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: firstname.lastname@example.org or 0417 001 253.