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merchandising review mangos
United States, suggests Melissa Hartmann De Barros, HLB’s director of communi- cations. “However, with further education, consumers will surely find there are many other varieties with great and unique flavors and textures.”
The Nam Doc Mai mango cultivar “is such an example,” continues Napolitano, “and we have started to see it being available in stores. It is firm, sweet, aromatic and fiberless, which makes it an excellent eating experience. However, I’ve only seen it at an independent ethnic supermarket here in South Florida.”
Cohen of Vision Import adds: “Within
the current countries of origin, I see only Palmers making any kind of headway. Brazil is the major supplier during their season, and small quantities also are being received from Peru and Puerto Rico.”
According to Hall, Freska only ships a few commercial varieties into the United States: Tommys, Kents, Hadens, Keitts and Ataulfos, which naturally vary throughout the time of year and based on their area of production. “We also see some Haitian Francis variety, but it is a small window. There are a few other varieties that come in, but again just very small volumes.”
UP AND COMING
Mangos “are an up-and-coming fruit in North America,” says Sickles. “As better shipping is implemented, it will only become more so.” When properly ripened and served, he adds, it is “one of the tastiest fruits in the world. Parents just need to get good ones in kids’ mouths, and they will be irresistible. They are very healthy.” They also have “a fair amount of sugar,” he says, “and diabetics should eat carefully.”
Sickles Market has had what its owner calls “very positive results when we have the right variety, ripen properly and demo. It is very
n MERCHANDISING AND MARKETING MANGOS
“One of our overarching goals at the Na- tional Mango Board is to work with the in- dustry and our retail partners to ensure that the product the consumer receives is of the best quality possible,” explains Tammy Wiard, its retail program manager, based in Orlan- do, FL. “We do this through education for our partners on temperature management and best practices for ripening.”
The NMB has online training guides customized for the warehouse team, the store team and corporate management. It also has an outside consultant who speaks with many of its retail partners regarding the “science side” of ripening mangos.
Mangos are “the most popular fruit in the world,” says Valda Coryat, NMB’s direc- tor of marketing. “Retailers can continue to build their sales by carrying multiple vari- eties and sizes.”
Value-added, or fresh-cut mangos, continue to grow with the advancements and focus on ripening. Fresh-cut mangos are ranked eighth in all of fresh-cut fruit, according to the NMB. Adding fresh-cut mangos as an enhancement to dishes such as salsa and guacamole can intensify an everyday dish into something special.
In the summer, sales thrive when man- gos are adjacent to stone fruit. As retailers switch their produce sets from summer to fall, it can sometimes prove to be a chal- lenge in determining where to put mangos. The Board’s recommendation for the fall/ winter period is to place mangos with citrus.
“It is important to keep mangos in a high- ly visible area in the produce section. Mangos are mainstream fruit and need a permanent home where consumers can consistently find
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them. Although the mango varieties come in different colors, some more red or green than others, some are yellow, this is not an indication of ripeness. A mango can be red, yellow or green-skinned and still be ripe.
The available mango varieties shift as the crop moves through each grow- ing country and region. This natural flow means consumers will be exposed to dif- ferent varieties throughout the year. The top six commercialized mango varieties in the market are Honey, Francis, Haden, Keitt, Kent and Tommy Atkins.
Fall tailgating and grilling are food occa- sions where mangos have been under-uti- lized, says Wiard. “Mangos add a tasty and colorful addition to holiday meals and des- serts.”
Retailers are also adding displays in the front of their produce department. Addi- tionally, mango bins offered through the NMB have gained a lot of retailer excite- ment and engagement, particularly with the organization’s new brand message, “Super Fun Superfruit.” NMB will distribute thousands of bins this year to many of its retail partners nationwide.
Themed mango displays “are always a big hit,” says Wiard. “For example, choose an NMB recipe, and ask your employees to group the ingredients in store. This will help shoppers pick up everything they need for the recipe, a great meal solution for the family on-the-go.” While it sounds simple, this strategy “leads to colorful dis- plays that draw in shoppers by telling a story and offering a solution.”
Secondary displays outside of the pro- duce department are another way to generate awareness and trial of mangos. Retailers can consider grouping the man- gos by size and/or ripeness. This gives the consumer additional options based on their purchase needs.
“We’ve seen some beautiful displays that combine whole mangos alongside fresh-cut mango,” says Wiard, “showing the versatility and freshness of mangos.” Stores can benefit from having a registered dietitian on site to educate and confidently discuss the health benefits of mangos with employees and consumers. pb