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|Title:||Quality Assessment Towards VHT Harumanis Mango For Commercial Trial To Japan|
Jamaliah Mohd Yusof
|Publisher:||Lembaga Pemasaran Pertanian Persekutuan (FAMA)|
|Abstract:||The availability of imported tropical mangoes in Japan renders the need to look into the potential of marketing fresh mango. In 2007, from a survey conducted and also from previous observations, it was unveiled that Japanese have very favorable attitude towards mango and most likely make purchase with its availability. However, the quality of Harumanis mangoes from Malaysia has not been able to achieve the Japanese fruit import quality. As agreed through Government to Government Trade Agreements in previous years, Malaysia has to adhere to the Japanese procedures to lift the ban of importation. Thus, advance research is now needed to gauge Japanese perception on the effect of Vapour Heat Treatment (VHT) with regards to the quality of Harumanis upon arrival in Japan. Malaysia has already undertaken 6 out of the 13 steps involved. It is envisaged that mango is the most promising fruit currently to be marketed matching that of India and Australia that were recently approved the export of mangoes to Japan. Based on the research conducted in 2007 on consumer preferences, Harumanis mango has been stipulated as the premium fresh fruit that would satisfy the focused market demand and is presently gaining popularity among the Japanese.|
|Appears in Collections:||Journal of Agribusiness Marketing|
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