Eligibility Fresh Mangoes

CBI Product Factsheet:
Fresh Mangoes in the

European Market
Practical market insights for your product
In 2012 the European (EU and EFTA) market for mangoes
dipped slightly. Nevertheless the general trend is upwards.
Varietal diversification and ripening techniques are increasingly
interesting for a retail sector that is looking to satisfy more
demanding customers and optimise supply chains. The
opportunity to exploit the experience and large customer base
of specialised importers and service providers in the European
trade-hubs as well as cooperating in large retail programmes
provide opportunities for entering the European market.
Nevertheless, certification and retail requirements are
demanding.
Product description
Product Definition
Mango (Mangifera indica) trees are cultivated in tropical
and sub-tropical regions. The trees can reach a height of
40 meters. Important varieties for the European market
are Keitt and Kent. Other varieties include Oosteen and
Palmer. The preference for red skin or green skin
mangoes differs between European countries. In Europe,
as well as in the United States, mangoes are gradually
becoming more popular, although consumption rates are
still far lower than those of the larger commodities.
The product-tree for the products which are of interest for
developing country producers is developed by CBI using
the Combined Nomenclature (CN, Eurostat, 8 digits) and
Source: Shutterstock 2013.
Harmonised System (HS, World Customs Organisation
WCO, 6 digits) for classifying traded products. The figures
in this product factsheet cover fresh or dried guavas, mangoes and
mangosteens. The corresponding CN code is 08045000 Fresh or dried guavas,
mangoes and mangosteens.
Table1: CN commodity code for fresh or dried guavas, mangoes and mangosteens.
Number
Product
08045000
Fresh or dried guavas, mangoes and mangosteens
Source: Eurostat Comext.
Source: CBI Market Information Database URL: www.cbi.eu Contact: marketintel@cbi.eu www.cbi.eu/disclaimer
CBI Product Factsheet Fresh Mangoes in Europe
Product Specification
Quality
Mangoes are classified in three classes: Extra Class, Class I and Class II.
Information on quality requirements for each class can be found in the
Codex Alimentarius (Food code of WHO and FAO), the UNECE standards
for mangoes, and in the General Marketing Standards of Regulation (EC)
No. 543/2011. Mangoes should, at the very least, be intact, clean and
sound, free from pests, damage, abnormal external moisture, free of black
necrotic stains or trails and in a condition to withstand transport and
handling. The peduncle should not be longer than 1 cm.
EU quality standards in Regulation (EC) No. 1580/2007 explain that
imports of fresh fruit and vegetables from third countries must conform to
the marketing or equivalent standards. Checks on conformity must be
carried out before these goods enter Community customs territory, except
in the case of small lots which the inspection authorities/bodies consider to
be low risk. In third-party countries that provide satisfactory guarantees of
conformity, pre-export checks may be carried out by domestic inspection
bodies.
Size and packaging
Fresh mangoes are classified according to Size

Codes A to D, ranging from average weights
of 150 - 350 grams (Size A) to over 800
grams (Size D). See Codex Alimentarius
Standard for mangoes.
Packaging
requirements
differ
between
customers and market segments. They must
be packed in new, clean and quality packaging
able to protect the produce properly and
prevent damage to the product. Talk to your
customers about their preferred packaging
requirements. Some general characteristics
are:
o
Wholesale packaging in cardboard
boxes or crates. These boxes can vary
in size. For an impression of different
boxes
see:
http://www.alibaba.com/showroom/pac
king-carton-for-fresh-mango.html.
o
Mangoes are sensitive to pressure. To
prevent quality loss, mangoes should
preferably be packed in single layers
and padded or wrapped.
Source: Fruit Consultancy Europe
See also the Recommended International
Code of Practice for Packaging and Transport
of Tropical Fresh Fruits and Vegetables (CAC/RCP 44-1995).
Labelling
Consumer package labelling must be in accordance with the rules and

regulations applicable to the EU and EFTA market. Labels cannot contain
any toxic ink or glue. See the Codex General Standard for the Labelling of
Pre-packaged Foods (CODEX STAN 1-1985) or EU Directive 2000/13/EC,
which lays down the general rules on labelling of pre-packaged food sold in
the EU market. This regulation will be replaced by Regulation (EU) No.
1169/2011 on the provision of food information to consumers, from 13
December 2014 onwards. If the nature of the produce is not visible from
the outside, the package must be labelled

