Birmingham-based importer Minor, Weir and Willis (MMW), the UK's biggest handler of fresh mangoes, is taking a number of creative steps to widen consumption in the UK.
A major supplier to Sainsbury's, MMW is expecting more in-store tastings like the one held in association with the West Australian Government at the JS Cromwell Road store in December, which highlighted the Kensington Pride variety.
Chris Abram, fruit category manager, says that it is one of raft of ideas to drive the fruit into a wider audience. The good news is that based on TNS figures the total mango market last year rose by some 30 per cent, valued at £32 million at retail with an increased new consumer penetration of 5.2 per cent.
Abram this week announced a first-time fruit trade initiative with billboards appearing at 10 televised rugby league "Super League" matches adjacent to Sainsbury's own billboards. These will encourage consumers to "Tackle a Mango Today" and feature Bradford Bulls’ Jamie Peacock, the 2003 Super League “Man of Steel”.
Abram also believes that there are big opportunities to link mangoes to associated food products. From this Sainsbury will be stickering fruit advertising a new branded mango dessert, and there are plans afoot to strengthen this link with branded goods.
"We have a responsibility to be innovative with our marketing, as there is a great untapped potential" he said. "If we can convert new consumers to the stunning virtues of mangoes then they'll buy more and eat more. How they first taste the fruit is not important as long as it's a positive experience."
Looking towards the future supply situation Abram said that there will be substantial volumes coming forward over the next three months from key MMW supply sources in South Africa and Puerto Rico.
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