44 • Julio | Agosto 2026 • abasto.com MAXIMIZING THE BACK-TO-SCHOOL MOMENTUM How Retailers Can Capitalize on the Mango Macro Trend Basket Value when item in Basket Basket Value when item not in Basket $120.00 Basket Value Trip Total Produce $0.00 $20.00 $40.00 $60.00 $80.00 $100.00 Produce | Fruit Mangos Total basket Value Per Any Trip ($)- Total Outlets $86.31 $91.76 $48.42 $113.89 $64.59 $45.40 76% HIGHER DOLLAR RING when mangos are in the basket BY VIOLETA MONTES DE OCA T he National Mango Board (NMB) is rolling out specialized resources po- sitioned to establish mangoes as the ultimate fresh, portable back-to-school snack. As families gear up to transition back into structured school routines over the coming months, convenience, taste, and nutrition are taking center stage in the produce aisle. So, retailers, get ready to capitalize on this high-volume period. The “Ultra” Appeal for Modern Parents Childhood nutrition remains a priority for modern parents. Retailers can capture this spend by utilizing the NMB’s point-of-sale (POS) and educational materials, which highlight that mangoes are a “one-stop shop” for nutrition. Packed with over 20 vitamins and minerals , along with es- sential fiber, they satisfy parents looking for functional benefits without sacrificing sweet flavor. The NMB cleverly coins this dual appeal as “ super-delicious and ul- tra-nutritious .” The late-summer school prep window drives a reliable surge in the value-added convenience section. According to the NMB, both whole fruit and fresh-cut op- tions thrive during this period, but they cater to different parental needs. Retailers are encouraged to expand their fresh-cut presence and cross-promote them with re- cipe ideas that extend beyond simple snac- king into daily meal occasions. Supply Pipeline and Quality Control As the market moves from August into September, the supply chain undergoes a key shift. The Mexican mango season will begin tapering off in late July, making way for imports from Brazil and other nations. The NMB reassures buyers that overall vo- lume and quality remain strong enough to support back-to-school campaignsTo maintain high quality on display during warm months, the NMB has launched an extensive digital Retail Toolkit that offers crucial guidance for produce managers, Driving Volume on National Mango Day National Mango Day on July 22 offers Hispanic and mainstream retai- lers a prime opportuni- ty to drive high-volume sales by connecting emotionally with expe- riential shoppers. Younger demogra- phics, particularly Gen Z and Millennials, show a strong appetite for flavor exploration and regional profiles. Retailers can capitalize on this curiosity by introducing diverse imported varieties and leveraging cross-mer- chandising strategies. The NMB encourages cross-merchandising mangoes outside the produce department with bakery staples, dairy, deli, and prepa- red foods, maximizing the fruit’s immense culinary versatility. SCAN HERE TO DOWNLOAD THE NMB’S RETAIL TOOLKIT (English only) such as avoiding refrigeration before fruit is fully ripe to prevent premature halting of the natural ripening process.(see QR code below for more info). A Mainstream Powerhouse The mango category has officially achie- ved mainstream dominance, climbing into the top 10 fruits in the U.S. Indepen- dent grocers. Looking ahead, the board has set an ambitious milestone: to have mangoes in every grocery basket by 2030. Nielsen’s data shows that mangos sho- ppers are very valuable to retailers – when mangos are in the basket, the dollar ring is 76% higher. • AGRICULTURAL INDUSTRY