with the name of the product, the (optional)
name of the variety and/or the commercial
name.
The following items should be on the label of
(pre-packed) fresh fruits:
o
the name under which the product is
sold,
o
the commercial identification: class,
size (code), number of units, net
weight,
o
name and address of the producer,
o
place/country of origin.
In addition, any certification logo (if
applicable) and/or retailer logo (in the case
of private label products) should be on the
label. Listing ingredients is not mandatory
for fresh fruit unless a container holds
several different products, in which case a
list of ingredients alongside quantities of
each product should be included on the
label.
See: EU Marketing standards for fresh fruit
Source: Innova Database 2013.
and vegetables. The marketing standards
set out rules for identifying several quality
classes of mangoes, which must be indicated on the packaging (Extra
Class, Class I, Class II).
The new Regulation (EU) No. 1169/2011 establishes the general principles,
requirements and responsibilities governing food information, and in
particular food labelling. It lays down the methods for guaranteeing the
rights of consumers to access information, and procedures for the provision
of food information, taking into account the need to provide sufficient
flexibility to respond to future developments and new information
requirements.
For more information on labelling, packaging and quality see also: Codex
Alimentarius Standard for mangoes and the CBI Market Intelligence
Platform for Fresh Fruit and Vegetables that includes, among other things,
extra information on EU Marketing Standards and EU Food Labelling.
Legislative requirements
Considerations for action
Food safety and traceability: The basis of the
EUs food safety legislation is the General Food
Law (Regulation (EC) No 178/2002) which
prohibits the introduction of unsafe food to the
EU market. Food imported into the EU must
comply with the relevant requirements of food
law. This regulation defines traceability too, as
well as the ability to trace and follow food, feed,
and ingredients through all stages of production,
processing and distribution, and contains
provisions for traceability. Importers are similarly
affected as they will be required to identify from
whom the product was exported in the country
of origin. In practice, food operators are required
to ensure traceability between their sales and
their supplier records only (one step backwards
and one step forwards).
Check the EU food safety regulation here.

Check the CBI Market Intelligence Platform
on EU legislation, General Food Law, and EU
legislation on Food Control.
Ask your importer what the specific
implications of the EU food law mean for
your business.
Swiss and Norwegian regulations for fresh
fruits and vegetables differ from EU
legislation. Explore the Swiss and Norwegian
standards on the CBI Market Intelligence
Platform on Buyer and Market Access
Requirements.
Food hygiene: Regulation (EC) 852/2004

covers all aspects of the food supply chain from
a hygiene perspective. For actors in the food
supply chain, the EU requires the application of
certain rules, which are based on the HACCP
(Hazard Analysis & Critical Control Points)
principles, of food hygiene. Food chain actors
should comply with general hygiene norms and
requirements regarding: (a) microbiological
criteria; (b) procedures; (c) temperature control;
(d) maintenance of the cold chain; and (e)
sampling and analysis.
Check the EU food hygiene regulation here.

on EU legislation on Hygiene of Food and
HACCP.
Maximum Residue Limits (MRLs): The

European Commission set forth rules on
maximum residue limits of pesticides in
Regulation (EC) No. 396/2005. In establishing an
MRL, the EU takes into account GAP (good
agricultural practices) recommendations, data on
consumer residue intake and the physicochemical and biological properties of the
chemical.
To find the Maximum Residue Limit of

mangoes or any other products, check the
EU database on MRLs here.
on EU legislation on Maximum Residue
Limits and Contaminants in Food.
Import Controls: Plant products, imported from

DCs must pass through designated Border
Inspection Posts (BIPs) where they are subjected
to a series of checks. If passed, they are allowed
access to the EU market. DC import controls
shall be undertaken in the member state which is
the first point of entry. Once passed, the product
is allowed to circulate freely to other member
states.
Check the EU export help desk for more

information about import tariffs and import
regulations.
Phytosanitary Certificate and inspections:

