The National Mango Board has launched a new mar­ket­ing cam­paign, renam­ing the Ataulfo mango vari­ety to Honey mango.

Over the years, the Ataulfo name has been repeat­edly reported as hard to pro­nounce for United States con­sumers, retail­ers and food­ser­vice users.

They’ve had a bit of an “iden­tity cri­sis” with other names attached to them as well. Cham­pagne, yel­low, young, baby and Adolfo are all name tags placed on this beloved sweet piece of fruit.

Dif­fi­culty with the name has cre­ated some missed edu­ca­tional oppor­tu­ni­ties for this pop­u­lar Mex­i­can cul­ti­var.

A main dif­fi­culty in the name has been a bar­rier to pur­chas­ing for those U.S. mango lovers con­fused about the mango. Using Honey mango is a consumer-​friendly way to improve the honey mango aware­ness and purchases.

The Honey mango trav­els well and is easy to find in the Amer­i­can mar­ket­place. The golden creamy tex­ture, often described as “but­tery,” holds up best when sliced or diced. Its ten­der tex­ture and mildly tart sweet­ness makes this mango adapt­able to many cuisines.

Honey man­goes are golden yel­low and gen­er­ally weigh between six and ten ounces. Key to their iden­ti­fi­ca­tion is the oblong shape, a but­tery flesh that is not fibrous and a very thin pit.

When ripened, the fruit will yield to gen­tle pres­sure and the outer skin will be wrin­kled. From this point, ripe fruit can be refrig­er­ated for up to a week or so.

How to Cut a Honey Mango: The thin outer skin can be removed with a veg­etable peeler or a knife. If using a knife, keep it as close to the skin as pos­si­ble and away from the flesh. Cut the mango in two large slabs as close to the flat pit as pos­si­ble. From here, slice or dice as pre­ferred.

The Honey mango is quite com­pat­i­ble with the spice and com­plex­ity of Mex­i­can food. They have become a part of that rich cul­ture and cui­sine.

A com­mon sight among Mex­ico City streets are ven­dors and mar­kets filled with authen­tic foods – com­monly man­goes, as pale­tas (pop­si­cles), hela­dos (ice creams), mac­a­roons, can­dies and sim­ple dried fruit snacks.

This deli­cious sweet treat from Mex­ico makes its way to Amer­i­can gro­cery mar­kets and restau­rants from now (March) through July.