Taste the Differentiation at Trader Joe’s

100% Mango Juice from Carabao Mangoes

Continuing its tradition of private brand product differentiation Trader Joe’s has introduced 100% Mango Juice from Carabao Mangoes is not from concentrate. This means it is pure Mango Juice—pressed from fresh, ripe mangoes, and pasteurized and canned on site in the Philippines.

Only the Philippines grows the Carabao variety of mango, and Carabaos are recognized the world over for their especially smooth, exceptionally sweet, minimally-acidic flesh. Trader Joe’s 100% Mango Juice from Carabao Mangoes comes in a pack of four, 8.4-ounce cans, and we’re selling each pack for $2.99 (75¢ per can).

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.