Compulsory plant health checks are carried out
on all plants and plant products coming from
non-EU countries that are listed in Annex V Part
B of the EU Council Directive on Plant Health.
When plant products are exported to the EU
market, in many cases a phytosanitary certificate
needs to be attached. The phytosanitary
certificate is issued from the country of origin.
The checks include: phytosanitary certificates
and documents to ensure the consignment meets
EU requirements; identity to ensure that the
consignment corresponds to the certificate;
inspection to ensure the consignment is free
from harmful organisms.
Make sure that if necessary the correct

phytosanitary certificate is attached. You can
ask your EU buyer about the requirements.
An example of the phytosanitary certificate
can be found in the EU Council Directive on
Plant Health, Annex 7.
The list of products and countries that are
subject to the certificate and phytosanitary
inspections can be found in EU Council
Directive on Plant Health, Annex 5 Part B.
Requirements may change over time, so
check regularly for updates and ask your
buyers.
Non-legislative requirements
In addition to EU and EFTA legal requirements,
other non-legal requirements must be met in
order to supply to European buyers. Industry
standards that extend further than the legal
requirements have emerged as a result of
retailer initiatives; these lay down minimum
rules of conduct, practices and requirements for
product quality and food handling.
See the CBI Market Intelligence Platform on

EU Buyer Requirements for extra
information on both legal and non-legal
buyer requirements in the Fresh Fruit and
Vegetables sector.
GLOBALG.A.P.
Global Good Agricultural Practice (GLOBALG.A.P.)

is a worldwide B2B standard and certification
scheme for agricultural products. Almost all
European retailers (and food service companies)
demand production processes that comply with
the GLOBALG.A.P. standard. GLOBALG.A.P. is
considered essential for exporting to the
European market.
Additional food safety management
systems
Although you might be able to find an EU buyer
that accepts the EU standard regulation on
hygiene, based on HACCP, many buyers prefer
you to comply with a higher standard on food
hygiene.
See the GLOBALG.A.P. website for more

information and compliance requirements
for your business. Crosscheck this with your
buyer.
To get an overview of additional market

standards on food safety and hygiene check
the Global Food Safety Initiative (GFSI). It
contains a benchmark of relevant additional
standards.
Almost all buyers in the UK market will require

you to comply with the BRC global standards
(British Retail Consortium), a widely applied
safety and quality standard.
On the European mainland buyers may want you
to comply with the Safe Quality Food Program
(SQF) from the SQF Institute.
Check your buyer to determine the suitable

standard for your product.
Another additional standard, specific for German

and British retailers is the International Food
Standard (IFS). With IFS, producers show
retailers that their product safety and quality
complies with the standard and that all legal
obligations have been fulfilled.
More information about the International

Food Standard (IFS) can be found here.
Social compliance (i.e. BSCI)

Compliance with a form of social responsibility
standard is not yet generally required but social
compliance is considered the next step to export
to the EU market. There are variations for
different parts of Europe.
The Business Social Compliance Initiative (BSCI)
is a leading business-driven initiative for
companies committed to improving working
conditions in the global supply chain. BSCI is
mainly demanded on the mainland of Europe.
In the UK, market requirements for social
responsibility focus on the Ethical Trading
Initiative (ETI). In the Eastern part of Europe
some buyers do not yet require any social
compliance.
Organic
If you wish to market your products as organic
you will have to follow certain production
methods, which are laid down in EU legislation.
Your production methods have to be audited by
an accredited auditor. Additionally almost every
EU country has one or more domestic organic
labels. The standards of these labels may differ
from each other slightly but all of them comply
with EU Regulations.
Anticipate and check if youre ready for the

growing demand in relation to social
compliance by conducting a self-assessment
on the BSCI website.
More information about the Ethical Trading
Initiative (ETI) can be found here.
For more information about the regulations

for organic products see:
http://ec.europa.eu/agriculture/organic/eupolicy/legislation_en .
Before applying for certification, it might be
wise to check your buyers preferences for a
specific national organic label. The United
Nations presents an overview of European
sustainable labelling. It can be found here.
Fairtrade
Focusing on principles of fair pricing, good
registration of company processes and good care
for labour conditions, the Fairtrade principles are
a strong brand in the European market as well.
There are other Fair Trade initiatives as well, e.g.

