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Michael Schutt, produce merchant for West Sacramento, Calif.-based Raley’s, was named 2013 Mango Retailer of the Year by The National Mango Board (NMB) for his sales volume increases and participation in innovative category programs.
Finalists for the award, also known as Mango Model Retailers, are Keith Durham of Brookshire’s, Dick McKellogg of Lowes Foods and Tom Eynon of Giant Eagle.
These individuals and their companies were recognized at the NMB’s Mango Industry Reception at PMA Fresh Summit on Oct.19. Greg Corrigan, VP of produce and Floral at Raley’s accepted the award on behalf of Schutt, who was unable to attend Fresh Summit this year. Also in attendance was Dominic Pelosi of A&P, the NMB’s 2012 Retailer of the Year.
The Mango Retailer of the Year and the Mango Model Retailers are selected based on the following criteria:
- They produce impressive mango sales and volume increases
- They follow through on commitments to NMB programs and provide results at the close of each funded promotion
- They educate consumers about mangos through display, POS materials, ads, website, newsletters and other vehicles
- They facilitate mango training and inspire their associates to handle, merchandise and promote mangos more effectively
- They are aware of market forces, work with the industry through difficult supply periods and promote mangos in all seasons
- They engage in effective, high-quality, creative promotions that connect with shoppers on multiple levels
Schutt initiated training programs at both the store and distribution center levels to ensure mangos were handled and merchandised effectively. Throughout the year, he ran a series of multi-layered mango promotions, some funded by the NMB, but mostly driven by his own initiative. These promotions created shopper interaction through demo events, display contests, POS materials, secondary displays and online exposure for mangos.
Mango availability per capita has increased 32 percent since 2005 to an estimated 2.47 pounds per year in 2012. Mango import volume for 2012 was 804 million pounds.