Holland: In-store Promotion of Pakistani Mangoes at Hanos

The Commercial Wing of the Embassy of Pakistan and Pakistan Horticulture Development & Export Company in collaboration with Hanos Group, organized a daylong tasting campaign of Pakistani mangoes. An impressive display of mangoes was set up next to the store entrance. Mango cubes and delicacies made from Pakistani mango were made available for tasting throughout the day for customers visiting the store.

The objective of the in-store promotion was to organize an interactive campaign at Point of Sale (POS) to introduce Pakistani mango to the Dutch consumers.

Muhammad Ashraf, Commercial Counselor of Pakistan and Mr. Michelle, Director of Hanos, co-inaugurated the mango promotion in a simple but impressive ceremony. Speaking on the occasion, Mr. Michelle stated that Hanos had introduced Pakistani mango in the assortment of their Hanos branch in 2011. Due to a good response the company decided to extend the product to 10 more stores during the current year.

In a statement from the Hague, Muhammad Ashraf, Commercial Counselor stated that Pakistani mango was fast increasing its presence in the Dutch market and trade office was making all out efforts to ensure the product a place in the mainstream market.

For the last four years, there has been a four-pronged strategy to export the taste of Pakistani mango to the Dutch consumers. The strategy includes: push marketing in the trade channels through annual B2B mango events; pull marketing through tasting campaigns amongst the Dutch consumers; ensuring availability of mango at more than 150 retail outlets; and consolidating the ethnic consumer segment.

Hanos was identified as the best chain for the promotion of Pakistani mangoes in the Netherlands, due to their links with hotel chains and restaurants.

The in-store promotion at Hanos was part of a comprehensive mango promotion campaign organized by the PHDEC and Pakistan trade office in the Netherlands during the current mango year. An exhibition of Pakistani mangoes was organized at Rotterdam on 4th July; a delegation of Pakistani mango growers is visiting the Netherlands this week; the first commercial marine shipment of mangoes has also arrived the Netherlands this week and a point-of-sale marketing campaign has been organized at Hanos Amsterdam.

Pakistani mango exports to the Netherlands have increased by 173% during the last three years.

For more information:
Muhammad Ashraf
Embassy of Pakistan (Netherlands)
Tel: +31-70-3625075
Fax: +31-70-3658474
[email protected]