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India launches Mango drive to get Uncle Sam hooked to taste

India launches Mango drive to get Uncle Sam hooked to taste
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First Published: Fri, Jun 06 2008. 04 26 PM IST
Updated: Fri, Jun 06 2008. 04 26 PM IST
Dharam Shourie/ PTI
New York: Seeking to make inroads into the vast mango market of the United States, India has launched a major drive to get non-Indians hooked to the taste of the king of fruits by lining ten restaurants that will serve mangoes.
Though the Indian mangoes are among the costliest in the US, the biggest importer of the fruit with the annual consumption 250,000 tonnes, officials have suggested several measure to the US regulators to cut down its price.
After lifting of the 18-year ban on the import of the fruit from India, mangoes worth $1 million were exported to the US last year and the figure is likely to go up to around $7 million this year, Asit Tripathy chairman of Agricultural and Processed Food Export Development Authority (APEDA), told reporters here.
APEDMA, the apex body of exporters which is spearheading efforts to popularise mangoes, has lined up ten restaurants to serve mangoes as also mango based dishes, he said.
Indian officials are hoping that the prices will come down and Americans would prefer the Indian fruit to those imported from Central and South American because of its distinctive taste.
The potential is huge as currently only the diaspora form the majority of consumers, the official said while speaking at the Indian Consulate that organised a Mango Fair.
Tripathy said mangoes are irradiated before being exported to the United States as per the requirements of the regulators and that adds to the cost — around 150,000 per year. He expressed the hope that as the volume increases, the cost would come down.
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First Published: Fri, Jun 06 2008. 04 26 PM IST