Fair
for
Life,
an
independent,
nongovernmental
organization,
promoting
environmentally sound agriculture, sustainable
production
systems
and
eco-friendly
consumerism in all countries. It is one of several
Fair Trade initiatives currently gaining market
share. It covers the entire chain of custody from
producer to final brand-holder and requires fair
working conditions at all stages.
Rainforest Alliance
The Rainforest Alliance certification scheme aims
to reduce the environmental and social impact of
agricultural production. The Rainforest Alliance
works to conserve biodiversity and improve
livelihoods by promoting and evaluating the
implementation of the most globally respected
sustainability standards in a variety of fields.
For more information about the standards of

Fairtrade products see:
http://www.fairtrade.net/
Be aware that some countries have a
separate Fairtrade website. For the UK, see:
http://www.fairtrade.org.uk/
For more information about Fair for Life
standards and certification see the website:
http://www.fairforlife.org/
More information on the Rainforest Alliance

is available on their website
http://www.rainforest-alliance.org
Trade
General information and figures about production and trade developments in the
European market are provided in the CBI Tradewatch for Fresh Fruit and
Vegetables on the CBI Market Intelligence Platform. This section provides you
with more detailed statistics on the trade and consumption of mangoes in
Europe.
Imports
Figure 1: Import of fresh and dried guavas, Figure 2: Division of import volume of fresh and
mangoes and mangosteens in the EU, 2008-2012, dried guavas, mangoes and mangosteens in the
EU (intra and extra-EU trade), in 2012, in %
in 1,000 tons1
Other EU
countries
21%
500
400
300
Netherlan
ds
37%
200
Belgium
6%
100
0
2008
2009
2010
DC
2011
2012
Total Extra-EU
Total incl. Intra-EU
Source: Eurostat Comext, calculations LEI.
France
10%
Germany
13%
United
Kingdom
13%
Developing countries in this Product Fact Sheet are defined as the countries mentioned on
the OECD DAC list from August 2009.
Analysis and interpretation
Imports of fresh mangoes, mangosteens and

guavas into the European market from
outside the EU have stabilised at around 230
thousand tons in recent years. Although
mangoes cannot be separately discerned in
trade statistics, imports of mangoes are
much more substantial than is the case for
guavas or mangosteens.
Total EU imports of mangoes from non-EU
countries were worth around 316 million
euros in 2012, of which 290 million euros
came from DCs. Between 07/08 and 11/12
the total import value of mangoes from DCs
grew by 16.5%. Total import value
increased by 11%.
There has not been much growth in import

volumes recently. Try focussing on quality,
niche markets like ready-to-eat, or
sustainable production methods to
differentiate your product from that of the
competition.
The major importing country in the EU for

fresh mangoes is the Netherlands, followed
by the UK, Spain and Belgium. The
Netherlands imported 130 thousand tons of
mangoes, mangosteens and guavas from
outside the EU in 2012.
If you want to export to several countries in

the European market, look for an importer in
Belgium or the Netherlands who is capable
of handling the re-export.
Extra-EU imports in France and Portugal

have decreased in the last decade, indicating
that these countries have a less important
role in mango re-exports than before.
The most important countries of origin for

mango in the European market are Brazil
(40% of extra-EU imports), Peru and Ivory
Coast.
Mangoes of the variety Kent, supplied to

France at the end of 2012 were between
5.00 and 6.00/box.
The colour of fresh mangoes is an important

criterion for buyers in the European
countries. Yellow with a red blossom is
preferred.
Political instability in Western Africa has

been a challenge in terms of the mango
supply to the European market. Ivory Coast
and Mali, two of the main suppliers, have
experienced political problems and this has
had an impact on the logistics of the supply
chain. Importers are open for alternative
(stable) suppliers for fresh mangoes as a
result.
Prices fluctuate during the year. Find

information about current fresh fruit prices
at the fresh portal in Rotterdam here.
Fresh Plaza is a good starting point if you

are looking for current relevant information
in the market for fresh fruits and vegetables.
Export
Figure 3: Export of fresh and dried guavas,
mangoes and mangosteens of EU countries, 20082012, in 1,000 tons
Figure 4: Division of export volume of fresh and

dried guavas, mangoes and mangosteens of EU
countries, in 2012
200
France
4%
150
Other EU
countries
9%
Germany
6%
100
Netherland
s
57%
50
Belgium
10%
0
2008
2009
2010
DC
2011
2012
Total Extra-EU
Spain
14%
Total incl. Intra-EU
Almost all exports from EU countries in the

product category are mangoes. Exports of
mangoes from EU countries primarily consist
of re-exports to other European countries.
Total EU exports of mangoes to non-EU
countries were around 33 million euros in
2012. Between 07/08 and 11/12 the total
export value of EU countries to non-EU
countries increased by 49%. Intra-EU trade
increased by 32%.
Retailer requirements regarding product

