Fair trade? by AKV

A couple of years ago the supermarket chain TESCO, of the UK, was to begin a trial basis for the regular supply of Pakistani mangoes. The trial basis that TESCO had demanded was that of 50 tons per week. The deal did not pan out. Reasons are:

Infrastructure. When the airlines -PIA, Emirates, and two other airlines- were contacted the carriers were not able to accommodate the volume. That was not the root of it all. The problem was the infrastructure regarding the whole supply chain, from the mango orchards to the market. There was no structure. Not an efficient one that could arrange to get 50 tons every week to be exported to meet the demand of TESCO. It is not just that this was a hurdle for this one deal, it is a hurdle in allowing the positive promotion of one of our most profitable export goods.

Second, the fact that the farmer is unprotected in the whole scene is abysmal. The middleman -the guy at the sabzi-mandi- he is the one deciding what price shall be set, gaining most out of the first point (the farmer) and the final point in the chain *the customer*.

Out of the many ideas that have been sparked due to this lack of infrastructure, a good start I believe would be to strengthen the first point of contact with an organisation, NGO perhaps, that would represent the interests of the farmers. Creating a point of communication within the farmer community and a lobby of sorts that looks out for their interests, an organisation resembling that of FAIR TRADE.

It is just a beginning of an idea, all comments are welcome. My research shows me that no such organisation or union exists at this moment in time in Pakistan. All comments and suggestions are highly encouraged.

Let the farmer feel appreciated for feeding his nation.