Maxxing Crespo Organic Mangoes

Disclaimer: This post is a promotional marketing post created as part of my work with Crespo Organic Mangoes.

Maxxing Mangoes = don’t just have the program — work the program

In the context of mangoes—and more specifically Crespo Organic Mangoes—“maxxing” means making the most of your mangoes by being purposeful about the direct-trade relationship from orchard to table. It’s about utilizing the full spectrum of creative and reliable resources designed to stimulate and entice mango lovers and organic shoppers, both in-store and virtually. It’s not just the fruit itself, pricing, or quality, but how those elements—when aligned with Crespo’s unique robust merchandising toolset, amplified by reliable, useful culinary and commodity education—create the best possible mango experience, from the shopping moment to the eating or cooking experience. #MangoJoy is the result of fully maxxing the Crespo Organic Mango program, and now we begin the season-long education on how to optimize it.

Maxxing Mangoes is a monthly series built around treating the Crespo Organic mango program as a system you actively optimize—not just a product you carry. It’s about pulling every advantage out of the program, adjusting how you use it as conditions and timing change, and being deliberate rather than default, this after all is what consumers want more than anything, full value.

This series shows retailers, month by month, how to move through the full Mexican season—region by region, across shifting climate patterns and varietal changes—while using the Crespo Organic Mango program at its highest potential. It’s about consciously activating the program’s built-in strengths—varieties, timing, education, merchandising, and continuity—instead of letting it run on autopilot. It’s behavior, not just supply.

Each month, my team and I focus on a different way retailers can extract more value from the same program: sensory appeal, varietal focus, education, wellness, demos, Summer Mango Mania, or how to extend the season into a back-to-school dried mango extravaganza. Maxxing Mangoes is simply intentional activation—fed by education, aligned with timing, and driven by the trend that continues to outpace all others: experience.

 

Crespo Organic mangoes are not meant to sit quietly in a set. They are meant to be seen, touched, cut, tasted, learned, talked about, cooked and eaten.

Sustaining  #MangoJoy and mango sales all season long comes from working within the full rhythms. The Mexican mango season is a long one—and a fruitful one—because it aligns with the natural warmth of U.S. weather, creating a multitude of opportunities for the world’s most consumed fruit to continue gaining rapid admirers across the United States.

Through this series, we’ll  walk retailers through how to actively work the full Crespo Organic Mangoes Promotional Calendar as a living tool, not a static PDF. Focusing on how to align varietals, pricing windows, educational signage, recipes, virtual educators, demos, wellness themes, Cinco de Mayo ads, Summer Mango Mania, big, bold display building and digital content, and in-store tasting and cutting demos. We will have interviews with the industry’s wisest voices in retail, merchandising and farming and meet with a panel of mango lovers plucked from social media to help us see things form their perspective!

Here’s a quick look at what retailers can expect month by month as we maxx the Crespo Organic mango season from start to finish.

January
Full program offering recap + mango sensory and overall experience focus. We start the season by grounding retailers in the complete Crespo Organic mango program ahead—what it includes, how it flows, and how to plan for the long run—while also recentering mangoes as a sensory experience through ripeness cues, display-building, and shopper-facing education.

February
Ataulfo mango spotlight (Ataulfo Marketing & Merchandising 101). February uses Mexico’s most popular mango— the Ataulfos as the teaching lens for varietal-specific success—how to handle them, sell them, ripen them, and educate shoppers on why they’re different—so this fast-growing varietal performs at its fullest all season long.

March
Tommy Atkins spotlight + everyday versatility. March uses Tommy Atkins as the teaching lens for volume, familiarity, and merchandising confidence, while also leaning hard into kitchen utility. This month teaches how to position Tommy Atkins as the easy, dependable mango for daily use—fresh eating, salads, salsas, smoothies, and savory applications—supported by Crespo Organic Kitchen recipes, usage education, and simple shopper guidance that keeps movement steady as the broader program continues to flow.

April
Mango wellness + Cinco de Mayo preparation. April teaches how to run two activations at once without losing momentum. Mango Wellness is the month-long focus—connecting organic farming systems to everyday eating, with nutrition data, practical kitchen usage and simple recipe support. At the same time, #CelebrateMexico #CelebrateMangoes Cinco de Mayo planning happens in parallel so signage, displays, ads, and Mexico origin storytelling are staged early and ready to execute.

May
Cutting mangoes, Mango-Ed + peak-season preparation. May is the ramp-up month where education goes operational. The teaching focus is #MangoEd and #ChooseYourCut—how cutting drives sales by matching ripeness to cut style, matching cut to use case, and using cutting as visual education at the display level so shoppers know what they’re buying and how they’ll use it. This is also when training and events roll at scale—Fresh Fest, corporate Mango Higher-Ed, online classes, and produce-team support—so retailers are prepared to run their own In-Store Mango Tastings & Cutting Demos all summer as multiple regions overlap and peak volume hits.

June–July
Crespo Organic Summer Mango Mania (#MuchosMangoes). June and July teach peak-season execution at scale—fixed pricing, big bold multi-varietal displays (including Mango Queen specialty mangoes), and the full Crespo commodity + culinary education layered on top through signage, Mango Bins, and digital support. The focus is how to keep mangoes active every day through cutting/tasting demos, Mango-Ed classes, and seasonal events so momentum sustains, shoppers stay engaged, and peak volume turns into real movement and #MangoJoy.

August
Kent mango focus + continuation of Summer Mango Mania. August is about sustaining peak energy as Kent dominates—keeping big displays big, education active, and mangoes moving even as volume starts its natural seasonal shift. The focus is dialed-in Kent ripeness guidance, cutting strategy for juicy fruit, and keeping the in-store + digital experience strong so shoppers stay in the habit.

September
Keitt mangoes + dried organic mangoes / season extension. September teaches how to close strong and extend the story—using late-season Keitts to keep the fresh set confident and full, while the Crespo Organic Dried Mango program carries continuity into back-to-school routines and beyond the fresh season.

The Crespo Organic mango program is a Mexican mango program, and the only one that truly coincides with the natural rhythms of warm spring and hot summers in the United States. While mangoes are available year-round today—despite some organic supply gaps—there is no stronger demand window than U.S. summer. The Crespo Organic mango program is built to maxx that moment, aligning peak Mexican production with peak consumer appetite to deliver volume, value, and experience when mangoes are wanted most.