ATLANTA — At Mission Produce’s booth at the International Fresh Produce Association’s 2024 Global Produce and Floral Show, Brooke Becker discussed the company’s expansion from avocados to mangoes over the past three years, leveraging its 40-year experience in vertical integration and ripening technology.
“Mission has been more than 40 years in the game, and we’ve been focused on avocados for a majority of those 40 years,” she said. “As part of our diversified sourcing strategy, we’ve invested in vertical integration, and that’s like the heart and soul behind our company.
“When you actually own the land, you grow it and then you sell it, you procure it, and you have an actual field-to-fork mentality, that’s when you can divulge in a big program,” Becker continued.
Mission now operates in 10 countries and has seen significant success in the mango market, Becker said. The company recently launched a retail-ready mango four-pack with a QR code for handling and recipe instructions, to provide consumer education about mangoes.
Mission plans to continue promoting avocados and mangoes, focusing on education in the U.S. and diversified sourcing across its 16 premium growing regions with a promising year ahead in retail, wholesale and foodservice, Becker said.
For more on Mission’s updates, click on the Live From link below, featuring Senior Director of Sales Galen Johnson.
