25th Annual Masters of Merchandising: CIRULI BROTHERS, LLC

MANGOS

Mangos continue to gain traction across U.S. produce departments, supported by expanding import volume and rising shopper familiarity. With dependable supply available year‑round, retailers have the opportunity to drive display traffic and increase purchases with stronger mango sales. Today’s consumer expects flavor, convenience, and clear variety cues. When merchandised with intention, mangos deliver all three. Whether shoppers gravitate toward creamy and candy‑flavored Champagne® mangos, large green‑skinned slicing fruit, or ripe and ready-to-eat options, a well‑built mango display encourages interest, a passion for something nutritious and great‑tasting, and repeat purchases.

UNDERSTANDING TODAY’S MANGO SHOPPER

Shoppers engage most when they can quickly identify their preferred flavor profile, size, and ripeness level.

• Offering a curated assortment—varietals, multiple sizes, bulk and packaged options—invites shoppers to mix, match, and explore.

• Providing fruit at different stages of ripeness also meets two core needs: “enjoy now” and “ripen at home.” This simple step reduces missed sales and foments customer satisfaction.

• Display-ready packaging further streamlines displays and improves presentation, with abundant, clean, and accessible arrangements that can also help educate consumers about the world’s most popular fruit.

YEAR-ROUND OPPORTUNITY

Available year‑round, mangos are supported by steady import volume from Mexico, Peru, Brazil, Ecuador, and other countries.

• Increased volume provides consistent promotional windows, even beyond traditional peaks.

• More supply deepens assortments, multi‑price strategies, and stronger category positioning.

• Retailers have more resources (and supply) to build a quality mango culture that drives repeat purchases.

FLAVOR STARTS IN THE FIELD

A quality mango program begins long before the fruit reaches the store. Ciruli Brothers follows nature‑driven orchard practices—balanced pruning, natural bloom cycles, and careful harvest timing—to ensure fruit ripens fully on the tree. This results in consistently high brix, balanced acidity, and the fragrant, memorable flavor shoppers associate with a premium mango. Uniform grading and display-ready packaging further ensures every box arrives market‑ready, supporting strong sales and consumer satisfaction.

MERCHANDISE INTENTIONALLY

• For more effective merchandising, build displays in high‑traffic zones

• Build large and abundant displays that include bulk fruit, grab‑bags, or display‑ready box sale units

• Keep fruit accessible yet avoid excessive stacking which leads to damage and shrink

• Highlight varietal differences through signage or simple flavor descriptors

• Promote combinations or multiple-unit purchases by highlighting varieties, flavor, and size

• Do not mist or refrigerate mangos – follow supplier handling best practices

• Cross‑merchandising remains one of the strongest levers for category growth

• Fresh‑cut, seafood, poultry, meat, salsa kits, stone fruit, and even cocktail‑friendly items all boost visibility and lift mango promotions

CIRULI BROTHERS, LLC
CiruliBrothers.com
ChampagneMango.com
info@cirulibrothers.com