Marketing mangoes

Friday, 29 July, 2016

Marketing mangoes

Perfection Fresh Australia has purchased the exclusive sales and marketing rights to the Calypso Mango and has plans to increase consumption of the fruit both domestically and internationally.

The acquisition, from OneHarvest, will establish Perfection Fresh Australia as one of the country’s leading mango marketers, responsible for more than a third of Australian domestic mango industry sales.

The family-owned fresh-produce company has marketed mangoes for more than 30 years with a portfolio that also includes Kensington Pride, Pearl, Keitt and R2E2 mango varieties.

Perfection Fresh Australia Chief Executive Officer Michael Simonetta said it was an exciting acquisition with benefits for our mango growers, retailers and consumers.

“OneHarvest and the Calypso grower network have done an outstanding job establishing the brand and we look forward to continuing to build consumer awareness and increasing product consumption in Australia and abroad,” said Simonetta.

“We are thrilled to bring Calypso Mangoes into our family of products and brands and will work closely with the Calypso grower network and supply chain to ensure we deliver a consistently high-quality product with full season availability for the major chain stores and independent retailers.

“We plan to drive sales with tailored and targeted consumer campaigns focusing on the unique attributes of Calypso Mangoes and the health benefits of consuming mangoes.

“Calypso Mangoes are known for their vibrant colour, greater amount of flesh providing more mango and less seed, longer shelf life and delicious flavour.

They are grown in the northern regions of Australia by a dedicated network of growers.

Ten million kilograms of Calypso Mangoes were sold last season with a significant increase expected this season.

Simonetta said while the primary focus was to support the domestic market, the company also planned to significantly increase export sales.

“Exports currently account for 7% of total Calypso Mango sales and we are aiming to double export sales over the next three years,” said Simonetta.

“There are massive export opportunities particularly in South-East Asia, the Middle East and the US, and Perfection Fresh Australia is well positioned to capitalise on these growth opportunities.

“In pursuing export growth, we also will explore opportunities to expand Calypso Mangoes internationally, paving the way for the establishment of plantings in other continents.

This will generate cross-seasonal sales opportunities for our Australian growers.

“Mr Simonetta said the acquisition was strongly aligned with Perfection Fresh Australia’s commitment to providing consumers with high-quality and great-tasting fresh produce through investment in production, protected cropping, exclusive varieties and fresh value-added processing.

It will add to Perfection Fresh Australia’s existing extensive portfolio of exclusive fresh produce varieties including Broccolini, Qukes, Vine Sweet Minicaps, Kumato tomato & Berry Perfection raspberries and blueberries.

OneHarvest Managing Director Sam Robson said they had sold the Calypso Mango marketing rights to focus on their core business of fresh cut salads and meal solutions.

“We’re thrilled Perfection Fresh Australia, with its strong experience in driving unique fresh produce brands like Broccolini and Qukes, will carry on the exciting growth of the Calypso Mango brand and sales,” said Robson.

Perfection Fresh Australia will take over the Calypso Mango marketing immediately, ahead of the mango harvest season expected to commence in September.

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