Mango Brand
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Transcript of Mango Brand
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Farmgate to Retail: Mangoes
-India-Costa Rica
-Haiti
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India
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Introduction According to Food and Agriculture Organization (FAO)
Mango is one of the six major fruit crops in the world
India ranks firstin mango production in the world
India is the home to about 1,000 varieties of mango
However, only a few varieties are commercially cultivated
throughout India Most of the Indian mango varieties have specific eco
geographical requirements for optimum growth and yield North India: Dashehari, Langra, S.B. Chausa, Lucknow Safeda,
Ratol Gaurjeet, Bombay Green,Khasul Khas
South India: Neelum, Banglora, Mulgoa, Suvaranarekha,Banganpalli, Rumani, Raspuri, Badami
East India: Malda, Fazli, Himsagar, Kishenbhog, Gulabkhas,Jardalu
West India: Alphonso, Pairi, Malkurad, Kesar, Rajapuri, Jamadar
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Distribution Channel
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Inputs Nursery Growers
Plant material / rootstock are the first input and aprerequisite for Mango plants
Different private nurseries and Govt. Sector nurseries are
involved in producing mango plant materials/rootstocks
According to ICAR officials, the nurseryman has to obtain aLicense from the District Head Quarter (DHO) for Nursery
raising
All the states have now enacted the Nursery act. The
mother plants have to be acquired from the AgricultureUniversities or Govt. Nurseries and the mother plants and
grafts raised have to be labelled. The concerned Govt.
horticulture Officer inspects the nurseries and submits a
periodic inspection report
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Inputs Centre Institute for subtropical Horticulture/State Horticulture
Department
The government of India has central level and state level
Institutes that produce mango plant material
These also impart training to the farming community on
different technologies and production methods The CISH has released export quality red-peeled and regular
bearing varieties of Mango
The Institute has also developed standardized technology for
post-harvest handling, storage processing and value addition for
the horticulture crop in general and for Mango in particular
The CISH is also providing Call Centre facilities for the farmers in
the country
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Post - harvest Contractor (PHC)
The orchard owner leases out his orchard as per contract to thePHCs
Both the parties agree to abide by the terms and conditionsstipulated at the time of agreement (which is almost invariably oralin nature)
The PHCs visit the mango orchards just after the mango harvestingseason (during August/ September) to survey the orchards
On completion of the survey, the negotiation takes place betweenthe grower and contractor
These contractors also take up the works of required input
application to the leased orchards including plant protection toobtain optimum fruit yield
PHCs after harvesting mango sell it in the open market or toprocessing units
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Up Country Traders (UCTs)
Many traders from neighbouring states visit mango markets duringmango season
Eg. : Traders from Bangalore, Chennai, Mumbai, New Delhi, Kolkata,Nagpur, Jaipur, Ahmadabad and Hyderabad participate in mangotrading in Chittoor and Krishna districts
UCTs visit mango orchards during the months of January, Februaryand survey the orchards at flowering stage and estimate the outputfor the forthcoming harvesting season
Based upon the estimation, UCTs fixed the prices for the purchaseof mango production from the orchard owners
Unlike the PHCs, the UCTs do not undertake maintenance of thefarm
Under an informal agreement, UCT pays an advance (10-20 %) tothe orchard owners
The price is settled before the harvest and payment is made soonafter the completion of marketing
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Role of UCTs
UCTs obtain supply prospects of mango from the villageand supply to the terminal markets
UCTs acting as traders, also determine prices at the villagelevel and at the terminal markets(In fact, daily price
depends upon visit to number of UCTs in the village andmarket yard every day.)
Thus, influence of UCTs is more significant on prices thanthat of local trade Mango growers, mostly small andmarginal farmers are unaware of the final price of theirproduce, which they sell to the traders
UCTs facilitate selling of mangoes on the farm itself, smallfarmers who do not have their own transport are greatlybenefited. If UCTs purchase from the market, they engagein financial links with mandi owners (Traders)
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Village Trader (VT) / Commission Agent
(CA)
About 60 per cent of mango growers transact throughvillage trader/ commission agent (VT/CA) channel
VTs often provide advance to the farmer with thecondition that grower has to sell his produce to them
They resell mangoes to UCTs / retailers. But VT collects10 per cent of value of trade towards commissioncharges
If due to any unforeseen situation (pests, cyclones etc.)
the growers fail to settle the advance, the same getsadjusted from the next years sale proceeds
However, inadequate information of prices and lack ofweighing facilities are a few limitations of this channel
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Role of CA
The commission agents (CAs) are the most importantlink in the marketing of mango, controlling about two-thirds of the total markets
These CAs also act as grower-cum-trader and facilitatethe trade between the mango grower and UCTs
Purchasers generally pay 4 per cent of the turnover ascommission to the CAs
The CAs have their offices in mandis / market places.In majority of the cases, these agents arrange totransport mango pettis from the orchard to the marketplace
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Share of Different Marketing Channels
of Fresh Mangoes
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Marketing Channels and Price
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Distribution Channel
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Mango Supply Chain
in
Costa Rica
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Mango Producers
60%
35%
5%
ProducersArea
(in hectares)Composition
Channel
Characteristics
Small scale less than 5 ha 60%Producers associations
/ co-operatives
Med scale 5 ha20 ha 35%International trading
companies
Large scale more than 20 ha 5%Self, International
trading companies
Source: SEPSA 2011, Ministerio de Agricultura y Ganaderia
Costa Rica has
about 1950 mangoproducers as of
2011
Small scaleMedium scale
Large scale
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for Local Market
for Export Market
Route to Market
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Mango Producers Association
MPA is a Co-operative of mango producers in Costa Rica.
