Mango Connection
Volume 6 | Issue 7 | July 2011
en español
Greetings Mango Industry,

Many of you may be aware that FDA has increased their random inspections of mangos at the border. Although it can be a real inconvenience and sometimes keep fruit from getting to the market in a timely manner, it is encouraging that the inspections have not yielded any significant findings. It is also good to hear that the Fresh Produce Association of the Americas (FPAA) is working to address importers' concerns with FDA in an effort to streamline the process. Mangos continue to inspire me, especially with all the experiences they go through to get to the market here in the U.S. The increase in imports this year is a testament to the good work everyone along the mango distribution chain does.

The opportunity to post a comment regarding the NMB’s proposed assessment rate increase (from ½ cent a pound to ¾ cent a pound) was open for sixty days, May 11 to July 11. Now it is up to the Secretary of Agriculture to evaluate the proposal, the comments and eventually make a final decision. It is impossible to predict when an announcement will be made by the Secretary concerning the rate increase. I don’t anticipate hearing anything before October, but you never know.

There has been some chatter recently about the various APHIS protocols for imported mangos. The NMB does not promote or discourage any particular protocol, but we all realize that some mix of APHIS protocols will be necessary as long as mangos are exported to the U.S. from fruit fly quarantine regions. Our decision not to talk to consumers about these protocols is a strategic one. The competition for consumers’ attention is fierce. When we have that attention for a brief moment, we will not spend it on technical information that may confuse the public and discourage them from eating mangos. The NMB wants to use every opportunity we have to connect with consumers, to share our passion for all mangos, and to enlighten them of the benefits of enjoying this amazing fruit with their families.

Genuinely,
William Watson, NMB executive director

  Mango Mania Display Contest Entries Due August 15

Throughout the month of July, the NMB hosted the first ever Mango Mania Display Contest for Small Retailers. The contest was targeted to retailers with up to 50 stores. Over $10,000 in prizes will be awarded to 27 winning produce department managers.

The NMB shipped kits to all retailers in the U.S. with 10 to 50 stores, and shipped additional kits to retailers, wholesalers and mango importers on request. The contest period is winding down, and entries are due at the NMB office by August 15. Please visit www.mango.org/contest for complete details and contest rules and click here for the Mango Mania Display Contest flyer.

If any of your retailers participated in the contest, please encourage them to get their entries completed and turned into the NMB by August 15.

  Kent and Keitt Varieties In the Spotlight During Final
  Two Mango Hometown Tour Events

The NMB is celebrating regional cuisines with a mango twist. The world’s most popular fruit is being featured in Mango Hometown Tour, a program that challenges top local chefs to incorporate the naturally sweet flavor of mangos into their regionally-inspired dishes. Mango Hometown Tour will connect with consumers in opportunity markets to grow mango consumption.

Two chefs in each of six cities have been enlisted to create a recipe that reflects the best of their region with a featured mango variety. The chefs will participate in a taste-off to see whose mango dish truly reflects the essence of mangos and captures the flavor of the region. The judging panel for each event will include members of the local food media. The NMB is also working with a retailer in each market to showcase mangos for consumers before, during and after the event.

In conjunction with each taste-off event, the NMB will host a luncheon for the local mom community. A kid-friendly mango cooking demonstration and mango cutting lesson will accompany a lovely mango-infused lunch to pamper these influencer moms. A mango gift bag for each attendee will help them bring the mango magic into their home kitchens and get their little ones eating more mangos right away.

Mango Hometown Tour has visited St. Louis, MO; Charlotte, NC; Portland, OR; Tampa, FL and Cleveland, OH. The final stop in August will take us to Hartford, CT. For more details, visit the Mango Hometown Tour page on our website.

  Updated Results for NMB Consumer, Foodservice
  and Produce Trade Media Programs

Marketing program results for 2nd quarter have been posted as the NMB continues to connect with consumers, the foodservice industry and the produce industry.

Through the first half of 2011, the NMB touched U.S. consumers with mango messages more than 396 million times. The NMB works closely with writers, editors and producers to get mangos in magazines, newspapers, on websites and on TV throughout the year and across the country. By getting non-paid coverage for mangos, rather than buying traditional advertising, the NMB is able to multiply the industry’s investment many times over, and stretch the limited budget to the max.

For example, with an investment of just $28,000 in the nutrition ambassador program, mangos received media coverage that would have cost more than $1.8 million if purchased as advertising. In other words, for every dollar invested in this program, which is focused on communicating the nutrition benefits of mangos, the industry received $66 worth of TV, print and online coverage.

Meanwhile, the NMB’s foodservice media program reached culinary decision-makers more than 2.6 million times. The produce trade media program hit its goals, reaching that audience more than 1.9 million times.

As always, these results are available to the industry in great detail in the results trackers, which are updated after the close of each quarter.

Click here for the Q2 Consumer Media Results

Click here for the Q2 Foodservice Media Results

Click here for the Q2 Produce Trade Media Results

  NMB Marketing Manager Honored in “40 Under Forty”

NMB marketing manager, Megan McKenna, has been selected for inclusion in the Produce Business Magazine annual highlight of young, up and coming talent in the produce industry. Competition for this exclusive honor is fierce, with many young nominees vying for inclusion in the group. Check out the recently published profile of McKenna here.

