II International Mango Congress

Mango EMEX, the new Mexican mango quality brand

The II International Mango Congress, which was organized by EMEX (Mexico's Mango Exporters Association) and held from November 20 to 22 in Puerto Vallarta (Mexico), has set the new course for this fruit, as Mexico's mango is an undisputed leader in quality and international prestige. During the meeting, the EMEX Assembly elected Engineer Jorge Armando Celis Moreno as the new President of the export industry, which was presided over by the previous President, Mr. Francisco Javier Villegas Ontiveros.

Within this context, the association's managing director, Myrna Castro, said that “the United States continues to be our main market with more than 90% of exports. However, we are also addressing other international markets of great interest, such as Asia, Japan, Oceania, Australia, New Zealand, Europe, and South America, among others.”

We are currently working with authorities to establish the appropriate phytosanitary protocols to be able to export the Mexican mango to South Korea and China," says the manager of EMEX added.

Mango EMEX Quality brand
The Mexican mango sector defined during this event its strategy of differentiation, which is based on the creation of a collective brand. The brand was approved during the assembly meeting held in Puerto Vallarta, where they agreed the partners would authorize the Association to create this seal, which can only be used by those products that meet the quality, safety, social responsibility, and sustainability requirements set for it.

“Now, we are working on the requirements through the integration of the Regulatory Committee, which will regulate the use of this brand. We hope we can implement it starting next year. The brand is going to be called Mango EMEX, ”said Myrna Castro, the manager of the association.

Short and medium-term challenges
The congress served as a platform to champion the promotion, internationalization and international expansion of Mexican mango. It also served to discuss the short-term challenges of the group, such as continuing to work on the fruit's quality, consolidating a quality standard for the Mango EMEX brand, standardising it among all partners and, subsequently, looking for value-added presentations for Mexico's mango.

“We need to increase the value of our fruit in consumer markets and we will achieve this by meeting the demand of consumers, whether it be regarding the quality or varieties that consumers are looking for. We must bear in mind that Mexico is not the only supplier of mangoes worldwide, so we have to compete with other countries. We must find value-added formats, not only for fresh mango but also for industrialized mango; we have dehydrated mango, concentrated mango for juices, etc.,” Myrna Castro stated.

The top priority is consolidating quality
The future path for the Mexican mango must first focus on consolidating food quality and safety. The partners of EMEX are very professional companies that have an extraordinary international vocation and are very aware how is vital it is to establish commercial strategies that lead to the opening and consolidation of new export markets, betting on commercial diversification, and thus achieving added value for producers.

Currently, the mango sector is in a stage of international expansion, and its dynamism and professionalization are undoubtedly the keys that will strengthen it much more and will help it to continue succeeding commercially throughout the world, improving its competitiveness and economic profitability.

For more information: www.mangoemex.com 

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