The mango remains a mystery to some consumers.
That’s why the National Mango Board, Orlando, Fla., places so much emphasis on consumer education in addition to promotion.
Valda Coryat, director of marketing of the board, said “Consumers’ main barriers to purchase mangoes are how to select, cut and use the fruit.”
“The (board) places careful emphasis on introducing the fruit to consumers through retail initiatives.”
She said retailers can order free point-of-sale materials to display with mangoes. The materials contain selecting and cutting messaging, as well as many recipes to inspire consumer use.
James Watson, mango commodity manager for Robinson Fresh, Eden Prairie, Minn., said he highly recommends POS material to educate consumers on how to choose, cut and prepare mangoes.
Coryat said the board educated consumers outside of the store as well.
“Our main vehicles for consumer education is our website and social media channels, especially YouTube,” she said.
From the home page consumers can easily get to a video that highlights ripening and storing mangoes, she said.
“Further, across all major in-store retail vehicles, we extend consumer education on ripening with consistent, prominent placement of a hand squeezing a mango,” Coryat said.
Education goes beyond consumers.
“Educating retail produce associates is also critical in building confidence with consumers,” Coryat said.
“When store associates can guide shoppers on the selection, cutting, and usage of mangoes, consumers feel more confident in buying the fruit.”
The board has developed an online curriculum called “Mango University” for store employees, which educates employees on mango merchandising, selection, cutting and use ideas.
“With over 700 graduates since the program’s inception, Mango University has proven to be a powerful tool in motivating employees to inspire consumers,” she said.