Maturing crops set to meet growing global demand for the distinctive Australian brand
Premium Australian mango brand Calypso is expecting a boost in export volumes this season as it records increasing global demand alongside blocks of younger plantings coming into maturity.
“As an increasing number of consumers become aware of the exceptional quality of Calypso mangoes, we are seeing a growing demand for supply year on year,” explains Samantha Frovlov, category manager at Perfection Fresh who have the exclusive rights to grow and market Calypso mangoes.
“We are forecasting an increase in volumes across all our target markets again this season and plan to expand our customer base by introducing custom packs as a complementary offering alongside our loose fruit range.”
In addition to expanding its offering with existing partners, the mango marketer will also explore opportunities in new markets.
“New Zealand, Singapore, Hong Kong, China and Korea continue to be our key focus due to their proximity to Australia, strong appetite for tropical fruits, and the growth potential for branded Australian produce,” Frovlov explains. “We will also be exploring opportunities in Canada, the Middle East and the UK as part of our broader market development strategy.”
This expansion strategy will again be supported by market-specific promotions designed to resonate with local consumers and retail environments.
“This includes targeted sampling and demonstration activity to drive trial, alongside impactful in-store activation that highlights Calypso’s sweet, juicy and tropical flavour and ease of eating and preparing,” says Frovlov. “Our focus is on helping shoppers discover what makes Calypso mangoes unique, while building strong brand visibility and value throughout the supply chain.”
In previous years, promotions have been well-received, often reaching consumers who had never purchased mangoes before.
“The general feedback from both retailers and consumers has been very positive,” says Frovlov. “Consumers particularly love the vibrant colour and sweet, tropical taste of Calypso mangoes, with some retailers reporting that consumers are now specifically seeking out the variety when purchasing mangoes.”
This article appears in the upcoming edition of Asiafruit Magazine. For more coverage on Australian mangoes, subscribe HERE.
