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Annual Performance Benchmarks for the Specialty Fruit Category and Mango Sub-Category

Conducted By: The Perishables Group
Time line: Ongoing
Objectives:

• Collect and evaluate national and regional retail scanner data for the specialty fruit category and the mango sub-category, from January 2005 to the present
• Identify mango sales trends by regions and seasons, and identify mango’s role as a driver of the specialty fruit category
• Identify trends in organic and fresh-cut mango movement

Project report will be posted when available

Mango Market Development Index

Conducted By: The Perishables Group
Time line: Completed for 2008, will be repeated in 2009
Objectives:

• Analyze mango movement for each of the 9 U.S. regions and 49 ScanTrack markets
• Develop an index measure for each region and market as a comparison against the national average for mango movement
• Identify the strongest mango markets, and those that represent the best growth opportunties

Project report will be posted when available

Mango Promotional Analysis

Conducted By: The Perishables Group
Time line: In progress, to be completed in 2008
Objectives:

• Collect and analyze sales and movement data, plus promotional history from 2 retailers each in 4 regions of the U.S.
• Evaluate the effectiveness of different promotional and pricing strategies for increasing mango sales

Project report will be posted when available

Mango Best Practices Testing

Conducted By: The Perishables Group
Time line: In progress, to be completed in first quarter 2009
Objectives:

• Evaluate the impact of using educational POS for mangos, enlarging the shelf space for mangos, and displaying the fruit separated by “ripe” and “less ripe” with signage identifying each group
• Conduct tests in 2 retailers, with the first test conducted during the summer season and the second test conducted during the winter season
• Each test to include 3 store panels – a control group and two test groups

Project report will be posted when available

Retail Toolkit For Mango Category Management

Conducted By: The Perishables Group
Time line: To be created in 2008 and updated in 2009
Objectives:

• Develop a tool that retailers can use to improve their mango sales and movement
• Toolkit will include and compile the findings of all of the Category Management projects
• Make the toolkit available to retailers across the U.S. and make it available to mango industry members for use in their work with retailers

Project report will be posted when available