The Guimarra Companies, the first importer on record to receive Australian mangoes into the US, feels there is a ‘good opportunity’ to market the sweet, quintessentially Australian fruit to US consumers. “We worked with our retail partners to help them develop customized marketing materials. The materials included bright colors and imagery emphasizing the mangoes unique origin and excellent flavor,” notes Craig Uchizono, the company’s Vice President for the Southern Hemisphere. Grower One Harvest partnered with Guimarra to export one of the most colourful mango varieties available in Australia, Calypso, for trials in California and Texas, in February.
Customers enjoyed the flavor profile, and there was positive feedback received from in-store demonstrations and questionnaires supplied by the Guimerra marketing team, according to reports. The appeal is more to do with where the mangoes come from, as opposed to the particular varieties available, according to Mr Uchizono. The focus will be on supplying consumers with more of the ‘back story’ of where Australian mangoes are grown, as well as focusing on the colour and flavor profile, he confirmed.
There are a number of retailers interested in Australian mangoes, according to Mr Uchizono, and there should be more commercial volumes heading to the US to satisfy demand next season, according to him. “The mangoes are a great fit for a variety of retailers, and the time period (October through March) offers ample opportunities for promotion ideas not previously explored in the mango category,” he said. There is currently a three year trial period underway, and the Australian Mango Industry Association is planning to make up to one million trays per year available for export.
