The elevated shopping experience & #MangoJoy
This year’s top food trend, which appears on nearly every food sector trend list, is, in my opinion, the culmination of many past trends finally converging. It’s also the most meaningful trend I see for mangoes—and one that truly excites me and one I plan to keep chasing: the growing emphasis on making every moment of the shopping journey more meaningful. It also just happens to be the perfect embodiment of #MangoJoy.
This trend signals what many of us have known for a long time: the shopping experience has evolved, and shoppers continue to want more from the overall experience. It’s no longer just about purchasing a product at a reasonable and fair price; it’s about creating personalized, immersive shopping experiences that ignite and engage all the senses. Shoppers are seeking more than just products—they want tailored recommendations, interactive displays, and educational content that deepens their connection to the products they purchase. They want an experience in the store, surrounding the product and display and even long after when they are home.
From live demos and tastings to digital tools and technology offering personalized suggestions and transparency about sourcing, the trend makes shopping feel like a journey. As the landscape becomes more competitive and shoppers are increasingly mindful of their spending, retailers are responding by investing heavily in enhancing the shopping experience, in leveling up the playing field.
Retailers like Schnucks and Walmart are reimagining store designs with experience front and center (just like Wholefoods has been doing for years) and investing more resources into creating a more efficient and engaging shopping experience, especially in their produce departments. Even Kroger, having moved on from the Albertsons merger, is now focusing on store expansion and revamps, with consumer experience at the forefront. I’ll pause here to give a shoutout to the smaller, organic-minded retailers like New Seasons Market’s, Healthy Living Market and Murphy’s Fresh Market, to name a few who’ve embraced this trend (and cultivated lots of #MangoJoy in doing so) long before the big players caught on.
Produce departments everywhere are expanding and getting more recognition for the powerful drivers and sales collectors they are. We see more space dedicated to larger displays, fruit and vegetable butchery, and more products not typically associated with produce but enviably produce, like dried mangoes, herb pastes and freeze-dried fruit chips taking up more of the newly dedicated space. Fruit and vegetables are more popular than ever in every form. More importantly, there is a growing emphasis on enhancing the overall produce experience—one of the main attractions of any retail store—to make it even better and more engaging.
We have begun to see an increase in additional space allocated to showcase information about local growers and sustainable farming practices accompanied by bigger more theatrical displays. There is a general “farmers-market” feel emerging in many stores that I adore, and it’s premised by expanded displays outdoors at the store entrance- making a grander invitation of entrance. At the threshold of entrance you can’t help but feel the power of produce.
If you’ve been following my journey with mangoes, you know I’ve been championing the idea of an immersive mango experience for years. For me, it’s the essence of #MangoJoy—building a connected, interdependent, and evolving system that thrives year after year for both farmers and mango shoppers.
In my opinion this trend is really about creating connections-between the fruit, its journey, and the eaters. From “orchard to table,” and retailers play a pivotal role in fostering these connections, building better experiences at the point of purchase—experiences consumers want to repeat again and again. The experience everyone is looking for, as I see it, stems from authenticity and a sharp focus on every detail by everyone in the line of supply. In mango terms, that means ensuring every step of the journey—from orchard to table—is aligned with expert precision and transparency. It’s not easy, but this is where true #MangoJoy is born—through a sustainable, meaningful relationship between producers, retailers, and consumers, all acting in concert to create something special for shoppers, or in our case, mango lovers.
This year’s trend of elevated consumer experiences is expected to drive substantial growth and loyalty, and it’s at the heart of what we’ve been building with Crespo Organic Mangoes over the past 10 years. Not to toot my own horn, but The Crespo Mango Experience has become the model for turning quality, flavor, commodity expertise and storytelling into unforgettable consumer experiences. One that we plan on evolving, attempting to perfect and having fun with for years and years to come.
Recently, I’ve been thrilled to see more and more retailers and industry folks echoing similar sentiments. Fresh Thyme Market nailed it with their “MANGO EVERYTHING” trend, and I couldn’t agree more with the emphasis on curating personalized shopping experiences. Whether in-store, through social media, or e-commerce, the need to create a tailored journey for shoppers is everywhere.
Ashley Nickle, host of The Produce Podcast, has been a true trendspotter for this trend, sharing compelling examples over and over of how stores are prioritizing unique, memorable, and traffic-driving shopping experiences. One standout example was Central Market’s holiday display, which truly embodied a wowing retail holiday experience.
