Mango Marketing Research Articles

Market Chain Analysis of Agro-forestry Products: The Case of Fruit at Tembaro District, Kembata Tembaro Zone South Ethiopia

Ethiopia has a variety of fruit crops grown in different agro ecological Zones by small farmers, mainly as a source of income as well as food. The nature of the product on one hand and the lack of market system on the other hand have resulted in low producers’ price and hence low benefit by the producers. This study was carried out to analyse the market chain of agroforestry products such as mango, avocado and banana. Two kebeles were selected based on the presence of fruit production. Data was collected from 140 mango, banana and avocado producing households, 7 local collectors and 13 retailers through structured interview, focus group discussion, key informant interviews, market assessment as well as field observation. Structure, Conduct and Performance (SCP) approach was used to analyze avocado, banana and mango market also OLS (Multiple linear regression model) was used to analyzed factors that determine banana, mango and avocado market supply of the producers in the area. The market actors in the survey period were producers, rural assemblers, retailers, and consumers. Banana, mango and avocado market structure in the area shows the competitive nature. Among the different variables that were hypothesized as determining factors for volume of marketable supply the econometric result showed that price, access to extension service, distance, access to market information and quantity produced for mango and avocado were significant whereas active family size, distance, quantity produced, access to market information, and price for banana were significant. For each fruit types there are four marketing channels. Among the channels the producer-retailer-consumer channel was identified as the first important marketing channel in terms of volumes of each fruits transacted while the producer-local collector-consumer channel was identified as the least marketing channel in terms of volumes of each fruits transacted. Fruit trading in the study area is considered as a low profile activity mainly handled by female traders. There is a tradition that trading fruits in the study area is not by male. So, it is strongly recommended that stockholders will give awareness creation for the society in order to minimize such kind of tradition from the society and to encourage male fruit traders in the study area.

Production and Marketing of Mangoes in India: An Analysis of Growth and Performance

Indian Mango is the reigning king among Indian Fruits. India is the world's biggest mango producer, accounting for about 45 per cent of global production. India exports mango to over 50 countries worldwide. Total export of mangoes from India is 59.22 thousand tonnes, valuing Rs. 162.92 crore during 2010–11. India exports mango to over 40 countries worldwide. The study is based on the secondary sources of information. The data on area, production, productivityand volume of trade on exchanges for a period of twenty years from 1991 to 2011 was compiled from APEDA. The results indicates annual increase in mango production was highest in Uttar Pradesh with a yearly increment of 91197 million tonnes. The country experienced a yearly increment of 28572 million tonnes in mango production and this increment was fairly explained by the time variable (R2 value 0.79) during the study period. The productivity of mango was noticed to increase only in the states of Karnataka, UttarPradesh and Kerala. Indian mango exports to countries such as UAE, Bangladesh, UK, Nepal, Singapore and Malaysia grew in a positive direction, whereas Saudi Arabia, Kuwait, Bahrain and Qatar depicted a negative growth over the years in mango exports from India.

Effectiveness of a “Whole of Chain” Approach in Linking Farmers to Market: A Case of Pakistan Mango Market

Mango is the second major fruit crop in Pakistan. The domestic retail market for mango in Pakistan is dominated by small retail shops, street hawkers, and road side stalls. The fruit sold in these retail outlets is prescribed by the traditional quality standards of size, appearance and price. However the growth of superior outlets/supermarkets chain especially in the major cities are setting additional quality standards such as blemish free, improved packaging, prestige, convenience to deliver premium quality mangoes. Similarly the export market is mainly targeted to the expatriate Pakistani consumers rather than quality conscious foreign consumers. This is because of inadequate market information and understanding all along the chain. A whole of chain approach is undertaken to improve the market understanding in an ACIAR project. Since the approach is new, a conceptual framework is developed in order to asses the effectiveness of the approach. The results indicate that the participants all along the chain would change their practices if they find the compelling reason to change in their existing businesses.