quality and
specifications may differ
between countries. In order to increase your
products reach in the European market find
an importer with the right ripening facilities,
customer network and market knowledge.
The Netherlands, Spain and Belgium are the

main exporting hubs for mangoes. The
Netherlands re-exports mangoes mainly to
Germany and France, as well as other
countries such as Norway.
The Netherlands has become the dominant

importing country in the EU. Consider using
the established trade routes and find an
importing partner in the Netherlands.
Re-exports to Switzerland and Norway have

slightly increased in the last ten years. Also,
Russia has become a more important
destination
for
re-exported
mangoes.
Mangoes
are
often
traded
through
specialised importers/re-exporters that have
experience with logistics and ripening of
delicate tropical produce from DCs. Readyto-eat mangoes require excellent quality
control.
Finding a specialised partner in one of the

main trade-hubs for mangoes - like the
Netherlands and Belgium increases your
chance of delivering good quality mangoes
to end-customers in many European
markets.
Production
Figure 5: Production of guavas, mangoes and mangosteens, 2007-2011, in million
tons
45
40
35
30
Other
25
Indonesia
Thailand
20
China
15
India
10
5
0
2007
2008
2009
2010
2011
Source: FAOSTAT.
The largest mango producing countries in

the world are India, China and Thailand. In
2011 the three countries together produced
23 million tons, which is almost 60% of
worldwide production. India and China
produce for domestic markets and export to
the US.
The demand of 230 tons of mangoes by the
European market is mainly supplied by
smaller producing countries Brazil and Peru.
Both countries supply over 60%.
Mangoes are not produced within the EU and

are demanded year-round from tropical
countries. Explore the potential of major
markets like Germany, Spain, and the UK.
The varieties differ a lot. Brazil produces

Keitt, Kent and Tommy Atkins. The latter
two are becoming increasingly present
within the EU market because they are
suitable for the ripening process to deliver
ready-to-eat mangoes. This is not the case
for Tommy Atkins.
The popularity of mango varieties differs

across EU countries. The northern part of
Europe favours ready-to-eat mangoes.
Varieties Keitt and Kent are suitable for this
purpose. Explore niche markets like readyto-eat, or mangoes with different taste
characteristics.
Between February and September different

producing countries supply the European
mango market. Most important are Peru,
Brazil, Ivory Coast and Israel.
Between September and January, Brazilian

mangoes are more dominant. Other
countries of origin and other varieties of
mango (e.g. Keitt and Kent) are equally
present in the market place.
Discuss with your buyer when mangoes are

needed and which variety is demanded in
which season.
Consumption
Figure 6: Apparent consumption of guavas,
mangoes and mangosteens in the EU, 2007-2011,
in thousand tons
Figure 7: Apparent consumption of guavas,

mangoes and mangosteens in EU-27 and selected
countries with highest per capita consumption,
2007-2011, kg per capita 2
250
2.5
2.0
200
150
Other EU countries
1.5
Portugal
1.0
France
0.5
Netherlands
100
0.0
Germany
2007
United Kingdom
50
0
2007 2008 2009 2010 2011
Source: FAOSTAT, calculations LEI.
2008
2009
2010
2011
EU-27
Netherlands
Portugal
United Kingdom
Germany
Denmark
Source: FAOSTAT, calculations LEI.
Consumption of mangoes in EU countries is

calculated on the basis of imports, exports
and production of mangoes, mangosteens
and guavas. Mangoes are by far the largest
part
of
the
product
group.
Fresh
mangosteens and guavas are rarely sold.
Total apparent consumption in the EU

market fluctuates at around 230 thousand
tons annually. The largest consumer
markets are in the UK (50 thousand tons),
Germany (50 thousand tons) and France (30
thousand
tons). Consumption in the
Netherlands was calculated at about 45
thousand tons, but is probably somewhat
overestimated because of the large volumes
traded through the Netherlands.
In a stable and competitive market you can

distinguish your business from the rest via
excellent product quality, the right colour
fruit, freshness of the product and
innovative business practices. Discuss with
your buyer which aspects could help to
expand your business. See the nonlegislation
section
above
for
more
information
on
certification
and
sustainability.
Ready-to-eat mangoes have become a

