Mango cross-merchandising can boost sales
Even as mangoes move more into the mainstream for U.S. consumers, there are ways retailers can make consumers even more comfortable with the world’s most consumed fruit.
Two big ones are point-of-sale marketing/education and cross-merchandising.
Robert Schueller, director of public relations for Los Angeles-based World Variety Produce, which markets the Melissa’s brand, said retailers can have success merchandising mangoes with tropicals like papayas, guavas and dragonfruits or next to common tropical fruits such as pineapples and bananas.
“However, end cap displays are popular during the peak seasons (April-July),” he said.
James Watson, mango commodity manager for Robinson Fresh, Eden Prairie, Minn., said mangoes are often an impulse buy, which means setting displays in the front can help to create more sales.
“Large displays are recommended to help generate impulse sales, but retailers should not stack the fruit too high, especially with ripe mangoes as they can be very delicate, Watson said.
Chris Ciruli, partner in Ciruli Bros., Rio Rico, Ariz., also said bigger is better for mango displays.
“To move more mangoes, you need to get out of the mindset of limiting them to a small, back-of-the-department tropical display,” he said.
“Mangoes need prominence. Big, colorful displays in higher traffic areas are more conducive to moving more mangoes.”
Watson said Robinson Fresh stresses point-of-sale materials to educate consumers on how to choose, cut and prepare mangoes.
“Other produce items can certainly help cross-promote items,” Watson said.
“For example, promoting mangoes with tomatoes, onions and peppers for a mango salsa or with other fruits for a tropical smoothie is a great way to help consumers visually understand how to incorporate mangoes into their diets.”
Valda Coryat, director of marketing of the National Mango Board, Orlando, Fla., said she encourages retailers to merchandise mangoes with seasonal fruit to boost mango sales.
“We know from our research that mangoes are an impulse item for many consumers, so front of store displays are very popular and effective,” she said.
Mango bins offered through the mango board have gained a lot of retailer excitement, Coryat said, particularly with its new brand message, “Super Fun Superfruit.”
But Coryat said it’s evident that mangoes are becoming more of a mainstream fruit, available year round.
“We encourage retailers to take mangoes out of the tropical sections in produce and put them in the permanent displays like bananas and avocados,” she said.
“Placement with seasonal fruit is also a successful way to promote mangoes.”
She said a recent study showed that placing mangoes with stone fruit increased mango movement by 45%.
“Once a consumer has purchased mangoes, they want to continue finding them in the same place and not search throughout the produce section,” Coryat said.
Greg Golden, partner in Vineland, N.J.-based Amazon Produce Network, said the National Mango Board has very good marketing material, and retailers can access it for free.
But Rudy Uresti, CEO of Jade Produce LLC, Mission, Texas, said many of his retail customers like to put his product out in its distinctive pink boxes, both for promotion and education.
He said the company packs limes and pineapples in the bright pink boxes as well.
