The National Mango Board honored Wegmans as the 2019 Mango Retailer of the Year during its Annual Mango Industry Reception on Oct. 18 at PMA’s Fresh Summit Convention & Expo in Anaheim, Calif.
Present at the ceremony were Wegmans Produce Category Merchant Mary Zink, members of the Wegmans produce team, mango industry leaders and several NMB board members.
The Mango Retailer of the Year award identifies retailers that go above and beyond to offer strong consistent support to the mango industry and deliver outstanding mango promotion results. Wegmans Food Market Inc. was selected from more than 100 retailers that partner with the NMB across the U.S.
The New York-based retailer has excelled in promoting and highlighting both whole and fresh-cut mangoes via integrated retail marketing, including Knowledge Based Selling, expanded displays, demos, recipes and social media.
Wegmans has promoted mangoes year-round using KBS and with an emphasis on unique and creative in-store displays that attract and educate customers. They highlight fresh-cut mango side-by-side with fresh whole mangoes, a tactic that has proved extremely successful in driving sales.
This year, promotions during the first half of the year saw Wegmans surpassing its sales goal for mangoes by 20%.
The grocer’s winning KBS strategy prepares team members with in-depth knowledge about mangoes, including recipes, pairings, equipment needed for demonstration stations, how to serve and more. This empowers the Wegmans’ team to be master storytellers when speaking to customers.
Another major factor influencing the growth of mango for Wegmans was the introduction of product ripening.
In 2017, Wegmans worked with the NMB to establish an in-house mango ripening program, ripening mangoes at all their warehouses. All fresh-cut mango is cut in-house using ripened product. They highlight this “ripe and ready” advantage on signage and displays in-store. Combining quality ripe mangoes with an empowered sales team has proven to be key in driving repeat purchases and impressive results for Wegmans.