major part of retail demand in recent years.
Ready-to-eat limits the amount of fruit that
supermarkets have to throw away, because
customers do not have to press the fruit to
feel whether it is ripe. In addition, ready-toeat mangoes are more often shipped by sea,
making planning of sourcing and promotion
easier.
Ready-to-eat requires excellent logistical

planning, ripening facilities and good
varieties. Work only with capable importers
with proven capabilities.
Market Trends
CBI Trend mapping provides you with general trends in the European market for
fresh fruits and vegetables. This section provides more details about specific
trends in the market for fresh mangoes.
Calculated by a 3-year moving average.
Social:
Food safety is a main priority in Europe:

some recent food scares have resulted in a
great deal of attention being paid to food
safety among policy makers and retailers
alike.
Food
safety
certification
(GLOBALG.A.P. or another GFSI recognised
certification scheme) is a must-have.
As food safety is a major issue; work

proactively with buyers to improve food
safety and be transparent and up-to-date
with buyer requirements and regulations.
Check the European Food Safety legislation
at the CBI Market Intelligence Platform.
Check the GFSI website for more
information on the issue at:
http://www.mygfsi.com .
Ready-to-eat mangoes: As they become

more familiar with mangoes, European
consumers are increasingly demanding
mangoes that are ready-to-eat. The new
and unique process of ripening in destination
countries is done by the buying importers
and requires mangoes of the Keitt and/or
Kent varieties as these are suited to specific
transport and ripening conditions.
Ready-to-eat asks for special varieties and

just-right
picking
times,
excellent
transportation and cooling facilities. Make
sure that your processes are up to the task.
Global Social Compliance Program: Labour

conditions and the companies impact on
society will become more important to
buyers in the next few years. Alongside
environmental impact, this is the main area
of attention from a Corporate Social
Responsibility point of view.
Certification schemes that are assessed and

recognised by the Global Social Compliance
Program (GSCP) will have a higher chance of
being accepted by European supermarkets.
Variety differentiation is more accepted: For

some time, the markets in the EU countries
were supplied with a few well-known
varieties, like Amlie, Tommy Atkins and
Kent. Over the last decades, however, new
varieties like Keitt and Nam Doc Mai from
Asian countries have been arriving on the
market. Consumers have embraced this
diversification in varieties.
Taste is important: Besides colour, taste is

important. Consumers favour firm sweet
fruit that can be eaten shortly after
purchase.
Product taste is of crucial importance. Make

sure that supply chain logistics and
transportation does not affect product taste
in any significant way.
Economic:
Europe, a growing market: Although

consumption of mangoes in Europe is low
compared to the US market, the trend is
moving upwards.
Figures on the demand for mangoes in the

US can be found at the National Mango
Board.
Strong competition: Mangoes are produced

throughout the year and supplied to the
European market by numerous countries
from Latin America (Brazil, Peru and
Dominican Republic), West Africa (Ivory
Coast, Mali, Senegal and Burkina Faso) and
even Europe itself (Spain). The market for
fresh mangoes is a challenging one. New
producers need to have a clear alignment
with destinations (Europe or US), price
development during the year and an
awareness
of
competing
production
countries.
Supply Europe with one importer/distributor:

If you want to supply your fresh mangoes to
the whole of Europe, using one wholesaler,
find them in the Netherlands. The main port
of Rotterdam, combined with a great
network and infrastructure makes it possible
to delegate European distribution for your
mangoes.
If you want one wholesaler to distribute your

mangoes to all countries of Europe, find
them in Belgium or the Netherlands.
Transportation costs: Transportation costs

are a major part of the added value for fresh
mangoes. Depending on the time of year,
market demand and prices fluctuate in
Europe and choices need to be made
between air and sea shipments. Sea
transport is usually used for ready-to-eat
products that are targeted at north-western
European
supermarkets.
Air
transport
however significantly reduces transport
times and will bring sun-ripened mangoes
directly to the consumers. In the south of
Europe, demand for excellent tasting sunripened mangoes is still dominant.
The choice of transport mode depends

greatly on the desired quality and speed.
Northwest European supermarkets will more
often demand larger shipments of ready-toeat mangoes which are transported by sea
containers. Whereas in southern countries
street markets and specialised shops
demand flown mangoes which are picked
riper and in smaller volumes.
Environmental:
Sustainability
certification:
Sustainable
certification is not a requirement (yet), but
Europe is developing towards a more
sustainable future in food consumption.
Large differences between products can be
seen. European demand for fresh mangoes
will remain.
There is a clear demand for organic and

