Mango Promotional Toolkit Released by Continental Fresh

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. 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, they 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.

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Albert Perez, CEO of Continental Fresh, said, “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.” Many stores that stock Water For All mangos don’t do additional promotion, which leaves a lot of shoppers in the dark about the impact they can make with a simple purchase.

If they share the story, they can sell more fruit and provide clean water to more people. 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.

The toolkit is available here, and Continental Fresh specializes in tropical produce from Latin America for retail, foodservice and wholesale customers across the U.S. market. The company is backed by a team with more than 80 years of combined importing experience.

As shoppers become more intentional with their purchases, the Water For All program could potentially resonate with them, and the toolkit may help retailers capitalize on this trend. By highlighting the program’s benefits, retailers can attract customers who are looking for products that align with their values.

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According to the report, the Water For All program funds clean water and sanitation projects in Latin America. By supporting the program, shoppers can make a positive impact with their purchases.

Continental Fresh’s decision to create the toolkit may help increase sales of Water For All mangos, as well as raise awareness about the importance of access to clean water.

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. The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967,