SCREENING AND BREEDING FOR GENETIC RESISTANCE TO ANTHRACNOSE IN MANGO

Postharvest diseases remain a significant constraint to the transport, storage and marketing of mangoes. The two main ones are anthracnose and stem end rot. Anthracnose caused by Colletotrichum gloeosporioides is the more wide-spread of the two. Varieties within Mangifera indica are known to vary in their level of reactions to anthracnose; however, the best tolerance in current commercial cultivars is not sufficient to eliminate the need for pre- and postharvest fungicides treatments. A screening program was initiated in mango accessions in the Australian National Mango Genebank to look for any significant resistance to C. gloeosporioides in fruit as they ripened. Screening was conducted by rating reactions to natural infection of anthracnose and reactions to artificially inoculating fruit with virulent isolates of C. gloeosporioides. A range of reactions to the pathogen were identified, with strong resistance found in one accession of the species M. laurina. This accession was used as the pollen parent in a controlled crossing program with a M. indica hybrid from the Australian Mango Breeding Program (AMBP). Sixty successful hybrids between the species have been generated. The hybrid population will be screened for resistance to anthracnose and used for gene discovery investigations to identify markers for anthracnose resistance.

INTRA-EUROPEAN MANGO TRADE BUSINESS: FACTS FROM FIGURES

While mango is one of the world most consumed fruits, at 35 million tonnes, mango trade is very limited, accounting for only about 2.5% of the total mango production worldwide. The two main importers are the United States of America (USA) and the European Union (EU), the latter importing some 25% of all mangos traded in the world, with a clear increasing trend. The European mango market has evolved from the trade of small amounts of fruit exported from former European colonies (postcolonial trade) in the 1970s to the current import-re-export market, trading more than 230 thousands tonnes, with a high component of business between European countries. This paper analyses the mango trade flows inside the European Union, emphasizing the case of Holland, which imports one half of the mango imported for the whole EU, then re-exporting more than 60% of the imports to neighboring countries, at an increased price with respect to the import-price paid. The main intra-European mango channels are identified. Some conclusions have been drawn in this respect.

Beyond the supply chains of technology and commodity

Purpose – Despite favourable agro-ecological conditions and being the largest international mango producer, India still struggles to build competence in sustainable mango production and post-harvest. The purpose of this paper is to contribute to the literature on innovation capacity development, and to explore aspects of innovation systems ideas in the analysis of mango production and marketing by small-scale farmers in the South Indian state of Andhra Pradesh. Design/methodology/approach – This paper uses case study research methods to an analysis of the sector ' s recent history combined with an empirical account of systems thinking on integrating technology supply chains and commodity supply chains. Findings – Findings suggest that the case of mango production and post-harvest in the Krishna district is a dismal one and the remedial actions to strengthen mango innovation systems in the district relate to aspects of capacity development to promote upward spiral of learning and innovation, and involve mu...

Social capital and mango marketing in Odo-oba and Fiditi markets of Oyo state, Nigeria

This study evaluated the role of social capital in marketing of mango fruits in order to improve the marketing services and efficiency of the marketers in Oyo State, Nigeria. Primary data for the study were collected using structured questionnaire. Descriptive statistics and least square regression were used to analyze associated data. Result of the analyses showed farmers\' cooperative as a prominent form of social capital in mango marketing in the study area. Farmers cooperative and other forms of social capital identified (e.g. marketing cooperative) improved the marketing efficiency of the marketers through organized marketers and establishment of privately owned storage facilities. The ordinary least square regression model revealed that three major types of social capital, namely, marketing cooperative; religious organization and social organization affect the selling prince of mango in the study area. In addition, the cost of purchase, storage cost, labour cost, level of education and marketing experience also constitute additional factors that influence the selling price of mango in the study area. Keywords : Social Capital, mango marketing and Ordinary Least Square Regression Analysis. Bowen Journal of Agriculture Vol. 5 (1&2) 2008: pp. 14-19

EMERGING STRUCTURES OF FARMER COOPERATIVES IN VIETNAM: CASE STUDIES FROM THE MEKONG DELTA

Four farmer groups for mango production and marketing were formed in 2002 in southern Vietnam in response to government support for the creation of market oriented farmer cooperatives. The role and structure of these groups is considered in terms of the degree to which they conform to internationally recognised principles for cooperative formation. Each of the farmer groups studied has evolved in different ways and their degree of compliance with the principles of cooperation varies widely. It is evident that state intervention and market forces may give rise to cooperative structures that differ from that intended under the principles surrounding cooperative law.

