoki said that the Pakistani mango was liked by the Japanese people for its sweet taste but there was need to develop certain infrastructure facilities to ensure standardisation at the production, packaging and processing level to meet the requirements of the Japanese market. In Japan mangoes are sold in pieces at a comparatively higher price, approximately four times greater, than the price Pakistani mangoes fetch in traditional markets.
Akram Khalid, Senior General Manager Coordination, PHDEC, chaired the meeting. “The PHDEC will network with stakeholders to get feedback and to assess the viability of this costly initiative,” he said.
“A comprehensive marketing campaign can be organised in Japan with the collaboration of the commercial section of the Pakistan Embassy in Japan,” said Senior Manager PHDEC Nudrat H. Khan. Senior Manager Sarfraz H. Iqbal apprised Aoki of the projects and services of PHDEC.
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