Continental Fresh has released a free downloadable retail toolkit to help grocery stores promote its Water For All mangos, a program that funds clean water and sanitation projects in Latin America.
The Miami-based grower, shipper and importer said values-based storytelling represents an untapped opportunity for retailers looking to grow mango sales. The grower said research shows only about half of shoppers purchased a mango last year.
Traditional produce education, such as ripeness guides, demonstrations, cross-merchandising and fresh-cut packs, remains important for new consumers, the company said, but those tactics can plateau as mangos become part of shopping routines. Continental Fresh pointed to NielsenIQ research showing price volatility has left consumers feeling “tapped out,” making purchases more intentional and creating an opening for products that align with shopper values.
How the program works
“We created the Water For All because it’s the right thing to do, but it’s also the right thing for today’s shoppers,” said Albert Perez, CEO of Continental Fresh. “Many stores that stock Water For All mangos don’t do additional promotion. It leaves a lot of shoppers in the dark about the impact they can make with a simple purchase. If we share the story, we can sell more fruit and provide clean water to more people.”
What’s in the toolkit
The toolkit includes high-resolution, ready-to-print point-of-sale posters to bring visibility to the mango display; a printable fact sheet with details about the clean water effort; and pre-written social media posts retailers can share with their followers. It is available here.
Continental Fresh specializes in tropical produce from Latin America for retail, foodservice and wholesale customers across the U.S. market, and is backed by a team with more than 80 years of combined importing experience.