One of the most influential people in this space, in my opinion (but I think we can all agree) is Brian Dey of Four Seasons Produce. I am incredibly excited to see what he accomplishes with the industry momentum backing this trend. He’s been a critical partner in shaping our Crespo Organic Mango Experience over the past decade, always pushing the boundaries of what we can do in-store and beyond. Brian’s vision of “retail theatre” has become integral in our approach to showcasing mangoes, focusing on making every shopper’s encounter with our mangoes feel special and unforgettable.
This is what makes the elevated shopping experience trend so compelling—creating a journey that goes far beyond simply buying a piece of fruit. It starts at the source and remains exemplary all the way to the shopper. Achieving this requires exceptional quality at the growing level, logistical precision, a deep understanding of consumer demographics, commodity and culinary education, and a vision for design and functionality that operates within the realities of budgets and constraints.
It demands expertise at every link in the chain, along with genuine appreciation and gratitude for all the connections. It’s about mastering the micro-details—like aligning mango varieties with trending recipes, tailoring flavor preferences to specific cities and regions, and connecting health movements with the superfruit narrative. All of this comes together in bold, eye-catching displays supported by virtual education and interactive experiences.
What is the secret to our successful Crespo Organic Mango Experience?
Growing & Packing Expertise
Our slogan, “We are the mango experts,” reflects our mission to lead the industry with a focus on quality and flavor in both growing and packing. We understand that our true customers are the consumers, and we’re committed to providing them with the best.
Avant-Garde Thinking
We believe expertise must be challenged to grow. By thinking outside the box and never settling for the status quo, we continuously expand our varietal offerings, flavor profiles, and technological innovations. This approach isn’t just about satisfying consumer demand; it’s about adapting to climate change, food safety regulations, and an ever-evolving market. Agility and innovation are essential to staying ahead.
Supply Chain Ownership & Responsibility
Unlike the outdated brokerage systems of the past, our direct trade model allows us to take full ownership of the supply chain, ensuring we manage the variables we can control with our expertise. This responsibility drives our commitment to quality and consistency.
Strong and Educated Retail & Wholesale Partnerships
We build strong, educated relationships with both retail and wholesale partners to ensure the right timing, quality, and consumer experience, making sure that our mangoes reach shoppers at their best.
Engaging, Vibrant Displays
Collaborating with retailers to showcase a variety of mangoes at different ripeness levels, we create bold, vibrant displays that capture attention. These are complemented by informative and attractive packaging, QR codes, and display props offering a range of interactive insights on choosing, storing, and using mangoes. As well as the Crespo family story and Mexican culture insight. With demographic-targeted recipe inspiration and easy-to-recreate ideas, we ensure shoppers can connect with the product in meaningful ways at every touchpoint.
Free-Flowing Educational Content
We provide authentic, relevant insights on mango varieties, sustainable farming practices, and culinary uses, empowering consumers to deepen their understanding and appreciation for mangoes. Taking responsibility for the accuracy and research behind this content, we ensure it’s useful and informative for shoppers. Additionally, we share this knowledge freely with our customers and the industry to foster broader education and collaboration.
Tasting and Demonstration Opportunities
We offer hands-on experiences both in-store and virtually, allowing shoppers to taste a variety of mangoes and explore perfect food pairings. These tasting opportunities not only create a memorable and interactive shopping experience, but also help consumers discover their preferences in terms of varietal textures, ripeness levels, and flavor profiles. Consumers can also ask questions in real-time to our experts, gaining personalized insights and advice. By engaging the senses and providing expert guidance, we empower shoppers to make informed choices, driving both sales and customer loyalty.
Summer Mango Mania
Our Summer Mango Mania promotion is designed to excite and satisfy the summer craving for sweet, juicy mangoes. As shoppers seek the seasonal reward of mangoes, we pair our peak supply with this peak demand, ensuring displays are bold, vibrant, and full of energy from the start of summer all the way through fall. With creative culinary events, interactive experiences, and seasonal deals, we keep the excitement alive throughout the season. Our goal is to educate, excite, engage, and entice, creating a lasting connection to our sweet, organic mangoes while promoting sustainable farming and celebrating the culture behind each fruit. This promotion builds trust with consumers, allowing us to take on more risk and go further in deepening the experience for everyone involved.
