Abstract
Pakistan is the fourth largest producer of mangoes preceded by India, China and Thailand. Marketing of mangoes is mainly in
private hands that are supposed to deliver quality mango in the domestic market. However, there is little evidence of developing
value oriented mango chain particularly for the high end markets. Growers have attempted to deliver premium quality mangoes
at the modern retail stores but due to inadequate marketing skills they were unable to maintain consistent and regular supplies.
To keep continuity in transformation, there is a dire need of entrepreneurial traders who can facilitate the growers to fill the
gap of connecting them with high end markets. Following the whole-of-chain approach, this study collected data from four
mango farms identified in a development project, “ASLP Mango Value Chain Improvement”. A wholesaler /commission agent
was involved and evaluated from the Multan wholesale fruits and vegetable market. Further, an exclusive premium quality
mango sale point was established in Multan Cantonment area and feedback from 100 consumers was collected who bought
mango from this outlet. Our findings show the cost/ benefits analysis at the whole-of-chain level that can motivate the growers,
traders, entrepreneurs and retailers to deliver premium quality mangoes to the quality conscious consumers. The main findings
are quality mangoes can easiest achieve a price premium in the domestic market and growers, traders and modern food retailers
have adequate benefits in delivering premium quality mangoes to the consumers.