Fairtrade mangoes, with the UK and
Germany as leading countries.
Market Channels and Segments

For more general information about market channels and segments you can
have a look at the Market Channels and Segments available at the CBI market
intelligence platform. This section provides some information about the various
marketing channels through which mangoes are marketed in Europe.
Figure 8: Market channels for Fresh Fruit and Vegetables in the European market
Developing
country
Developing
country
exporter
European
market
Sorting/
washing/
packing
Importer/
wholesaler
Market
segments
Repacking
Retail:
Supermarkets
Specialised
stores
Street markets
Food service
Mangoes belong to the larger exotic fruit

species on the European market. Although
not yet a commodity, the volumes imported
are such that they can no longer be
considered a typical exotic fruit.
A distinction needs to be made between the

supermarket channel in north-western
Europe and the specialist retail channel,
including street markets. The former is
most important in north-western Europe
whereas the latter is more important in
southern Europe. Mangoes are mainly sold
in retail; sales are lower via food services.
The quality and quantity of

transported
by
air
differs
countries. In northern countries it
matter of filling demand outside
retail channel, whereas in
countries street markets and
shops demand excellent quality,
mangoes.
Most mangoes are traded through the

Netherlands with specialised companies
that offer ripening and other services to
both DC exporters and European customers
and (re)-exporters.
The choice of transport and trade channel

depends
on
your
(end)-customers
preference and requirements and market
conditions. When demand is high, flexibility
and speed is of the essence. But be careful
of damaging your companys good name
when taking risks and compromising on
quality throughout the supply chain.
The
supermarkets
are
increasingly
demanding ready-to-eat mangoes, ripened
in the destination country. The importers
will then demand containers of mangoes of
uniform quality and ripeness, taking into
account the time needed for transport and
ripening.
Working
with
trusted
partners
or
intermediary
shipping
or
forwarding
companies reduces the risk of diminished
product quality.
If you want to export to supermarket

customers, explore ready-to-eat and focus
on retail (preferred) supplier programmes.
mangoes
between
is more a
the large
southern
specialist
air-flown
Market Competitiveness
For more general information about market competitiveness for fresh fruit and
vegetables you can have a look at the Market Competitiveness information
available at the CBI market intelligence platform. This section provides some
information about the market competitiveness of the European market of fresh
mangoes.
Buyer power: The market is highly

You can enter the (north-western) European
competitive with many producing countries.
market via cooperation in large retail
Particularly in the supermarket channel, the
programmes.
Contact
an
experienced
buying power of large retail chains is strong.
importer/distributor before entering the
Supermarkets demand uniform quantity,
European market.
relatively large volumes and mostly seatransported
(container)
mangoes.
For
mangoes, quality during harvest and
shipping (ready-to-eat) and CSR are
becoming increasingly important, as well as
supply chain transparency and information
sharing.
Long-term
partnerships
are
preferred by EU buyers to ensure product
supply and quality.
In southern European countries, street

markets and specialist shops are more
dominant. They demand smaller volumes of
mostly air transported mangoes. The buyer
power of smaller shops is weaker, but
nevertheless these customers also have lots
of choice between different suppliers.
Delivering directly to smaller customers is

very difficult. Use the experience and
logistical power of importers and service
providers to reach these smaller outlets.
Degree of rivalry: Worldwide production of

mangoes is increasing and rivalry is
generally very fierce. Temporary shortfalls in
supply or demand (e.g. through drought)
have a considerable effect on prices.
Mangoes belong to larger exotic fruit species
in Europe.
Try not to compete on price alone, but build

partnerships with buyers/ripening facilities
and strive for excellent product quality and
handling/cooling.
Threat of new entrants: Certification and

fulfilling
both
legal
and
non-legal
requirements is a major hurdle for producers
and exporters to enter the market.
Again, being part of a stable partnership and

being a trustworthy supplier can help you to
establish and maintain your position on the
market. Establish a credible track record
including transparent information on your
company and product quality.
Substitute products: In the last decade

