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Retail Marketing & Promotions 

In the retail produce department, there are hundreds of items, and mangos contribute just .4% to overall produce sales.  With so many categories and so many items, it’s easy for retailers to focus on other priorities.  It’s our job to keep them thinking about mangos, mangos, mangos! It’s easier to understand how we fit into the retail marketing picture if you think of it this way.  Your sales team sells your mango to the retailers.  Our job is to help the retailer sell those mangos to the consumer.  We do this by providing tools and information that the retailers need, and by funding retail promotions to help them move more mangos. 

Retail Acount Managers

Our Retail Account Managers have direct relationships with the retailers across the country.  They stay in touch via face-to-face meetings, phone calls and email to make sure that each retailer has access to our tools and materials.  They also set up our retail promotions.  These professionals are the “face” of our retail marketing program. 

Retail Communication Tools

The main focus of this initiative is to provide the right messages and materials at the point of sale to help retailers educate their shoppers so they can move more mangos.  These include pieces designed to educate customers about selection and cutting, plus a series of recipe header cards and tear pads.  Click here to see our Mango Marketing Toolkit, which includes all of our retail POS offerings. 

Retail Promotions

We encourage retailers to promote mangos more often and all year round.  Sometimes, we offer incentive funds to do something special.  Many of our retail promotions include sampling events, where consumers can taste mangos – often for the very first time.  Because our product is so very unfamiliar to many Americans, we believe these sampling events can help create life-long mango lovers who will buy mangos today and in the future.  We also work with retailers to get extra space in their ads for mango messaging.  Sometimes, we get retailers to include nutrition information, recipes or even our cutting series photos to teach their shoppers how to cut a mango.  There are many different types of retail mango promotions, and we report on each one here in our Retail Promotion Results Report.  

It’s important to know that we have a strategic process for deciding which retailers are funded, how much incentive is available to them and the timing of the promotions.  First, all mid-size and large retail organizations who have control over store level practices are offered funds.  The number of stores, total produce sales, total mango sales and how much attention the retailer gives to mangos all factor into the equation to determine how much is offered to them.  Most importantly, we follow a quarterly allocations target, which is designed to match our retail promotion spending to the historical flow of the crop.    

Board members do not have any influence over who gets funding or how much goes to any particular retailer.  Board members see the same level of detail for retail promotion results that you can see by clicking here.   There is absolutely no opportunity for board members to either gain influence or benefit from their position on the board as it pertains to retail promotions.   

Trade Shows

Regional trade shows are a fantastic way for us to interact directly with retailers at all levels – from the Vice President or Director of Produce all the way down to the store level produce clerk.  In 2009, we participate and have a booth at three regional produce expo events:  Southeast Produce Council, New Engand Produce Council, and Fresh Produce and Floral Council (Southern California show).