Supply Chain Analysis of Mango Fruit: Orchard to Processing & Export Markets Value Chain Management in Sindh Market

Mango is one of the most demanded fruits of the world. Its worldwide trading is increasing, especially in the US and European markets who pay a high price but demand a better quality and higher standards. While the Pakistani mango production is increasing, the export stands at a negligible 4.5% and that too to the low paying markets of Gulf states specially Dubai. This paper explores why Pakistani mangoes fail to be exported to high paying markets. The focus of this research is the application of Michael Porter’s Value Chain Model to analyze the value chain mechanism from the production to end consumption of mangoes. Out of the five value chain components, two components, Operations and Outbound logistics, have nbeen analyzed through quantitative research techniques and the rest through qualitative. Action research methodology was adopted to develop this case study. Results of this research show that the weak value chain mechanism that exists in Pakistan has hindered in meeting international mango demand. Recommendations have been made to improve the value chain mechanism that may assist Pakistani producers and marketers to meet the quality standards and play a more forceful role in the mango market in the US and Europe.

Resistance of Immature Mango Fruits to Caribbean Fruit Fly (Diptera: Tephritidae)

Both mature and immature mangoes, Mangifera indica L., grown in subtropical Florida are marketed. Food use of immature mangoes includes being cooked for sauce, powdered for a flavoring agent, pickled, and processed into chutney. Immature mangoes are distinguished from mature mangoes in that they do not ripen after harvest (Reid 1992). Immature mangoes have a whitish flesh, lack juiciness, and have a sour flavor, while mature mangoes have yellow flesh, are juicy, and have a sweet flavor. Mango has been listed as a host of Caribbean fruit fly,Anastrepha suspensa (Loew) (Norrbom & Kim 1988). California, where the largest immature mango market is, maintains a Caribbean fruit fly quarantine on both mature and immature imported mangoes. Mangoes can only be shipped from Florida to California if they have undergone an acceptable postharvest treatment that disinfests them of fruit flies. To our knowledge, there have been no studies to determine to what extent immature mangoes may represent a lower risk for fruit fly infestation than mature mangoes. Peina & Moyhuddin (1997) reviewed mature mango fruit resistance toAnastrepha obliqua (Macquart) and infestability differences among cultivars were suggested to be caused by differences in toxic chemicals, nutrients, or resin ducts. Hennessey & Schnell (1995) determined that for mature fruit, some genotypes are more resistant to Caribbean fruit fly than others. They also suggested highly resistant germplasm accessions could be employed in breeding efforts and integrated pest management systems for control of Caribbean fruit flies. The present investigations were conducted to determine if some germplasm accessions in the immature state were more resistant to Caribbean fruit fly than others. Fruits used in the experiments were from the USDA National Clonal Germplasm Repository at the Subtropical Horticulture Research Station in Miami, FL, where over 150 Mangifera accessions are maintained. The accessions comprise a valuable source of genetic diversity utilized by breeders and researchers from all over the world. Fruits from 18 M. indica accessions (individual trees) were selected based on availability and inclusion in a previous study of mature mangoes (Table 1). Immature mangoes were available from March 21 to June 23, 1996. Tree cultivation practices included fertilization, pruning, and chemical weed control. No insecticides were applied during testing and for at least four months prior to testing. The methods for rearing flies, determining mango maturity, and bioassaying of fruits were previously described in detail (Hennessey & Schnell 1995). Flies were reared on an agar-based diet (Hennessey 1994) which was used as the control in the present study. Stage of maturity of the mangoes was determined for each accession and harvest date by holding 5-10 fruits in the laboratory and observing flesh color, juiciness, and flavor after 5-8 days. Each accession was bioassayed on three dates: early (March-April), middle (May), and late (June) immature period (Table 1). Slices, including peel, from five fruits per accession were bioassayed for each date. Ten mature Caribbean fruit fly eggs were inoculated on each fruit slice and corresponding agar control portions. The corrected mean percentage adult emergence was the criterion used to evaluate resistance. This value was obtained by dividing the percentage of eggs reaching adulthood from each slice by the mean percentage reaching adulthood from five agar controls of the same date. The experiment was completely randomized. Corrected mean percentage adult emergence data from the three harvest dates combined (n = 15) were analyzed with PROC ANOVA and compared among cultivars with the LSD test (SAS Institute 1992). The corrected mean percentage of emergence of adult flies from mangoes varied from 0.0% for 'Saigon Seedling' M13269 to 35.7% for'Keitt' (Table 1). The most resistant group included 15 cultivars that supported less than 28.9% emergence. Hennessey & Schnell (1995) observed that the corrected mean percentage emergence varied from 26.6% for mature 'Tobago Small Red' to 119.0%/c (a higher emergence rate than the control) for mature 'Sabre'. In that study, the group that contained the most resistant cultivar (P = 0.10) consisted of 'Peach', 'Irwin', 'Tommy Atkins', 'Rumani', 'Turpentine', 'Keitt', '13-l', 'Sandersha', 'Zilate', and 'Tobago Small Red' (Table 1). Mature mangoes served as a better substrate for development than did immature mangoes of the same cultivar. Over all cultivars, immature mangoes supported from 2-59% of the emergence compared with mature fruits of the same cultivars did. This could be interpreted to mean that, within cultivars, most immature man-

