New product and design for Mack Premium brand

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Avocados will now join bananas in the range, which it is hoped will be taken up a level by the new man in charge of Mack Wholesale Ltd.

Mack is celebrating a decade of successful years for its Mack Premium brand with a fresh design and new product launch.

Mack Premium bananas have now been a familiar product on the wholesale scene for a decade, and they will now be joined by an avocado range.

And stylish new boxes are designed to stand out from the crowd.

A Mack spokesperson told FPJ that a loyal customer base in the wholesale markets has helped the sales desk at Mack International build volumes to the point where Mack Premium now outsells almost all other brands – with volumes set to grow much further in 2016 thanks to a renewed focus on the brand and to greater investment in marketing support.

Mack International brand manager, Gary Canning, said: “The Mack name is well known at wholesale, standing for quality, value and trust. We’re hugely proud of the growth in the Mack Premium Banana brand, and we’re approaching the launch of this new look with renewed energy and excitement. There’s a programme of investment in promotions with our customers through the year in support of the brand’s sustainable growth.”

The new avocado launch has generated significant interest in the markets, Canning added: “The recent sales performance for avocados is very impressive, with sales volume increasing by 41 per cent in the last year (Kantar Worldpanel, 52 weeks to 3 January 2016).”

Steer the company into the next decade of trade will be Charles Rees, the new man at the helm of Mack Wholesale.

He joins the Fresca Group company from his previous role as managing director at Vitacress Sales, a company with whom he spent 21 years.

He’s looking to drive sales and performance in the competitive top tier with the Mack Premium brand. Rees said: “Our sales teams are truly proud to sell products bearing the Mack name. We have ambitious targets for brand growth this year, developing our customer base and delivering greater volumes for our growers. The future for Mack Premium looks as bright as our new boxes.”

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