The mango campaign is underway in Malaga, the only area capable of producing this exotic fruit under optimal conditions anywhere in Europe. Although production is lower this year, sales have not been easy during the first weeks of the campaign due to the great supply from third countries. Brazil has shipped more containers to Europe in the same period than last year, reports Martina Otten, commercial director of Trops, the largest producer and marketer of mangoes in Spain. Around 50% of the Spanish mango production is grown by this cooperative.
"We estimate that this year we will harvest 20-25% less mango at Trops, which means a volume of around 11,500 tons, although we could probably reach 20,000 tons next year."
According to Martina, despite the supply from third countries, the programs with large distributors both in Spain and abroad are working quite well. "The short transit time between Malaga's fields and the European markets allows us to harvest the fruit at the optimum point of ripeness. We harvest, calibrate and ship the product to the customer without it having to spend long periods of time in cold rooms. The fact that the mangoes from Malaga are an exotic fruit grown in Europe and, therefore, more sustainable and with a much lower carbon footprint than overseas mangoes, generates plenty of interest,” she says.
A new hunger for mangoes in Spain
Trops, which already has more than 2,800 members, has invested heavily this year in the promotional campaign "El mango más mango" ("The 'mangoest' mango") to promote the consumption of mangoes from Malaga in the Spanish market, where the fruit still remains largely unknown, despite its great potential.
“Mangoes are well-known in the wholesale and distribution markets in Spain, but final consumers are barely familiar with them and are not yet aware that Spain has its own production at such a high level. While they are somewhat more popular in Andalusia, since they are produced in this area, outside of it the fruit is only a little better known in large cities, such as Madrid and Barcelona," says Alejandro Clavero, commercial manager for the domestic market at Trops.
"In order to address this, we have prepared a promotional campaign that will be carried out on television, radio and social media. The objective is for the Trops brand to be recognized as a guarantee of taste, texture and a great experience at all levels."
“The truth is that the campaign is having a great impact, since we have noticed a considerable increase in the demand in Spain, as reported by our customers in the main wholesale markets. Consumers are looking for the mangoes they saw on TV, for the 'mangoest' mango. In Malaga's market, for example, mango sales have quadrupled in a few weeks, and in the Balearic market we have also noticed a strong increase in sales."
"Our goal is to get Spaniards used to eating mangoes, especially in the months of September and October, which is when the Spanish mango campaign is underway. Our most representative variety is the Osteen, and also the Keitt, to a lesser extent. When we give Spaniards the chance to taste our fruit, there are very few who do not like it. We will continue exporting, but we see great potential in the marketing of the Osteen mango in Spain.”
For more information:
Martina Otten
Trops
+34 619313432
+34 952500462
martina@trops.es
www.trops.es