After much hard work, mango promotions now underway
After much hard work, mango promotions now underway
In late February, a national retail chain ran a mango ad with the National Mango Promotion Board logo. That was the first fruit of the labors of the board's merchandising staff.
Veronica Kraushaar of VMS LLC in Scottsdale, AZ, which provides merchandising services for the board, said that five regional merchandisers have been blanketing their territories since the first of the year giving anyone who will listen a crash course in mangos. While many in the U.S. industry are well versed on what is called the "world's favorite fruit," Ms. Kraushaar said that research shows there is also quite a lack of information available to consumers and retailers.
"A survey we did shows that 70 percent of retailers would like to take advantage of a category management program," she said. This reveals that there is an information gap and that U.S. retailers are looking for it to be filled. The chains are looking for support and we are ready to offer it. We are pushing a customized program for the retailers. Whatever they need, we will help provide."
According to this longtime merchandiser, research shows that only 33 percent of U.S. households consume mangos. Ms. Kraushaar said that the percentage is of particular interest to the National Mango Promotion Board. In the first place, it represents a big increase from just a short time ago, when a similar survey revealed that only 23 percent of U.S. households were mango consumers. So even without promotion, the mango industry has seen a rapid rise in U.S. consumption. The board believes that most of that increase was fueled by the growing ethnicity of U.S. consumers. After all, mangos are popular among both Hispanic and Asian populations, two of the faster-growing demographics in the United States.
While 33 percent looks good compared to the 23 percent of a few years ago, Ms. Kraushaar said that it is far from the 90-plus percent penetration that mainstream items such as potatoes and tomatoes have in U.S. consumer households. That is why mango importers are excited about the potential for sales in the United States.
The 33 percent figure is also the main reason for the board's customized merchandising approach. Ms. Kraushaar said that some stores and some regions have a tremendous mango program, so they obviously need a different type of program than a retailer that is just beginning to introduce mangos to its customers. She said that some of the programs being established include in-store sampling, co-op advertising and special events to promote mangos.
Robin Lucky of VMS, the director of the mango board's merchandising effort, has five merchandisers across the United States. Ms. Kraushaar said that the annual merchandising effort has been broken down into three phases: winter, spring/summer and summer/fall. In each phase, the merchandisers will attempt to call on the major retailers in their respective areas as well as wholesalers and major foodservice operators.
"We are concentrating on the major retailers and working down from there," Ms. Kraushaar said.
The wholesaler is very important to the movement of mangos, as many retailers use the repacking service that wholesalers can provide. Reaching these wholesalers, however, is a daunting task, as there are many more of them around the country and many fly under the radar. Ms. Kraushaar said that there are only 30-40 major retailers in the country but probably well over 100 wholesalers that do a significant amount of mango business.
"As we go into new markets, we are discovering the major wholesalers in the deal," she said.
Veronica Kraushaar of VMS LLC in Scottsdale, AZ, which provides merchandising services for the board, said that five regional merchandisers have been blanketing their territories since the first of the year giving anyone who will listen a crash course in mangos. While many in the U.S. industry are well versed on what is called the "world's favorite fruit," Ms. Kraushaar said that research shows there is also quite a lack of information available to consumers and retailers.
"A survey we did shows that 70 percent of retailers would like to take advantage of a category management program," she said. This reveals that there is an information gap and that U.S. retailers are looking for it to be filled. The chains are looking for support and we are ready to offer it. We are pushing a customized program for the retailers. Whatever they need, we will help provide."
According to this longtime merchandiser, research shows that only 33 percent of U.S. households consume mangos. Ms. Kraushaar said that the percentage is of particular interest to the National Mango Promotion Board. In the first place, it represents a big increase from just a short time ago, when a similar survey revealed that only 23 percent of U.S. households were mango consumers. So even without promotion, the mango industry has seen a rapid rise in U.S. consumption. The board believes that most of that increase was fueled by the growing ethnicity of U.S. consumers. After all, mangos are popular among both Hispanic and Asian populations, two of the faster-growing demographics in the United States.
While 33 percent looks good compared to the 23 percent of a few years ago, Ms. Kraushaar said that it is far from the 90-plus percent penetration that mainstream items such as potatoes and tomatoes have in U.S. consumer households. That is why mango importers are excited about the potential for sales in the United States.
The 33 percent figure is also the main reason for the board's customized merchandising approach. Ms. Kraushaar said that some stores and some regions have a tremendous mango program, so they obviously need a different type of program than a retailer that is just beginning to introduce mangos to its customers. She said that some of the programs being established include in-store sampling, co-op advertising and special events to promote mangos.
Robin Lucky of VMS, the director of the mango board's merchandising effort, has five merchandisers across the United States. Ms. Kraushaar said that the annual merchandising effort has been broken down into three phases: winter, spring/summer and summer/fall. In each phase, the merchandisers will attempt to call on the major retailers in their respective areas as well as wholesalers and major foodservice operators.
"We are concentrating on the major retailers and working down from there," Ms. Kraushaar said.
The wholesaler is very important to the movement of mangos, as many retailers use the repacking service that wholesalers can provide. Reaching these wholesalers, however, is a daunting task, as there are many more of them around the country and many fly under the radar. Ms. Kraushaar said that there are only 30-40 major retailers in the country but probably well over 100 wholesalers that do a significant amount of mango business.
"As we go into new markets, we are discovering the major wholesalers in the deal," she said.
