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    Mango.org

    Retail Marketing

    The Retail Promotions & Marketing Program is designed to increase presence and sell-through of mangos at retail. The program accomplishes its objectives by educating retailers on mango handling and merchandising practices, support retail promotions for whole and fresh-cut mangos, encourage ripe and ready-to-eat mango programs, gain retail data and consumer insights, motivate sustainability efforts, and sharing the mango nutrition messaging through of Point-of-Sale (POS) materials.

    RETAIL TEAM

    The Retail Team is our connection to retailers across the country. They share our tools with retailers and set up retail promotions using our promotional funds. The Retail Team maintain ongoing retail relationships via meetings, phone and email. NMB staff has ongoing training and communication with the team.

    RETAIL COMMUNICATION TOOLS

    • Design, print, store, fulfill and ship POS materials and training tools
    • Execute Mango University program and related activities, including diplomas and reward for completion
    • Blast monthly Mango Mover e-newsletter to retailers
    • Coordinate Mango Mania Display Contest – open to all retailers
    • Engage retailers in a farm tour to exporting country
    • Fulfill Mango Retailer of the Year program and secure associated prizes

    REGIONAL TRADE SHOWS

    These shows offer great opportunities to see retailers in a more relaxed setting, closer to their own “home base.”

    • Exhibit at Southeast Produce Council Expo - March 9 - 11, 2017 – Orlando, FL
    • Exhibit at Viva Fresh Produce Show - April 20 - 22, 2017 – Austin, TX
    • Exhibit at New England Produce Council Expo - September 12 - 14, 2017 – Boston, MA
    • Attend Southeast Produce Council Southern Innovations Symposium - September 28 - 30, 2017 – Hilton Head Island, SC
    • Attend PMA – October 19 – 21, 2017 – New Orleans, LA
    • Exhibit at New York Produce Show - December 11 - 14, 2017 – New York City, NY

    RETAIL PROMOTIONS

    These funds are used as incentives to help retailers promote mangos more often and more effectively. Promotions are planned with large and mid-sized retailers. 

    • Customized regular retail promotions including:
      • Mango display bins
      • Soccer at retail
      • Mangos Around The World at retail
      • Display or sales contests
      • Coupon program
      • How to cut, nutrition, recipe or other consumer education in the ad
      • Mango feature in consumer newsletter or magazine
      • Demo events (with partners when possible)
      • Mango ad or volume challenge
      • Wholesaler food show or retail training opportunity
    • Allocate fresh-cut mango promotions to retailers throughout the year
    • Reserve market response promotions to be invested in a market emergency situation
      • Funds will be targeted to retailers that can act quickly and can move high volumes of mangos
      • Decision to trigger market response funds to be made by the Executive Committee of the NMB
      • Typical market response promotion would be an in-store special and secondary display
      • Up to 50% of the fund may be used for the first market emergency situation

    CATEGORY DEVELOPMENT

    • ​Report on annual performance benchmark
    • Extract quarterly data
    • Communicate quarterly regional and account data
    • Report on annual mango market index​

    AD TRACKING

    • Deliver detailed information about retail mango ads nationwide
    • Utilize system with retailers
    • Identify opportunities for specific retailers to increase mango promotion