Case Studies of Corruption in Agricultural Markets in Sindh Province, Pakistan, and Implications for Market Liberalization

ABSTRACT Based on separate surveys of the mango and wheat marketing systems in Sindh, this paper documents examples of corruption in agricultural markets and assesses their relevance to the case for greater market liberalization. In developing economies perceptions of the performance of marketing systems and the potential benefits of liberalization are often clouded by the extent of corruption, which tends to reinforce popular negative stereotypes of private market intermediaries. Available evidence favours further market liberalization, but investigation of corruption reveals that the sequencing of reform and balance of residual regulation by the state must be carefully evaluated.

Mango marketing system in selected areas of Bangladesh

This study was carried out to identify the most efficient and suitable marketing channels of mango in some selected areas of Bangladesh by using primary data collected randomly from 90 farmers and 55 traders. Out of 55 traders, 15 were Bairals, 15 were Beparis. 9 Aratdar (local), 6 Aratdar (urban), 10 Retailers (both local and urban). According to the volume of mango handled and longevity or participation of the intermediaries in the channel, five major channels were identified as dominant in the study areas. The channel Farmer Bairal- Bepari-Aratdar (Dhaka)-Retailer (Dhaka)-Consumer ranked first. The results showed that channel V, Farmer-Retailer Consumer, possesses the highest marketing efficiency followed by channel IV, III, and II. The performance indicators revealed that the channel I and channel II were not relatively efficient in the mango producing regions. Unstable price of mango was the first rank problem in the study area. Establishment of mango processing plant in the intensive growing areas may be the remedy of the problem, which will ensure fair prices for the farmer. Key Words: Mango marketing, channels, problem. doi:10.3329/bjar.v33i3.1602 Bangladesh J. Agril. Res. 33(3) : 427-438, September 2008

An Economic Survey of the Production and Marketing of Mangoes in Visakhapatnam District

Mango is eaten in forms, various from the fruitlet to the finished product, the points in its favour being its availa- bility in seasons, an appetizing flavour, pleasing bouquet, luscious bulk and a high dietetic value as a source of vitamins. Yet its production is not commensurate with the demand and its importance and there seem to be no marked improvements in cultural practices and marketing methods. The existence of pre-harvest contractors in the place of growers, numerous intermediaries in marketing, imperfect merchandising, absence of market associations and the trade's dependence on external demand are the major pro- blems that require consideration. Further, the low production from mango orchards in recent years points to lack of sufficient interest on the part of the growers.