Aussie favourite mango unveils a new look
Sales and marketing manager Rebecca Scurr said refreshed fruit stickers introduced at packhouses around Australia and an updated mango carton for retail presentation, reinvigorated the brand and enhanced its premium positioning.
"A light Piñata green sticker is synonymous with Honey Golds. The fresh, vibrant look both retains brand recognition and helps Honey Golds stand out in mango displays," Ms Scurr said.
The refreshed corporate brand extended to Piñata pineapples - now on shelves with a new label and strawberries coming next winter in an updated punnet, she said.
"We've also updated our workwear including forest green polo shirts for customer-facing personnel and updated yellow and orange high-vis shirts for farm workers."
Piñata Farms has grown Honey Gold mangoes commercially since 2009. They are produced in the Northern Territory, Queensland, New South Wales, Victoria and Western Australia at Piñata's own farms and that of some 30 contracted growers.
Each packhouse is required to display a unique GS1 code for traceability on its mango stickers.
The brand refresh also includes retail carton packaging featuring a white background overlaid with stylised mango elements in orange and green.
Piñata Farms has now finished harvesting mangoes at its own farms in Darwin, Katherine and Mataranka in the Northern Territory. Third-party growers in Queensland are currently harvesting their crops.
Honey Gold mangoes are available at leading supermarkets nationally until March.