Direct Marketing of Fresh Mangoes%253A A Case Study of Mango Smallholders in Pakistan

In Pakistan, 86 percent small-scale farmers whose average cultivated landholding is less than 5.0 hectares and who mostly engage in subsistence farming dominate the fresh mango value chain in Pakistan. Most mango smallholders devote their time to what they know best, growing but leaving the harvesting and handling of mangoes to other partners in supply chain, mainly preharvest contractors. Selling directly to consumers is a new option for smallholders, which on a pilot scale in 2014 amp%253B 2015 has proven more profitable for them. An initiative was taken under the ASLP Mango Value Chain Improvement Project to promote the ASLP lsquo%253Bbest practices mangoes in domestic markets in Multan through direct marketing by smallholders. Under this initiative, six small-scale farmers near the city of Multan formed a group and trained by ASLP project team members on pre and post-harvest techniques. During the 2014 mango season, 13 consignments of mangoes were prepared to adopt ASLP best mango practices. These consignments were sold by adopting direct marketing through a dedicated roadside retail outlet, which they established, and through home delivery. More than 13 tonnes of mangoes were sold in 20 days activity. When the supply of best practice mangoes ran out there did unfilled orders from consumers, as well as other local small and medium farmers want to participate in direct marketing in the future. This paper provides a detailed account of this pilot projects direct marketing strategy as an approach to linking small-scale farmers with consumers, increasing farmers incomes and improving their livelihoods in Pakistan, a developing country