Engaging Storytelling from Orchard to Table
Our storytelling brings the journey of each mango to life, from orchard to table, creating an authentic narrative that connects shoppers to the heart of our produce. By highlighting the farmers, sustainable practices, and the culture behind every mango, we foster trust and build deeper relationships with consumers. This engagement extends beyond the store, drawing shoppers in both in-store and digitally with compelling stories that resonate and invite curiosity. As we share this transparent journey, we not only create an emotional connection but also allow our community to grow together, building trust and loyalty through every mango. Consistency in our brand, both voice and style is key.
Interactive Commodity and Culinary Education
As commodity experts, we go beyond simply offering mangoes; we empower consumers with valuable insights on how to fully enjoy the product, an area many others overlook. Through QR codes, social media and digital tools, we provide detailed information on mango flavor profiles, health benefits, and recipe versatility. Our goal is to give shoppers the knowledge they need to explore new and creative ways to incorporate mangoes into their meals, whether through unique pairings, cooking tips, or innovative serving ideas from real culinary experts. In an era where the consumer experience is paramount, offering this culinary wisdom allows us to deepen engagement and enhance the overall enjoyment of mangoes, creating a richer, more meaningful connection with our products.
Cultural Connection
Our cultural connection goes beyond celebrating mangoes; it’s about sharing the deep roots of the Crespo family and the vibrant Mexican community where we live and work. By emphasizing the heritage, significance, and traditions of mango cultivation, we foster a deeper bond with shoppers, inviting them to experience not only the fruit but the culture behind it. This initiative honors the people who grow and harvest our mangoes, showcasing the stories of the people who contribute to our success. By connecting consumers to the culture and values that shape our product, we build trust and understanding, enriching their experience with every mango.
Smart Social Media Integration
We use social media as a platform to educate and exchange ideas, not necessarily to sell. Through recipes, fun facts, and insightful educational content, we extend engagement across various platforms, ensuring mangoes stay top-of-mind with consumers. Our focus is on being leaders in sharing knowledge, offering valuable insights into everything from mango varieties to sustainability practices. We also actively engage with the industry, particularly on LinkedIn, to foster dialogue, share innovations, and collaborate on new ideas. By prioritizing education and open exchange, we aim to create a deeper, more informed connection with our audience and inspire others to join the conversation.
Interactive and Immersive Shopping Experiences
We believe that every display, regardless of size, should offer more than just product—it should create an experience. Our interactive displays and in-store events, like mango tastings and cooking classes, invite shoppers to engage with mangoes on a deeper level. QR codes, display bins, and signage tell the story of the Crespo family, from the mango flower to the ripe fruit, highlighting the care and craftsmanship behind each mango. We offer on-the-spot expertise in varietals, recipe suggestions, and more, ensuring every shopper has the opportunity to learn, taste, and connect. With great prices and an even better experience, we transform the act of shopping into an immersive, educational journey into the world of mangoes.
Personalized #MangoJoy
Through data-driven insights and retailer collaboration, we can surgically tailor our marketing efforts to meet the specific tastes and preferences of diverse demographics. By understanding local trends, cultural preferences, and shopping behaviors, we curate selections, tastings, and pairings that resonate with each community. This allows us to craft a personalized experience for shoppers, helping them discover their perfect mango joy while reinforcing a connection to the product. Whether through targeted in-store displays or localized promotions, we ensure that each consumer feels engaged, valued, and excited to explore the world of mangoes in a way that feels uniquely theirs.
As this is the year mangoes are set to transcend flavor, the Crespo Organic Mango Experience offers an immersive, joyful journey that goes beyond just a better mango-buying experience. It creates a memorable in-store ( and beyond) experience where #MangoJoy transcends all departments, boosting the sales of products across the store. #MangoJoy has that power!
As for how I plan to contribute to “the experience” in the year ahead, you can expect some exciting new additions, like a (summer-only) Under The Mango Tree podcast where I’ll dive into all things mango, from orchard to table- expect the unexpected here. You’ll see lots of new mango-recipes as I reignite my passion with a move back to CA where innovation and creativity grow on trees. Mango Tasting Pop-Ups in the Bay Area and on the East Coast will be thing. Our Mango Higher-Ed sessions for produce departments will move to Zoom for greater accessibility, and we’re also planning some creative industry and consumer tastings of several varietals at once. Our annual Webinar gets a bigger audience this year. A mango-themed supper club is on the horizon, and of course, Brian Dey and I are making big plans with some of our favorite Four Seasons retailers!
Happy New Year!
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