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8/12/2019 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

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