Ataulfo Marketing 101

A little mango-ed in time for promoting Mexico’s yellow slipper

As Crespo Organic Ataulfo mangoes hit retail, now is the perfect time to evaluate programs and, ideally, consider growth and expansion. Our Ataulfo Marketing 101 was designed to help our customers—and the industry—do just that! Year after year, Ataulfo mangoes remain our fastest-growing varietal, fueled by unwavering consumer love and demand. Shoppers can’t get enough of their silky texture and deep, sugar-caramel flavor—and their loyalty continues to drive the varietal’s expansion. With our expertise, top-quality production, and dedicated support, the Crespo Ataulfo program is built for success. Carpe diem!

The Crespo Organic content toolset provides retailers with a comprehensive suite of creative resources designed to stimulate in-store purchases while educating and engaging consumers in the digital space. With Ataulfo mangoes now making their way to stores, their price point may be higher, but they deliver an unparalleled mango experience that continues to win over loyal shoppers.

Here are some of my favorite highlights for promoting the Ataulfo that make it truly special. (Of course, a refresher on MANGO ANATOMY 101 is never a bad idea for any varietal mango-ed!)

Here’s to Health – #MangoWellness

New research on mango varietals has confirmed that the Ataulfo mango is a powerhouse among the main varietals imported into the U.S. If mangoes are a superfood, the Ataulfo is the superhero—delivering superior nutrition and unique health benefits that marketers should be leveraging to drive consumer engagement and demand. With mango nutrition still a growing field of research, one thing is clear: the Ataulfo stands out.

Key Nutritional Advantages of Ataulfo Mangoes:

• Vitamin C Powerhouse: Contains more than 4X the Vitamin C of round mangoes, supplying over 200% of the daily recommended intake.
• Carotenoid-Rich: Higher levels of carotenoids than round mangoes, supporting disease prevention and contributing to the Ataulfo’s ultra-vibrant yellow-gold hues.
• Beta-Carotene Boost: Provides more Beta-Carotene than round mangoes and delivers over 100% of the daily Vitamin A requirement.
• Iron Absorption Support: The high Vitamin C content enhances the body’s ability to absorb plant-based iron, making Ataulfo mangoes an exceptional addition to plant-based diets and beneficial for anemics and post-menopausal women in need of iron.
• A Nutritional Standout: Ongoing research continues to uncover new benefits, reinforcing the Ataulfo mango’s dominance in the health space.

Beyond these unique advantages, Ataulfo mangoes share all the general health benefits of mangoes—gut health, digestive support, hydration, and immune-boosting properties. For marketers, this is an untapped opportunity: positioning the Ataulfo as the premium nutrient-dense mango can build stronger consumer connections, drive purchasing decisions, and elevate the overall perception of the variety.

Kitchen Prowess

It’s no secret that Ataulfo mangoes are a favorite inside the Crespo Organic Kitchen. Their unmatched texture and rich, sugar-caramel flavor make them exceptional for cooking, opening up a world of culinary possibilities beyond just fresh eating.

Our most popular recipe to date, Crespo Sinaloa Sauce, is a testament to the Ataulfo’s culinary superiority—a sauce so velvety and complex that no other varietal replicates it quite the same way. And when the Sinaloa Ataulfos are at their peak? It’s perfection.

But the magic of Ataulfos extends far beyond sauces. Their buttery, fiberless texture makes them ideal for both sweet and savory applications—blended into dressings, caramelized in sautés, roasted for depth, or pureed into soups and marinades. They even hold their integrity beautifully in pickles, ceviches, and salsas, adding a vibrant balance of sweetness and acidity to dishes.

Why Ataulfos Are a Dream in the Kitchen:

• Unparalleled Flavor Profile: Tropical, rich, and buttery with a sugar-caramel sweetness and a hint of spicy chili undertones.
• Fiberless Perfection: The only fiberless mainstream varietal from Mexico and the only organic Ataulfo imported into the U.S.
• Effortless Cutting & Prep: A small, thin pit means more flesh, less waste, and easier handling.
• Flavor Depth: More complexity and depth than other varietals, allowing it to shine in both raw and cooked applications.

For retailers and marketers, showcasing the Ataulfo’s versatility in the kitchen is an opportunity waiting to be maximized. Cross-promote with Crespo Organic Kitchen’s portfolio of recipes to inspire consumers—whether it’s Ataulfo-infused vinaigrettes, savory chutneys, mango-forward cocktails, or the ultimate mango mousse. This is more than just a great-eating mango; it’s a chef’s dream ingredient.

(And for the record, my second-favorite mango to cook with? The perfumy, tropical Haden!)

Obstacles to Overcome: Setting Ataulfo Mangoes Up for Success

I won’t sugarcoat it—selling Ataulfo mangoes successfully requires overcoming key obstacles, and no, pronunciation isn’t one of them! But with intention, education, and strong retail and wholesaler partnerships, we’ve proven that these challenges can be tackled effectively. The result? More confident consumers, higher repeat purchases, and ultimately, greater program success.

