The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Case In Point: More Than Mangos Company Launch

A native of Colombia transplanted to Calgary, Andres Herrera longed for the volume and variety of fresh fruit he enjoyed as a child. After discussing the idea of starting an exotic fruit import business with his wife, Belinda de Wolde, the pair began conducting research, which involved scouring produce markets in Vancouver's Granville Island, Toronto, Montreal, and various ethnic communities, looking for competition and consumer interest. They also met with fruit growers from Colombia, Florida, and the Dominican Republic. Their findings revealed few exotic fruits were entering Canada, although the European markets were importing shiploads of exotic fruit from South America each week. After considering ...