India launches mango drive in the US

Seeking to make inroads into the vast mango market of the United States, India has launched a major drive to get non-Indians hooked to the taste of the king of fruits by lining ten restaurants that will serve mangoes.

Though the Indian mangoes are among the costliest in the US, the biggest importer of the fruit with the annual consumption 250,000 tons, officials have suggested several measure to the US regulators to cut down its price.

After lifting of the 18-year ban on the import of the fruit from India, mangoes worth $1 million were exported to the US last year and the figure is likely to go up to around $7 million this year, Asit Tripathy, chairman of Agricultural and Processed Food Export Development Authority, told reporters.

APEDMA, the apex body of exporters which is spearheading efforts to popularise mangoes, has lined up ten restaurants to serve mangoes as also mango based dishes, he said.

Indian officials are hoping that the prices will come down and Americans would prefer the Indian fruit to those imported from Central and South American because of its distinctive taste.

The potential is huge as currently only the diaspora form the majority of consumers, the official said while speaking at the Indian Consulate that organised a Mango Fair.

Tripathy said mangoes are irradiated before being exported to the US as per the requirements of the regulators and that adds to the cost-- around $150,000 per year. He expressed the hope that as the volume increases, the cost would come down. 

Tripathy said that APEDA is discussing with regulators the possibility of mangoes being tested on arrival in the US and of random checking rather than each batch being certified separately. Also laboratories in India could be authorised to certify the fruit is safe.

Also, mangoes have to be airlifted as due to their thin skin, their shelf life is short through irradiation increases it by a few days.

India, which is the biggest producer of mangoes, has two irradiation facilities already exit and another two are being set up, one in the private sector, Tripathy said.

At present, a box of 12 Indian mangoes, mostly available at ethnic grocery stores, costs between 30 and 35 dollars but officials said it could be brought down to about $15.

During an interaction held at the Indian Consulate in New York between those trading in the fruit in the two countries, several issues were raised including how the cost could be brought down and whether irradiation would raise concern among consumers, especially who are not of Indian origin.

Tripathy explained that it is the requirement of the regulators in the United States, pointing out that different countries require different processes to ensure that the fruit is safe. Talks are on at international fora to standardise the process, he said.

India produces more than 1000 mango varieties, including Alphonso, Kesar, Langra, Dussehari, Chausa and Banganpalli, samples of which were available at the interaction.

Apart from its use in preparing numerous dishes, traders said a major effort was required to inform people about its health benefits. Mango is full of potassium betacarotene and antioxidants and a single fruit can provide up to 40 per cent of daily dietary fibre needs. It also helps to protect against heart disease, cancer and cholesterol build up.

The Consulate's Mango Fair will last until June 23.