Introduction:
The U.S.-Pakistan Partnership for Agricultural Market Development (AMD) is a USAID funded project which aims to improve the ability of Pakistan’s commercial agriculture and livestock sectors to compete in international and national markets in the four target product lines; meat, high value and off season vegetables, mangoes and citrus. AMD will act as a catalyst for development and investment in target product lines by actively promoting cooperation and coordination amongst the value chain actors and ancillary service providers. AMD’s implementation strategy is underpinned by a strictly commercial and market driven approach with a clear focus on strengthening market access for its partner organizations, and support international marketing and sales efforts. The objective of the AMD project is to encourage investments in the four target product lines through matching grants and technical assistance and empower stakeholders by developing synergies among them to accomplish together what they cannot do alone. AMD will support upgrading, streamline supply chains, technical assistance to optimize profit margins, increase participation of women entrepreneurs, and ultimately help make Pakistani meat, high value and off season vegetables, mangoes and citrus more profitable and more competitive.
Background:
Pakistan’s meat exports are marked by minimal value-add, mostly dealing in chilled and frozen carcasses, quarters and some boneless meat. Export shipments are heavily reliant on airfreight services and therefore geographical proximity and complicated compliance regimes of export partner countries remain the foremost factors driving market access and growth. At present, high freight cost and limited market outreach has led Pakistani meat exporters to aggressively compete amongst each other for market share in the GCC region.
In the year 2014, Pakistan’s meat exports totaled $210 million. These exports comprised of chilled and frozen meat of both bovine animals ($130 million) and that of small ruminants (sheep/goat, $80 million). Over 77% of the total exports were made to the GCC countries, where Saudi Arabia and UAE accounted for 31% and 22% of exports, respectively. The only significant export destination outside of the Middle East region was Vietnam, representing 10% of total Pakistani exports in 2014.
Sustainable growth of exports and greater profitability will hinge on the sector’s ability to leverage sea freight services for existing markets and target more rewarding segments with value added, quality product. In order to do so, measures will need to be taken to improve phytosanitary controls, introduce innovative packaging, employ controlled/managed atmosphere supply chain solutions, and market higher value meat cuts.
Chilled meat is also described as fresh meat because, when correctly chilled, it retains the characteristics of fresh meat. Adult mammalian beef consists of 75 percent water, 19 percent protein, 2.5 percent intramuscular fat, 1.2 percent carbohydrates and 2.3 percent other soluble non-protein substances as minerals. The rapid perishability of meat is due to its high protein, water content and its fat. The maximum duration of storage of chilled meat is primarily determined by maintenance of the correct chilling temperature. According to expert opinion from the industry, the chilling temperature should be between -0.75 and -1.25°C at a relative humidity of 80 - 85%, conditions which ensure a storage life of 1 - 2 weeks.