How can you get shoppers to pay $8 for a mango?
For Australian mangos, it’s all about the “amazing” eating experience, says Marie Piccone, managing director for Manbulloo Ltd., a Queensland-based grower whose Kensington Pride-brand fruit is imported to the United States by the Giumarra Companies BB #:113366 “Manbulloo has been exporting Kensington Pride for many years, and the results suggest that the amazing eating experience makes them worth every cent,” Piccone says. “Consumers base their decision to buy on the experience rather than buying the cheapest.”
Australian mango imports have gained a lot of ground since being approved in February 2016, but Piccone has been exporting premium fruit to places like Japan, South Korea, China, Hong Kong, Singapore, Russia, the United Kingdom, and the European Union for years. Volumes start to pick up in October and run through February.
“Our experience in these markets shows that Australian mangos could never compete for market share and consumer loyalty or sales based on being a low-priced offer,” Piccone says. “Australia has a high cost of production in agriculture as our cost of labor and inputs to grow and harvest the mangos are among the very highest in the world.”
The air freight, and treatment protocols like irradiation, also contributes to the cost, but the flavor and eating experience are worth it, says Michael Sockett, produce manager for Gelson’s Markets BB #:113119 in the Los Angeles area.
“People walk into the store and they go ‘ooh, look at these,’” he says. “Then they look down and see the price point and say, ‘what is this?’ Then we cut it up and start sampling and it’s sold.”
Sockett says people continue to ask for them months after they were available in the stores. “There’s nothing like it,” he says. “We were selling crazy numbers.”
Sockett says he challenges his produce clerks to do hand sampling, and will cut them for consumers in-store, on demand, during demonstrations, like guerilla “produce butchering.” The success at Sockett’s Gelson’s location prompted the company to expand the program to other stores in the Encino, CA-based company’s lineup.
The success got the attention of Giumarra’s western business director Kellee Harris, who nominated Sockett for a United Fresh Retail Produce Manager Award. Sockett received a grand prize in June for his efforts.
Piccone says she’s seen her export volumes to the United States grow steadily as more retailers recognize that the exceptional eating experience is worth it. “We appreciate that it takes time for retailers and consumers to experience our mangos and gain confidence in how to handle, merchandise, and eat them.
“Our experience in all our global markets is that we’re competitive and in demand because consumers are willing to pay for flavor, quality, and a great mango experience,” Piccone says.
