Continental Fresh LLC, a grower, shipper and importer of fresh fruits and vegetables from Latin America, is celebrating its Water For All program.
The company’s latest campaign, “PLU with Purpose,” spotlights the benefits of its Water For All branded mango program, according to company officials. For every Water For All branded box of specialty-labeled mangoes sold, a percentage of the proceeds is donated to BLUE Missions, a nonprofit organization that connects families in Latin America to clean, fresh water through clean water and sanitation projects.
With over 780 million people worldwide lacking access to clean water, the need for action is urgent, company officials say.
“Our mission extends far beyond selling fresh produce; we’re also deeply committed to making a difference,” Continental Fresh founder and CEO Albert Perez, chairman of the National Mango Board, said in a news release.
“We’re passionate about addressing water issues, both domestically and internationally,” Perez added. “Through initiatives like Water For All, we aim to break the poverty trap and empower communities.”
Continental Fresh has been actively focusing on corporate social responsibility initiatives, particularly in educating consumers about the importance of sustainable practices and supporting communities in need, company officials say. Through initiatives like the Water For All program, the marketer aims to raise awareness about clean water accessibility issues while simultaneously contributing to positive change through its mango sales.
By integrating CSR into its business model, Continental Fresh not only emphasizes its commitment to social and environmental causes but also educates consumers about the impact of their purchasing decisions, company officials say. This holistic approach aligns with the company’s values and represents its ongoing efforts to make a meaningful difference beyond just the realm of produce packaging.
Supply bump
Continental Fresh says it expects an abundant mango supply from April through the summer, and sourced from Mexico, Guatemala, Costa Rica, and Nicaragua.
Good promotional opportunities are expected in May, June, and July, which could mitigate some of the current challenges. Despite the current market conditions, the marketer remains optimistic about the upcoming months and is actively working to make the most of the promotional opportunities ahead.
Retailers are encouraged to bring mangoes back in a big way, increasing shelf space and promotions with Water For All branded mangoes.
With weather holding back volume earlier in the year, retailers can make up lost time by creating bigger displays, promoting abundant Mexican mangoes and putting in place in-store signage that highlights social responsibility initiatives like the Water For All program, company officials say.
Ninety-two percent of consumers want to buy a product that supports a cause and 70% of emotionally engaged consumers spend up to two times or more on brands they’re loyal to, increasing basket ring at the register, company officials said.
The campaign focuses on leveraging consumer sentiment towards purpose-driven brands, with statistics also showing that 94% are likely to recommend emotionally engaging brands. Through the Water for All program, Continental Fresh seeks to not only make a difference but also foster brand loyalty and consumer engagement, company officials said.
