Brand promotion exercise a runaway hit, says official
The King of fruit, mango, from the State has been on the international radar for many years now. Mango exports to various international destinations are picking up from the State. Till recently, only Benishan variety used to be exported. Of late, varieties such as Suvarna Rekha, Mallika and Alphonso are also being exported to countries like New Zealand, Brunei, Germany, China, South Korea, Russia, Canada and a few countries in West Asia.
According to information, the mangoes from the State are in high demand in the U.S., Europe, South East Asia, and West Asia. More than 1,000 metric tonnes of mangoes are exported from the State, fetching the State valuable foreign-exchange. Last year, the horticulture department exported ‘Panukulamanu,’ the less sweet mango variety, to Germany and received a good response. Also, ‘Suvarnareka’ mangoes are being exported to South Korea for two years and continued the same this year. Last year, 2.5 MT of Suvarnareka was exported to Germany.
Deputy Director (Horticulture) V.S. Dharmaja says, “The efforts to promote A.P. brand fruits on the global map are giving good results.” Last year, 1,471 MT of Beneshan, Alphonso were exported to various countries. Also, 82,500 MT of mango pulp of Bangolora and Alphonso varieties was exported for pulp industries in Algeria, Netherlands, Austria and West Asia, he says.
Mr. Dharmaja says that about 25 MT of Suvarnarekha and Totapuri were exported till date to South Korea this year. Beneshan was also despatched to destinations like Brunei, China, Canada etc. Hotha Pack House in West Godavari district got an order for about 250 MT this year.
The process would begin shortly. Panukulamanu and Suvarnarekha, which are famous in north Andhra, have been receiving a good response in the international market. The integrated pack houses are located at places like Tirupati, Vizianagaram and Nuzvid. The fruit to be exported is processed there. The vapour heat treatment(VHT), hot water treatment (WHT) and irradiation methods are used in the pack houses to meet the international standards. The farmers get 20% more income if their produce was exported to foreign countries compared to the domestic market, he adds.
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