Collaborating to create a future worth celebrating—look how far we have come

Our initial three year marketing plan is now complete and the mango industry has much to celebrate. Over the past three years we have united in our quest to deliver a mango experience that meets and exceeds consumer expectations and in doing so we have significantly changed the value and importance of the mango category.

The mango industry has created a future that now looks very big and very bright. As we move to the next three years, it is worth pausing and taking a moment to reflect on some of the highlights in our journey to date.

  • Whole of industry—growers, wholesalers, exporters, importers and retailers, aligned to a shared vision and an overarching plan; the Australian Mango Industry Wheel of Velocity and Momentum.
  • All stakeholders actively using the weekly forecast for capacity planning and decision making.
  • Widespread adoption of the Australian Mango Industry Quality Standards for visual and maturity standards by growers and retailers in both domestic and export markets.
  • Exciting and engaging communication and events including; the biennial conference, pre-season and post-season grower roadshows, Mango Matters (quarterly magazine), The Slice (monthly newsletter—out of season); My Mango (weekly newsletter—in season), and retailer work in progress meetings (WIPs—in season).
  • Export volume grew by 38.6% and value grew by 51.4%.
  • Domestic volume grew by 18.4%.
  • Domestic average price grew by 18.1%.
  • Growth in domestic volume and price resulted in a value growth of 40% versus the total fruit category growth of 20% over the same period of time.
  • Achieved significant growth in loyal customers with ‘wedded’ buyers accounting for 15% of all mango households in 2016 versus 11% in 2013.
  • ‘Wedded’ buyers purchased 44% of all the mangoes sold; purchased on average 10.6 times, and paid a higher average price for the mangoes they purchased.
  • An additional 591,000 new households were attracted to the mango category.
  • 260,000 new households became ‘wedded’ buyers.
  • The segment of ‘wedded’ buyers achieved the highest increase in households with an increase of 54%.
  • The mango category achieved a significant increase in price for multi-buy promotions.
  • Supermarkets significantly improved their mango offer with 70% of consumers in February 2017 making their most recent mango purchase at a supermarket versus 65% in 2014.
  • Mango catalogue and newspaper advertisements went from a total 69 in 2014 to an extraordinary 215 advertisements in 2017—an increase of 212%.

Congratulations to all of you, for your contribution to a successful three years. We look forward to working with you again this season and into the future!

For more information contact Treena Welch at AMIA: marketing@mangoes.net.au or 0417 001 253.