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Introduction

The U.S.-Pakistan Partnership for Agricultural Market Development (AMD) is a USAID funded, four year project that aims to improve the ability of Pakistan’s commercial agriculture and livestock sectors to compete in international and national markets in the four target product lines; meat, high value and off season vegetables, mangoes, and citrus. AMD will act as a catalyst for development and investment in its target product lines by actively promoting cooperation and coordination amongst the value chain actors and ancillary service providers. AMD’s implementation strategy is underpinned by a strictly commercial and market driven approach with a clear focus on strengthening market access for its partner organizations and supporting marketing and sales efforts, both nationally and internationally. The objective of the AMD project is to encourage investments in the four target product lines through offering matching grants and empowering stakeholders by developing synergies among them to accomplish together what they cannot do alone. AMD will support upgrading, streamlining of supply chains, optimization of profit margins, increase in the participation of women entrepreneurs, and ultimately help make Pakistani meat, high value and off season vegetables, mangoes and citrus more profitable and competitive.

In line with the overarching goal of AMD and the marketing strategy developed, participation in trade shows and other marketing events is a key element of the Project’s international marketing strategy.  AMD will work towards facilitating participation of partner businesses at leading trade exhibitions and marketing events. The Project’s support will include targeted technical assistance for preparatory work prior to each show, facilitation for B2B interactions at the event itself and subsequent support for follow-up upon conclusion of the same. 

Background

The AMD objective of enhancing sales and promoting exports of its target product lines can be achieved through facilitating agribusinesses’ participation in leading trade fairs, exhibitions and b2b interactions across the world. The b2b interactions during the expos have the potential to be one of the most effective platforms for marketing and promotion for businesses and provide an ideal opportunity to expand market network with various buyers, sellers and other players from the allied industry resulting in the development of lasting business relationships and sustainable exports through adequate buyer follow-up.

Exports of Pakistani Kinnow has remained confined to a few conventional international markets, curtailing profit margins and maximizing risk by limiting exports to a few markets. During the last export year, Pakistan Kinnow suffered a significant setback in its traditional market of Russia, making it even more imperative to expand into other markets. In 2016, AMD in collaboration with PHDA and the Ministry of Commerce gained success in getting the horticulture import calendar of the Indonesian Government revised to expand the import window from 2 months to 4 months, and then again to five months (Dec – April) in 2017 during the PTA review talks in Jakarta. As part of this effort, Pakistani mango can was added to the permitted products and can now also be exported to Indonesia. Indonesia serves as a gateway to ASEAN countries and through increased b2b interactions, Pakistan has the opportunity to expand into this market.

The Program

AMD proposes to support up to two (02) Mango exporters to participate in the upcoming SIAL InterFood Jakarta, Indonesia 2017. AMD will work with the Pakistani commercial attaché in Jakarta to set up a series of b2b meetings for its facilitated exporters with major importers. Market visits to key wholesale and retail markets in Jakarta will also be conducted to gather insights and hold meetings. 





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