Strategic Plan and Budget

The National Mango Board uses a strategic plan, developed by the board members, to ensure the the best interests of the mango industry are being served and the funds are being invested wisely.

The following key objectives and supporting strategies provide the framework for the NMB’s programs from 2012 to 2014. The strategic plan is re-visited every three years to make sure the organization is still working toward the right goals. Each year, specific marketing, research and industry relations projects are developed to work toward these key objectives. To learn more about how the NMB works to fulfill these objectives and view project highlights and results, check out the quarterly Strategic Plan Update Summary, available in the downloads tab below.

2012 - 2014 National Mango Board Strategic Planning Objectives and Strategies

1. Connect with consumers to increase mango demand

   • Use consumer research to understand attitudes, buying behaviors and barriers
   • Educate consumers about cutting, ripening and usage
   • Connect with moms and kids
   • Tell mango’s nutrition story
   • Utilize new media opportunities

2. Increase mango visibility at retail

   • Implement year-round promotions
   • Build retail relationships and provide tools and resources
   • Utilize produce trade media to maintain a high profile for mangos

3. Increase fresh mango offerings on foodservice menus

   • Engage chefs and operators and provide tools and resources
   • Execute strategic mango promotions with foodservice chains
   • Maintain a high profile in foodservice trade media

4. Pursue mango nutrition messages through health and nutrition research

   • Identify promising topics for nutrition research and implement studies and build our “body of evidence” for the nutritional benefits of mangos

5. Pursue improved mango quality and food safety

   • Identify solutions for mango pre and post-harvest challenges, including packaging and treatment protocols
   • Identify solutions for mango food safety challenges

6. Facilitate a unified mango industry

   • Increase global outreach
   • Encourage better sharing of information
   • Help educate the mango industry on ways to improve quality
   • Utilize produce trade media to maintain a high profile for mangos

7. Maintain a reputation and crisis plan

   • Prepare for a media crisis
   • Prepare for a commerce crisis
   • Explore sustainability issues

8. Facilitate Ripe/Ready to Eat Mangos

   • Conduct exploratory research including consumer demand, industry readiness and case studies
   • Conduct technical research including ripening and handling practices, and varietal differences
   • Share findings with mango distribution channel from producer to retailer
   • Assist retailers and shippers in promoting Ripe/Ready to Eat Mangos to their local consumers

Measuring the Impact of the NMB

Since the NMB was formed in 2005, the group has been working to increase mango consumption in the United States, and striving to measure the impact of the program. From the number of mango samples served to runners at a marathon event all the way up to the total value of all mango imports, the NMB sets goals, measures outcomes and evaluates results every step of the way.

Mango Value Up 43%
One measure of the mango industry’s growth in the U.S. is the total FOB value of mango imports, which equals volume multiplied by price. From 2005 to 2010, the FOB value of mango imports has increased 43% from $259 million in 2005 to $371 million in 2010.

Average Price Per Box Up 27%
While the NMB does not interfere in any way with the mango market, price per box is an important factor for the industry and one indicator of mango demand. The average price per box increased 27% from 2005 to 2010. The increasing price is not simply a market reaction to lower volumes. Comparing 2009 and 2010, the average price per box increased 7% to while the volume increased 11.5%. Rising prices in the face of rising volume are a true indication of demand growth rather than supply scarcity.

NMB Impact on At-Home Mango Demand
According to research and analysis conducted by University of Florida economist, Dr. Ron Ward from March 2008 to June 2010, the impact of NMB marketing programs on at-home purchases of mangos was $63.76 million at the FOB level. This equates to 21% of total FOB value during this period.

At-Home Mango Demand/NMB Impact
(in millions of mangos)

Return on Investment is 7 to 1 at the FOB level
Dr. Ward’s conclusion is that the mango industry received a 7 times return on their investment during this period. For an $8.9 million investment, the industry received a $63.76 million increase in FOB mango sales. In other words, for every dollar invested in the NMB, the industry saw a return of $7 in FOB revenue.

Retail Volume Up 23% in 2010
Total mango volume per store per week across the U.S. was up 23% in 2010 over the previous year. This volume growth occurred in every quarter of 2010.