the diversity of fruits supplied to the
European market has increased; this
represents competition for mangoes. Overall
fruit
and
vegetable
consumption
is
somewhat decreasing.
Storytelling,
including
recipes,
novel
packaging, and premium quality are
methods for distinguishing your product.
Ready-to-eat mangoes are increasingly
popular,
requiring
excellent
logistical
processes. But besides this, there is still an
important market for air-transported ripe
picked mangoes in southern countries in
particular.
Use a service provider, agent or importer if
volumes supplied do not match ordered
volumes immediately. These specialised
traders have the means to match supply and
demand from their large customer base.
Useful Sources
Export and market entry support:
CBI - http://www.cbi.eu/
CBI market studies on fresh fruit and vegetables http://www.cbi.eu/marketintel_platform/Fresh-FruitVegetables/136122/mar
EU Export Helpdesk - http://exporthelp.europa.eu/thdapp/index_en.html
SIPPO - http://www.switzerland-ge.com/global/export/en/sippo-services
Certification schemes:
British Retail Consortium (BRC) - http://www.brcglobalstandards.com/

BSCI - http://www.bsci-intl.org/
FAIRTRADE - http://www.fairtrade.net/
GLOBALG.A.P - http://www.globalgap.org/uk_en/
ISEAL - http://www.isealalliance.org/
ITC standards map - http://www.standardsmap.org/standard-overview/
Rainforest Alliance - http://www.rainforest-alliance.org/
Marketing and trade standards:
Codex Alimentarius - http://www.codexalimentarius.org/codex-home/en/

European Food legislation - http://ec.europa.eu/agriculture/organic/eupolicy/legislation_en
The United Nations Economic Commission for Europe http://www.unece.org/tradewelcome/trade-home.html
Statistics and sector information:
Agricultural Research for Development - http://www.cirad.fr/en

European Statistics Eurostat http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home/
FAOSTAT - http://faostat.fao.org/
United Nations Comtrade - http://comtrade.un.org/
This survey was compiled for CBI by LEI Wageningen UR

in collaboration with CBI sector expert Piet Schotel.
Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer

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CBI Product Factsheet:

Fresh Mangoes in the

Fresh or dried guavas, mangoes and mangosteens

Source: Eurostat Comext.

CBI Product Factsheet Fresh Mangoes in Europe

Size and packaging

Fresh mangoes are classified according to Size

Consumer package labelling must be in accordance with the rules and

CBI Product Factsheet Fresh Mangoes in Europe

the outside, the package must be labelled

Check the EU food safety regulation here.

CBI Product Factsheet Fresh Mangoes in Europe

Food hygiene: Regulation (EC) 852/2004

Check the EU food hygiene regulation here.

Maximum Residue Limits (MRLs): The

To find the Maximum Residue Limit of

Import Controls: Plant products, imported from

Check the EU export help desk for more

Phytosanitary Certificate and inspections:

Make sure that if necessary the correct

See the CBI Market Intelligence Platform on

CBI Product Factsheet Fresh Mangoes in Europe

Global Good Agricultural Practice (GLOBALG.A.P.)

See the GLOBALG.A.P. website for more

To get an overview of additional market

Almost all buyers in the UK market will require

Check your buyer to determine the suitable

Another additional standard, specific for German

More information about the International

Social compliance (i.e. BSCI)

Anticipate and check if youre ready for the

For more information about the regulations

CBI Product Factsheet Fresh Mangoes in Europe

There are other Fair Trade initiatives as well, e.g.

For more information about the standards of

More information on the Rainforest Alliance

Total incl. Intra-EU

Source: Eurostat Comext, calculations LEI.

Source: Eurostat Comext, calculations LEI.

CBI Product Factsheet Fresh Mangoes in Europe

Analysis and interpretation

Considerations for action

Imports of fresh mangoes, mangosteens and

There has not been much growth in import

The major importing country in the EU for

If you want to export to several countries in

Extra-EU imports in France and Portugal

The most important countries of origin for

Mangoes of the variety Kent, supplied to

The colour of fresh mangoes is an important

Political instability in Western Africa has

Prices fluctuate during the year. Find

Fresh Plaza is a good starting point if you

CBI Product Factsheet Fresh Mangoes in Europe

Figure 4: Division of export volume of fresh and

Total incl. Intra-EU

Source: Eurostat Comext, calculations LEI.

Analysis and interpretation

Source: Eurostat Comext, calculations LEI.

Considerations for action

Almost all exports from EU countries in the

Retailer requirements regarding product

The Netherlands, Spain and Belgium are the

The Netherlands has become the dominant