MANGO EXPORT REJECTION DUE TO EUDR: TRACEABILITY READINESS OF MULTAN ORCHARDS

Abstract

The European Union Deforestation Regulation (EUDR), due to be implemented in 2025, requires stringent traceability and sustainability of agricultural exports to the EU. Pakistan as a major mango exporter, mainly from Multan, whose rejection rate is continuously on the rise due to lack of traceability system. In this context the preparedness of Multan orchards for EUDR traceability Is studied. The study employs mixed-method research that combines field surveys (n=120 orchard owners), semi-structure interviews (n=15 exporters and government enforcers) and secondary data analysis of export rejection reports. Results reveal general unavailability or knowledge of EUDR among orchard managers, insufficient ICT infrastructure and preference for informal paperwork. Exporters point out problems with geolocation tracking, land-use verification and supply chain transparency. Although more commercial-sized orchards are beginning to embrace farm management software, smallholders are unprepared. The research suggests that Multan groves could face substantial monetary losses from continued rejections of export without specific interventions including farmer capacity building, digital record-keeping and government-led certification frameworks. These results add to the debate on responsible trade and agri-digital transformation.

Keywords: EUDR, mango export, traceability, Multan orchards, compliance, supply chain transparency