Mango 101 Compliments of Progreso Produce

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Mango 101Compliments of Progreso Produce
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Mango Varieties
T O M M Y  A T K I N S Medium to large (16 to 24
oz.), oval or oblong shape, golden to greenish
skin with crimson blush, mild sweet flavor with
pineapple or peach notes, firm, fairly fibrous
texture.
H A D E NMedium to large (16 to 24 oz.), oval or
round shape, smooth skin that turns from green to
yellow with red highlights, overlaid by yellow
and white dots, luscious flavor, firm texture.
K E I T T Large (20 to 26 oz.), oval shape,
green skin with slight dark red blush aromatic
with berry and peach ?avor notes, very smooth
texture.
K E N T Large (20 to 26 oz.), oval shape,
greenish skin with dark red blush and small
yellow dots, vibrant juicy ?avor, tender texture.
A T A U L F O Small (6 to 12 oz.), flattened
oval shape, thin canary yellow skin, delicate
spicy-sweet flavor, buttery texture. The favorite
mango of aficionados world wide.
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Mango Varieties

• Red Varieties
• 75 Tommy
• (looks best but stringy fiber when eaten)
• 15 Haden
• 5 Kent
• 5 Keitt
• (least fiberous-best red for eating, but looks
  bad)
• Yellow Varieties
• Ataulfo (best eating)

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Field to Fork
Production All Trees Grafted Takes tree 3-4 years to reach commercial Production 1 fruit set/year At max production in 7 years Avg tree produces 2500 s of fruit/ year Tree trimmed in Y shape to allow sun to put color on fruit
Harvest Packing Fruit is hand-picked and placed in receiving bins Tree is picked three times/year Fruit is received at packingshed, washed, sized and rebinned Fruit is given a hot water treatment for 110 minutes as per APHIS requirements Fruit is set on floor for 24 hours for heat to come up and defects to emerge After 24 hours fruit is resized, waxed, packed and cooled
Shipping Receiving After fruit is cooled for 12-24 hours fruit leaves packingshed Fruit is enroute to warehouse for apprx 2 days Fruit arrives at warehouse and is sold and shipped in 1-2 days Average time from field to retail is approx 6-7 days Storage can be maintained by adequate cold chain
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Mango Ripening

• A ripe mango yields to the touch similar to the
  peach.
• Color is dependent on variety and not a sign of
  ripeness. Tommys and Hadens will turn yellow as
  they ripen, but all other varieites will retain
  their same color as they ripen.
• A fragrant scent is also an indication of
  ripeness
• Mango ripening can be sped up by warming the
  fruit.
• Consumers can ripen the fruit by storing in paper
  bags

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Mango Sourcing

• Mexico 57
• Brazil 11
• Ecuador 10
• Peru 10
• Guatamala 7
• Haiti 3
• Costa Rica 1

• US Imports
• 253,591 tons/year
• Value of Imports
• 141 million
• 8-10 major US suppliers
• 15-20 seasonal suppliers

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Mango Facts

• Most popular fruit in the worldyet widely
  unknown in the U.S.
• Consumption Per Capita 1.8 lbs
• Consumption has doubled in last 10 years.
  Primarily because of increased ethnic populations
  and education and exposure to Anglo consumer.
• The US market for mangoes in 2000/2001 exceeded
  75 million but only makes up about 1.5 of all
  fruit sales.

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Demographic Profile

• Predominant attraction to Hispanics, Asians
  African/Americans
• Socioeconomic Profile is low income w/ large
  families or high income
• Age profile is typically 45-64 either empty nest
  or mature family

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US Demographic Consumer Behavior
Frequency 0.87
HH Size 4.74
Avg Income 40,489
Avg Age 24.95
Avg Consumption 1.8 lb
Urbanization
City 50.99
Suburb 34.44
Rural 14.57
Eating Occasion
Breakfast 8.61
Brunch 0.66
Lunch 12.58
Dinner/Supper 21.85
Breaktime 54.97
Source
Store Purchased 94.70
Restaurant 1.99
Eaten At Home 87.40
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Mango Procurement

• Offer more than one variety and size to appeal to
  different demographics
• Offer small sizes in the Hispanic areas, larger
  sizes in the upper income areas and yellow
  Haitian varieties in some Asian areas.
• Green varieties (Keith and Kent) are favorites in
  the the Asian and East Indian areas

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Mango Merchandising

• Cold chain is critical for preconditioned fruit.
  Store at 48 degrees. Fruit that is not
  preconditioned should be stored at 55 degrees or
  higher to speed ripening if necessary
• Mangoes are bought in multiples of 3-4 or 6 at a
  time so sell in boxes or price by multiples.
• Mangoes sell best when large displays of ripe
  fruit are displayed. At least a 7030 ratio.
  Order preconditioned fruit
• Label or sign ready to eat fruit
• Demos and sampling are important to expose new
  consumers to the product.
• Education is important with new fruit to explain
  ripeness, flavor, preparation and more

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Merchandising Impact
Mangos
End/Promo Display vvvvv
Secondary Display vvvv
Cross Display vvvvv
POP/Signage vvvvv
Bags or Bins v
Ads in Paper vvvvv
Multiple Pricing vvvvv
Ethnic Promo vvvvv
In-Store Special vvvv
Value Added vvvv
Demos vvvvv
Key None to Low Below Average
Average Above Average Superior
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