PFID News

INDIA UPDATE: MANGO MARKET DEVELOPMENT

PFID-F&V India has continued to forge and strengthen public and private partnerships to the point that, now, just over one year from project start-up, notable results are beginning to show in the form on increasing contributions from partnership members. 

Dr. Thiagarajan, MSU/PFID-F&V, together with our two India-based coordinators, recently met with the Agricultural Product Export Development Authority (APEDA) as well as the Federation of Indian Chambers of Commerce (FICCI) and the National Institute of Marketing Boards (NIAM) to follow up on each of their commitments to promote the Indian Mango Industry.  During this visit, both the Maharashtra State Horticulture Mission and the National Horticulture Missions’ approvals were secured to begin the critical selection of 100 GAP demonstration farms, identification of trainers to participate in train-the-trainer courses and program implementation, as well as the initial survey and audits of the nucleus demonstration farms in Maharashtra.  

In addition, a proposal is being prepared and submitted to APEDA to a) support employment of agri-officers to supervise, inspect and monitor the 100  demonstration farms, b) to support controlled atmosphere trials of mango for both domestic and export market purposes, c) to support training of extension agents from four key mango growing states in India to replicate mango demonstration model farms in these states, d) to support GAP certification costs for a sub-set of mango producers, and e) to support the interface of project marketing activities with companies such as ITC, Reliance, ShopRite, and Metro to provide market access for these demonstration farms ;

Presently, the India team is also engaged in discussion with ITC to cosponsor a packaging conference on innovations for both fresh and processed mango industries.  The goals of this packaging conference are to expose domestic producers, processors and retailers to modern food packaging solutions, and to strength market linkages among mango producers and processors with India-based supermarkets as well as key players in the export market.  Other opportunities to explore with groups like ITC, ShopRite and similar partners are establishment of a direct contract program which would include promotion, direct shipment from packing houses to stores, proper packaging, and early contracting.

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