  National Mango Board In The News

Produce Business, June, Megan McKenna, Marketing Manager, National Mango Board

The Produce News, June 6, Mango supplies expected to continue to rise as season progresses

The Produce News, June 6, NMB continues strong promo program

The Produce News, June 6, Smaller retailers focus of NMB promotion

The Produce News, June 6, J&C Tropicals touts Florida mangos

The Produce News, June 6, Mango board contest targets smaller retailers

The Produce News, June 6, Importers support mango board’s assessment hike

Produce Retailer, June 22, Mango board targets small retailers in display contest

The Produce News, June 23, National Mango Board announces display contest

The Packer Online, June 23, Chefs cook up new, flavorful ideas with tropical fruit

The Packer Daily, June 23, Mango volume may set record

Progressive Grocer, June 27, Nat’l Mango Board Unleashes ‘Mango Mania’

The Packer, June 27, Chefs cook up new, flavorful ideas with fresh tropicals

The Packer, June 27, Nonvoting seats cut from mango board

Perishable News, June 27, USDA Issues Final Rule Adjusting National Mango Board Membership

Fresh Plaza, July 1, US: More varieties of mangos available from Freska amid growing demand

Produce Retailer, July 5, Mango Mania display contest targets smaller retailers

Perishable News, July 22, Top 6 Mango Importing Countries To Hold Mango Extension Workshops

  Consumer Research Results

Each month, a panel of consumers is surveyed on behalf of the NMB as part of our ongoing consumer research project. We use this valuable information to help shape future initiatives and gauge the effectiveness of the NMB’s marketing programs.

The report includes monthly data about total mango purchases for at-home consumption, market penetration, number of mangos purchased per household and prices paid.

Consumer Research Report with data from March 2008 to May 2011.

Consumer Research Project Overview with objective and survey parameters.

  Mango Crop Report

The Mango Crop Report is updated every 7 to 14 days with information pertaining to the countries that are currently shipping mangos or will begin shipping soon to the U.S.

Click here for the latest Mango Crop Report.

Recently, the Mango Crop Report was redesigned to provide more information in a format that is easy to digest. A one-page summary of the current crop situation and trends is now included as a cover page. Any information that is new or changed that week appears in bold text. We look forward to hearing your feedback about this improvement.

Visit the Mango Crop Report Application for direct access to the USDA Market News database with historical volume and FOB pricing reports based your specific search parameters.

You can also visit www.mango.org/crop to see the most recent Mango Crop Report, access the Mango Crop Report Application and to sign up to receive an alert email each time the Crop Report is updated.

Please note - if you visit the Crop Report frequently, you might need to refresh or reload your page to see the newest version.

  Proposed Rule to Increase Fresh Mango Assessment:
  Comment Period Closed

The United States Department of Agriculture (USDA) published a proposed rule for a proposed increase in the assessment rate on fresh mangos. The proposal is to increase the assessment rate by ¼ cent per pound (from ½ cent per pound to ¾ cent per pound). The assessment rate may be modified by USDA as specified in the Mango Promotion, Research and Information Order, which governs the operations of the National Mango Board (NMB).

USDA hosted a public comment period, which ended on July 11, 2011. A total of 20 comments were posted. The assessment increase, if approved, will be effective at some point after the final rule is published. USDA will determine the schedule for this process.

A link to the proposed rule can be found at www.mango.org/assessment. From this page, the public comments that were submitted can also be viewed.

  Nominations Update

The nominations packets have been assembled and sent to the Secretary of the United States Department of Agriculture (USDA). The Secretary makes the final decision on all board member appointments. Based on our experience from previous years, the appointments may be announced between November 2011 and February 2012. Click here to see a list of the nominees from which the Secretary will choose.

  Outreach Meetings and Extension Workshops

On July 6, the NMB hosted an industry outreach meeting and a research extension workshop in Petrolina, Pernambuco, Brazil. On July 8, the NMB made a presentation at the International Mango Festival at Fairchild Tropical Botanic Garden in Coral Gables, FL. On July 26, 27 and 28, the NMB hosted an industry outreach meeting and research extension workshop in Colima, Colima, Mexico.

Coming up on August 31, the NMB will host an outreach meeting and a research extension workshop in Guayaquil, Ecuador.

The outreach meetings are designed to share information about marketing, research and industry relations programs developed by the National Mango Board to serve the mango industry. The research extension workshops bring mango research experts into production regions to help local producers, packers and exporters identify ways to improve mango quality.

Please see the calendar section of mango.org for detailed information about these upcoming events.

  Next Board Meeting

The NMB's next board meeting is scheduled for the week of September 11 in La Quinta, CA. Detailed information will be posted in the calendar section of mango.org as it becomes available.

  NMB Diversity Statement

The NMB encourages industry members without regard to race, color, national origin, sex, religion, age, disability, political beliefs, sexual orientation, size of business/operation, and marital or family status or other basis protected by U.S. law to participate in NMB activities and seek a position on the NMB.

National Mango Board