Mango exports switch marketing focus

Volumes decline in face of strong rand and competition
RAY SMUTS
THE FRESH mango is occupying an increasingly small space in South Africa’s fruit export basket. Apart from relatively low export volumes of
2 400 metric tons last year – only 3% of total volumes produced – compared with 17 000 metric tons in the 2002/03 season, the country’s mango focus has switched radically from exporting fresh product to juicing and drying operations. Derek Donkin, CEO of the newly constituted SA Subtropical Grower’s Association, representing the interests of mango, avocado, macadamia nuts and lychee sectors, told FTW last year’s decline in mango volumes was due to a strong rand, lower prices in Europe (a major market) and stiff competition from Peru, resulting in the majority of exports being consigned to the Middle East. “The mango industry has moved away from an export fresh fruit market focus to a lot of juice processing and drying. The trees are still in the ground, it is just that the marketing focus is different.” Approximately 40% of dried mango production is exported, mainly to Europe. Figures for the quantity of mango juice exported were not available at the time of writing. Donkin says there are possibilities for exporting mangoes to Asia but believes it will be a difficult market to penetrate as their cultivars are different and preferred to South African varieties. While not anticipating a strong push for mango exports this year (2007) in the event of the rand remaining strong, he says producers are keeping their options open.