Opinion article: Francisco Seva Rivadulla. International agri-food journalist
In a conversation with Daniel Ibarra, president of Grupo Espléndido and a key figure in the Mexican mango industry, he explained how this initiative came about. The aim is to position Mexican Ataulfo mangoes with a differentiated image in the United States and Canada.
A brand created to give Ataulfo mango its own identity
With almost five decades of experience, Grupo Espléndido already had a strong reputation in the market thanks to its red mangoes and varieties such as Kent, Tommy and Keitt. However, Ataulfo mangoes still lacked their own identity within the company’s portfolio.
“We wanted to give Ataulfo a unique personality and an easily recognisable brand,” Ibarra explained. This marked the beginning of a creative process in which the team looked for an international name, easy to pronounce in both English and Spanish, and with a strong cultural connection.
The chosen name was Jaguar, a powerful symbol in Latin America and one of the continent’s most emblematic animals. In addition to representing strength and majesty, the jaguar visually connects with the yellow colour of the Ataulfo mango and provides an attractive, memorable image for consumers.
Much more than marketing
Jaguar’s proposal goes beyond design or commercial positioning. The brand was also created with an environmental purpose: to contribute to the conservation of the jaguar, a species that is currently threatened.
For every box sold, the company makes donations to projects focused on monitoring and protecting the feline, including surveillance cameras and tracking collars in protected areas. Through QR codes printed on boxes and labels, consumers can access a digital platform where information is shared about conservation actions and the monitoring of the animals.
According to Ibarra, this strategy has connected particularly well with younger generations: “Today’s consumers want products to have a purpose. They are not only looking for quality; they also want to feel part of positive change.”
Support from retailers
Although Grupo Espléndido operates under a business-to-business model and does not sell directly to the final consumer, the response from supermarket chains has been very positive.
Retailers increasingly value aspects such as sustainability, social responsibility and traceability. In this context, Jaguar is presented as a brand with clear differentiation from the competition.
RELATED NEWS: Mexican mango industry bets on greater market diversification
“Now customers are specifically asking us for the Jaguar brand, something that did not happen before with Ataulfo mangoes,” Ibarra said.
Rapid growth
Jaguar closed its first year with approximately 500,000 boxes sold. For the current season, the company expects to triple that volume and reach 1.5 million boxes. This growth responds both to market demand and to the interest of retail chains in incorporating products with added value and their own narrative.
Grupo Espléndido also plans to expand the brand to other producing countries, such as Ecuador and Peru, with the aim of offering Jaguar mangoes year-round.
Diversification and the future of Mexican mangoes
During the interview, Ibarra also reflected on the challenges facing the mango industry, marked by climate volatility and growing global production. In his view, the future is not only about selling more fresh fruit, but also about diversifying uses and markets.
“Mangoes have enormous potential. Beyond juices or dried products, textiles and other derived products could even be developed,” he said.
For the Mexican businessman, differentiation through strong brands and proposals with identity will be key to strengthening the competitiveness of Mexican mangoes in the coming years.
With Jaguar, Grupo Espléndido shows that agri-food marketing can go beyond the fruit itself: it can build stories, generate social impact and create emotional connections capable of transforming a traditional product into a global brand.