• Must be fully ripe to be enjoyed. Unlike round mangoes, which can be eaten tart, unripe Ataulfos taste bitter. If a consumer bites into one too soon, they’re often deterred from purchasing again. Point-of-sale education is critical—shoppers need to understand that wrinkly means ready and that Ataulfos should be soft and golden before eating. Sampling programs, ripening guides, and virtual support help turn first-time buyers into devoted fans.
• Wrinkly when ripe—consumers need to know this means perfection. Ataulfos get wrinkly and some would even say downright ugly. But inside? Pure, luscious, sugar-caramel perfection. New mango consumers may not understand this at first, so reinforcing #UglyFruit messaging and the idea that “It’s What’s on the Inside That Counts” is essential for moving product and boosting confidence in purchasing.
• More prone to staining—but that doesn’t affect quality. Ataulfos stain more easily than round mangoes, but this doesn’t impact the fruit inside. Proper handling and merchandising practices can help minimize heavy staining, but retailers need to communicate that surface blemishes don’t mean lower quality.
• Cutting Ataulfos is different—consumers need guidance. The Hedgehog Method that works well for round mangoes is trickier with Ataulfos due to their softer flesh and smaller, thinner pit. Alternative cutting methods should be promoted through in-store signage, digital assets, and social media. The Crespo Organic Kitchen’s cutting guides and video tutorials are valuable resources to empower shoppers.
• Ataulfo mangoes hate the cold—temperature control is critical. This is one of the biggest roadblocks to success. Ataulfos are extremely cold-sensitive, and improper temperatures can ruin their flavor and texture.
  • If stored below 55°F, their flesh turns black, and their sweetness disappears, leaving behind a bitter, unappetizing taste.
  • This is a major issue in colder regions like the Midwest, where transit routes are longer and refrigeration habits are harder to break.
  • Too often, retailers store Ataulfos in coolers set at 40°F, which destroys the fruit before it even reaches consumers.
  • If you want a successful Ataulfo program, proper temperature management is non-negotiable. Ataulfos must be kept out of cold coolers, and retail teams need to be trained on proper storage and display temperatures.

Last season, we launched the Proper Handling Practices Yield Program Success & Consumer #MangoJoy campaign, leveraging not just Crespo’s mango expertise, but also that of our strong industry partners. This campaign emphasizes transport, storage, and merchandising best practices to ensure Ataulfo mangoes reach consumers in optimal condition.

When handled and marketed properly, Ataulfo mangoes win shoppers over. Consumers who learn how to choose, store, cut, and use this varietal seek it out again and again.

 

Marketing and Merchandising

Wholesalers and retailers have a wealth of resources at their fingertips to help successfully merchandise and market Ataulfo mangoes both in-store and virtually. A well-executed Ataulfo program isn’t just about having the fruit on shelves—it’s about educating consumers, driving engagement, and creating an experience that turns first-time buyers into loyal fans.

The Crespo Organic content toolset is designed to support retailers in building excitement, overcoming obstacles, and showcasing the Ataulfo’s premium eating and cooking qualities. From eye-catching displays and recipe inspiration to digital storytelling and consumer education, these tools help retailers maximize sales and create an immersive Ataulfo mango experience.

Here’s a little Ataulfo Marketing 101 to help the process:

• In Store Ataulfo Poster – 11 X17  
• Ataulfo Specific Information- Social Media Based
• In Store Recipe Cards – Ataulfo-Centric
• Ataulfo Pronunciation Materials – Social Media – Video
• #ChooseYourCut– Ataulfo-Centric
• Selection & Storage
• Mango Nutrition– Ataulfo-Centric
• Ataulfo Centric Under The Mango Tree Posts – Product – #DontCallMeHoney
• Recipes – Video – Online
• The Mango Display
• Product Demo Tips
• Social Media Resources

Boost Mango Displays with Crespo Organic Dried Ataulfo Mangoes

Crespo Organic Dried Ataulfo Mangoes are a powerful addition to mango displays, driving sales, impulse buys, and year-round Mango Joy. They offer all the wellness, snacking, and convenience benefits consumers crave—without the ripening challenges of fresh Ataulfos.

Why They Work:

• Easy Upsell: Cross-merchandise with fresh Ataulfos to boost basket size.
• Always Ready to Eat: No ripening or handling issues—just pure, hassle-free enjoyment.
• Nutrient-Dense Snack: Naturally rich in vitamin C, beta-carotene, and fiber, with no added sugar or preservatives.
• Impulse & Wellness Appeal: Ideal for grab-and-go, snack, and dried fruit sections.

Merchandising Ideas:

• Dual Placement – In produce and snack sections for cross-promotion.
• Recipe Tie-Ins – Use Crespo Organic Kitchen recipes to inspire usage.
• Sampling & Demos – Let shoppers taste the difference.

Dried Ataulfos extend the fresh mango season and keep consumers engaged, making them an easy win for retailers.