Indian mango exporters preparing to explore the Japanese market will be helped by a government initiative that alleviates some of the costs involved in passing strict phytosanitary regulations.

New government support will make the Japanese market much more accessible for India's mango industry.

Specifically, the Agricultural and Processed Food Products Export Development Authority (APEDA) will cover stationing costs of the Japanese Quarantine Inspectorate in India, where mangoes go through vapor heat treatment (VHT) to cleanse and control pests and ensure Indian mangoes adhere to strict regulations.

The idea is to encourage more exporters to trade in Japan and commit to long-term arrangements by signing up to supplying certain volumes.

"By covering the majority of the quarantine costs incurred by exporters supplying Japan, we hope to encourage more trade and persuade exporters to really go for it in a way that they never really have done before now," an APEDA spokesman told www.freshfruitportal.com.

"In the past, they (exporters) have been reluctant to go into this faraway market because they perceive it as expensive, so by contributing to the quarantine expenses, we would like to see more exporters coming forward and setting up a consistent supply of high quality fruit."

In the new deal, exporters will officially sign up to supply at least 50 to 70 metric tons (MT) this year, a minimum of 100MT in 2016 and 150MT in 2017, as part of a three-year campaign.

An official APEDA requisition regarding mango exports to Japan during the 2015 season explains how the Japanese authorities place their own inspectors in Indian VHT facilities to supervise the process and issue official certifications.

Exporters wishing to go through the process must inform the authorities in advance, and once they've entered into the agreement they cannot back out.

Japan is currently only accepting the Alphonso, Kesar, Banganpalli, Langra, Chaunsa and Mallika varieties cultivated in either Maharashtra, Gujarat, Uttar Pradesh or West Bengal.

Historically, some mango exporters in these regions have been reluctant to set up in the Far East because quarantine costs eat into their profits; however it’s expected that a raft of new deals could be set up in the coming weeks because of the new APEDA concession.

In conversation with www.freshfruitportal.com,  Murtaza Bharmal, CEO of Maharashtra-based mango exporter MSY Traders, explained how excited he was at the prospect of marketing in Japan.

"For Japan we have always needed to clear the VHT process and get the official documentation to clear the strict regulations, so it's brilliant to hear APEDA will cover most of this because it can get very expensive," he said.

"Once I make calculations and look into this further, I would definitely be encouraged to supply Japan and I think many other exporters would also be glad to do that.

"I have concentrated on exporting to markets where VHT is not necessary because this keeps my costs down, but I will look further into this now because I would love to find a proper way of marketing my mangoes to Japan."

Long established Mumbai-based Abbzoh Associates has been exporting the 'king of fruit' for several decades but has historically struggled to supply Japan because of the high costs involved.

The company's Zoher Poonawalla welcomes the move and believes this could open up a profitable market for Indian exporters.

"We have never really got started in Japan before but with this may make a difference to that," he told www.freshfruitportal.com.

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