Multan: A three-day Mango and Dates Festival, organised by Muhammad Nawaz Sharif University of Agriculture Multan (MNSUAM), concluded here on Sunday after bringing together stake-holders on a common platform to promote Pakistan’s mango and date sectors.
The final day featured a series of activities, including an international policy dialogue, agribusiness networking, value addition, innovative food products, family entertainment and an awards ceremony, highlighting the festival’s growing importance as a national and international platform for horticultural development.
The day’s flagship event was a high-level dialogue titled “From Farm to Global Market: Value Chain Transformation and Agribusiness Opportunities in Mango and Dates,” jointly organized by the Pakistan Horticulture Development and Export Company and MNSUAM.
The session was chaired by Vice Chancellor Prof. Dr. Asif Ali while Prof. Dr. Iqrar Ahmad Khan, Chairman Punjab Higher Education Commission, graced the dialogue as the chief guest.
The dialogue brought together PHDEC Chief Executive Officer Athar Hussain Khokhar, Khawar Nadeem, representatives of the Trade Development Authority of Pakistan, and more than 50 leading mango and date growers, exporters, processors, researchers and agribusiness professionals.
Trade and investment officers and commercial representatives from Iran, China, Australia and other important export destinations also participated, sharing market intelligence, global consumer trends and practical recommendations for enhancing Pakistan’s horticultural exports.
Speakers emphasized that compliance with international quality standards, phytosanitary requirements, food safety protocols, traceability systems and hot water treatment is essential for gaining sustainable access to global markets.
Participants were informed that Iran has strong demand, particularly for late-season mango varieties, while value-added products such as mango pulp and mango paste also offer significant export opportunities. Chinese trade representatives highlighted consumer preference for comparatively less sweet, lower-Brix mango varieties, creating a niche market for selected Pakistani cultivars. Tajikistan was also identified as an emerging and promising destination for dried date exports.
The discussion focused on post-harvest management, strengthening value chains, food processing, value addition, market access and strategies to improve Pakistan’s export competitiveness. Former Federal Minister Hussain Jahanian Gardezi also attended the session.
The Mango and Dates Dish Competition remained one of the festival’s major attractions. Renowned hotels, food brands, educational institutions and food businesses presented innovative and value-added products prepared from mangoes and dates.
The concluding day also featured family-oriented entertainment, including a ramp walk, mango eating competition, mango cutting competition, musical chairs, spoon walk and glass tower challenge, attracting enthusiastic participation from children and families.
Addressing the closing ceremony, Prof. Dr. Iqrar Ahmad Khan, Chairman Punjab Higher Education Commission, congratulated the university administration on successfully organizing the festival. He said that stronger collaboration among young researchers, agricultural experts and orchard growers is essential to address the challenges facing Pakistan’s mango industry. He appreciated the university’s research contributions and emphasized that modern research, field trials and stronger market linkages can significantly enhance both the productivity and quality of Pakistani mangoes
Speaking on the successful conclusion of the festival, VC Prof. Dr. Asif Ali thanked growers, exporters, commercial diplomats, scientists, students, industrial partners, food businesses, the hospitality industry, collaborating organizations and the public for their active participation and support.