It is comprised of producers, elected by producers and represents theinterests of the mango producers.
Role of MPA
Maintain and enhance existing mango markets, both national and
international
Find and develop new markets
Represent producers in legislative and governmental affairs
Undertake research activities to improve agricultural produce
Extend financial aid to members
Negotiate with exporters/multi-nationals to ensure fair prices
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International Brokers
IB mostly include Freight forwarders
They provide expertise to SMEs for managing exports efficiently
Their services include:
Filing of export documentation
Shipping ( packing, crating, storing and delivery from dock to door)
Assistance with International Banking practices
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Haiti
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Mango Chain Analysis
The mango chain in southern Haiti has three types of producers.
1. The first type of producer has surfaces between two and 10 ha planted
with mango. They implement a moderate technological package using
planting distances, pruning, and other techniques. These producers aremostly exporters attempting to increase their own supply and are willing
to invest in the agricultural sector.
2. The second type of producer is associated and has less than two ha with
low to null use of agricultural inputs such as pesticides and fertilizers.
3. The third type of producer is non-associated and has less than two ha
with low to null use of agricultural inputs. Yields among smallholders are
between 5-10 dozen/tree/year and 70 -75 dozen/tree/year.
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Mango farmers
There are few large mango groves in the country, but farmer
producers own fewer than 10 mango trees spread across
various plots of land.
Due to inconsistencies in the Haitian land registry system,
some exporters prefer to strengthen relations with farmer
associations in order to achieve desired volumes of exports,
rather than attempt to establish their own mango nurseries .
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ASPVEFS (Association des Producteurs
et Vendeurs de Fruits du Sud)JMB
circuit ASPVEFS main role is to market mangoes from harvest to exporter.
The association buys mango directly from farmers.
ASPVEFS manages a standardized count (which comprises 13mango units) and tries to offer a constant price (20GDS/count).
Once a farmer makes an agreement with ASPVEFS to sell his
mangoes, ASPVEFS supplies its harvest team to carefully select ripemangoes, harvest them, organize them in plastic crates andtransport them to the conditioning center (where they wash andselect harvested mangoes).
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ASPVEFS has three main distribution channels:
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ASPVEFS
ASPVEFS classifies mangoes into two types: standardmango (for export) and second class mango.
Prices received for standard class mangoes are around 40
to 42 gourdes/dozen. Standard mango is sold to JMB, withwhich they have a long-term (over 10 years) relationship.
Presently, JMB is the only exporter buying mango from theassociation. ASPVEFS is recognized for their low percentage
of rejects (almost negligible) due to their strongpostharvest practices, however their volume is low (10,000dozen) compared to producers in the Plateau Central(about 1,000,000 dozens).
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ASPVEFS
Second class mangoes are mangoes that are inappropriate forinternational markets due to physical defects (bruises,malformations and spots).
These mangoes are marketed with ORE and used to produce dried
mango. ORE selects which mangoes are suitable for producing driedmangoes, but as per an agreement between ORE and ASPVEFS, OREtries to maximize the selection and thus rejects less than 20percent. Prices are around 38 to 40 gourdes/dozen.
Finally, mangoes that do not meet quality requirements forexporting or dry processing reach local markets through localretailers and a local mango ministore. Prices are around 35gourdes/dozen.
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Middlemen
They act as suppliers to mango exporters as some exporters do notmanage direct relationships with producers.
They buy based upon a predetermined count comprised of 15 to 18mangoes. They offer prices ranging between 25-30 gourdes per
count of acceptable mangoes.
They leave rejects at the farm and pay only for mangoes they take(almost 50 percent of potential harvest loss is due to this practice).
This supply scheme is common in regions where farmersassociations are not involved in commercialization or goodpostharvest practices.
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Madam Sarah
Madam Sarahs are the most common local market channel
distribution in Haiti.
These women act as retailers, selling the mangoes that are
inappropriate for the international market (whether for
quality or variety issues).
The main challenge they face is reducing losses due to waste
and other physical issues.
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Exporters
The 10 major mango exporters in Haiti are associated under
ANEM (Association Nationale des Exportateurs de Mangues).
The association collects service fees for USDA/APHIS (hot
water treatment).
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Thank You
Submitted By
Group 6
Anirudh Sarda
Jyoti Kumari
Kuldeep Kumar
Prerna Mehta
Shefali Sharma