Saudi Arabia Can Become Pakistan’s Largest  Mango Market… But Why Are We Missing the Opportunity?

It is difficult to understand why some of our government institutions continue to display such a
slow and unorganized approach when it comes to promoting Pakistan’s good name abroad. This
criticism is not directed at every ministry; rather, it is specifically aimed at Pakistan’s Ministry of
Commerce, whose primary responsibility is to introduce Pakistani products to international
markets and create export opportunities.
Billions of rupees collected from taxpayers are spent on these institutions. They maintain
commercial offices and officials overseas, whose salaries and expenses are paid from public
funds. Those who fail to fulfill their responsibilities deserve criticism, while those who work
sincerely despite difficult circumstances deserve appreciation.
Take Pakistan’s king of fruits—the mango—as an example. Pakistani mangoes are among the
most popular fruits in Saudi Arabia, enjoyed by both the local Saudi population and millions of
expatriate residents. Yet, despite this enormous potential, the Ministry of Commerce has shown
little urgency in promoting Pakistani mangoes at the governmental level.
Like many other government departments, unnecessary expenditures continue, but systematic
international marketing of Pakistan’s premium mango varieties during the peak export season of
June, July, and August remains largely absent.
This year, promotional events were organized in Jeddah, Riyadh, and reportedly Dammam by
renting small spaces inside supermarkets under the title of a “testing event.” According to
available information, these events were financed not by the Government of Pakistan but by
members of the Pakistani community—perhaps because the Ministry of Commerce lacked
sufficient funds to promote Pakistani products internationally.
Holding exhibitions inside supermarkets, without the presence of senior Saudi government
officials, major importers, business leaders, or decision-makers, offers very limited commercial
value. The Pakistani community alone cannot significantly increase exports. Overseas Pakistanis
will naturally continue buying products from their homeland, even at higher prices. Real growth
comes when large Saudi importers, retailers, distributors, and investors participate. Expecting
major business deals while displaying mangoes alongside ordinary grocery items such as flour,
onions, and lentils is unrealistic.
Publishing headlines after such events claiming that “large crowds attended” may create a
positive impression, but it does little to strengthen Pakistan’s trade or international reputation.
Pakistani mangoes are internationally recognized for their distinctive aroma, sweetness, rich
taste, and exceptional quality. Few countries produce the diversity and excellence of mango
varieties that Pakistan has been blessed with. However, despite this natural advantage, Pakistan’s
export performance remains well below its production potential.
The unfortunate reality is that there appears to be no comprehensive long-term strategy within
the Ministry of Commerce to expand Pakistani mango exports to Saudi Arabia and other Gulf
countries. This lack of seriousness ultimately harms Pakistan’s economy, deprives hardworking
farmers of better incomes, and limits valuable foreign exchange earnings.
With proper planning and sustained branding efforts, Pakistani mangoes can establish themselves
as one of the world’s strongest premium fruit brands. The responsibility for achieving this clearly
rests with the Ministry of Commerce and its commercial representatives stationed abroad.
During the past five years, Pakistan has earned only approximately US$29.61 million from
mango exports to Saudi Arabia. This is surprising considering that nearly 2.8 million Pakistanis
live in the Kingdom. By comparison, the United Arab Emirates, with an estimated 1.8 million
Pakistani residents, has generated approximately US$159.74 million in mango imports from
Pakistan over the same period.
Among Pakistan’s export destinations, Saudi Arabia currently ranks only around fifth for mango
exports, behind markets such as the UAE, Oman, and the United Kingdom. This clearly indicates
the untapped potential of the Saudi market.
Looking back over the past five years, only a handful of meaningful mango exhibitions have
been organized by Pakistan’s Embassy in Riyadh and the Consulate General in Jeddah. Very few
of these events successfully brought together senior Saudi officials, Ministry of Commerce
representatives, major retailers, importers, and influential business leaders capable of expanding
Pakistan’s mango trade.
Saudi Arabia remains one of Pakistan’s most important export markets for mangoes. Every year
between June and August, thousands of tons of premium varieties—including Sindhri, Chaunsa,
Anwar Ratol, Dussehri, and Langra—are exported to the Kingdom and sold across Jeddah,
Riyadh, Dammam, Makkah, and Madinah.
One of the finest promotional initiatives took place in 2017, when the Consulate General of
Pakistan in Jeddah organized a grand Pakistan Mango Festival during Pakistan’s Independence
celebrations. Senior officials from the Saudi Ministry of Foreign Affairs, Jeddah Chamber of
Commerce, Ministry of Commerce, major retail chains, importers, diplomats, and media
representatives attended the event.
The festival showcased not only fresh mangoes but also a wide range of value-added products,
including mango ice cream, lassi, mousse, puddings, cakes, tarts, salads, and desserts. It was
perhaps the last truly prestigious and impactful mango exhibition held in Jeddah.
In 2018, the Consulate General, in collaboration with Rumi Foods Pakistan, organized the
Emerging Pakistan Mango Branding Event, focusing on the promotion of Pakistan’s famous
Chaunsa mango. This was not merely an exhibition but a well-planned international branding
campaign.
Representatives from Jeddah Chamber of Commerce, Manuel Group, BinDawood, Al-Raya
Group, officials from the Ministry of Commerce, and executives from major Saudi supermarket
chains participated. Several Saudi businessmen praised the exceptional quality of Pakistani
mangoes and expressed strong interest in increasing imports.
These two exhibitions significantly contributed to promoting Pakistan’s mango trade. They were
organized during the tenure of then Consul General Shahryar Akbar Khan. Although some
members of the Pakistani community criticized him for limited interaction with community
organizations, he fulfilled his responsibility in promoting Pakistan’s commercial interests.
Today, Pakistan’s new Consul General in Jeddah, Syed Mustafa Rabbani, is an active and
energetic diplomat. Having assumed office in December 2025, he has had to familiarize himself
with various administrative responsibilities, engage with Saudi government officials, and
supervise the completion of Pakistan’s impressive new Consulate building in Jeddah—a project
that still requires considerable work to fully serve the community. Under these circumstances,
organizing a large-scale mango festival within such a short period may not have been feasible.
Consequently, this year’s mango promotion, conducted with the cooperation of the Embassy,
remained limited to a supermarket exhibition. However, such events should not depend solely on
diplomatic missions. The primary responsibility lies with the Ministry of Commerce to allocate
sufficient funds and organize large, professionally managed exhibitions inviting Saudi business
leaders, importers, retailers, hospitality executives, media representatives, and government
officials.
Moreover, Pakistan now possesses an outstanding new Consulate complex in Jeddah with
spacious facilities that can host major promotional events at considerably lower costs than luxury
hotels.
Saudi importers continue to show strong interest in Pakistani mangoes. Institutions in Pakistan
that claim to support exports must now translate those claims into practical action.
The Ministry of Commerce, the Trade Development Authority of Pakistan (TDAP), the Pakistan
Horticulture Development and Export Company (PHDEC), and the Ministry of National Food
Security should jointly invest in modern cold-chain infrastructure, advanced packaging, vapor
heat treatment, international-standard grading systems, traceability, branding, and quality
certification.
Finally, one of today’s biggest commercial challenges remains the extremely high cost of air
freight, which makes importing fresh Pakistani mangoes increasingly expensive for Saudi
buyers. Addressing freight costs, alongside stronger marketing and branding efforts, will be
essential if Pakistan wishes to transform Saudi Arabia into its largest and most profitable mango
export market.