Volume 3 | Issue 7 | July 2008 en español |
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Your National Mango Board is here to build awareness and consumption of mangos and to provide you with tools you can use to build your mango business. We don’t want you to miss out on our monthly Mango Connection, so if this message was forwarded to you, please click here to subscribe so we can send it to you directly in the future. Click on any underlined text to get more information about that item.
Your NMB Research program is pleased to present the new Mango Development Index Report, which compares mango sales performance in 48 markets against the national average. The report is easy read, easy to use and packed with great information. This tool shines a spotlight on these 48 markets and reveals where the best growth opportunities can be found and which markets are over-performing compared to the rest of the country. You may find some surprises in this report. Click here to download the Mango Development Report.
A new feature has been added to the Mango Crop Forecast. The recent price history (average low price and average high price) by variety and size, as reported by the USDA-ARS is now included in the forecast. Please click here to see the most recent crop forecast with this new feature.. We have also launched a new Crop Forecast Alert Email program. When you sign up for these alerts, you’ll receive a short, simple email each time the crop forecast is updated. You will not automatically receive the Crop Forecast Alert Email, so please click here to sign up if you want to receive it.
Over 100 companies are currently listed in our online mango supplier database. This searchable database is available to buyers through out website, and for privacy reasons, it only includes companies that give us permission to list their information. When retailers ask us to provide a list of mango suppliers, we point them to this database. If your company is not listed, you might be missing out. Check it out and if you want to be listed, just fill out the permission form in English or Spanish and send it back to us using the instructions on the form.
On August 8th, three young contestants will compete in front a panel of celebrity judges for the title of Rising Mango Star. The finalists are Dylan Beiersdorf, age 10 from Dallas, TX; Catherine Ralston, age 12 from New Albany, OH; and Dean Sturt, age 10 from Rowlett, TX, and you can click here to check out their fantastic entry videos and their recipes. Each finalist and their parent is being flown to New York City for the final judging, and the grand prize winner will appear with Ingrid Hoffmann on a TV segment where they will prepare their winning dish and talk with Ingrid about their love for mangos. Stay tuned next month to learn more about our winner and see the TV segment with Ingrid Hoffmann.
Your National Mango Board is obsessive about tracking results. It helps us know what programs are working really well and what needs tweaking. And, it helps you know how your funds are being invested and what sort of return on investment the industry is receiving. This information is powerful, and we want to share it with you. We know that the more people we can reach – whether they are consumers, retailers, trade media or foodservice professionals – the more impact we can make to increase mango awareness and consumption. The four trackers that cover our marketing programs can be found here. Each one includes a summary and some definitions right up front, but please contact us if you have any questions. Consumer Results Tracker Foodservice Results Tracker Trade Media Results Tracker Retail Promotions Results Tracker
This June, the National Mango Board promoted Mango Month in magazines, newspapers, online, on TV and with retailers. Ingrid Hoffmann was the star of this program, which featured her Tilapia Ceviche with Mango, Chicken and Avocado Salad with Poppy Seed Dressing and Grilled Mango with Spicy Rum Glaze and Vanilla Ice Cream. Our $115,000 investment in this program netted 84.8 million consumer impressions which would have cost over $800,000 if we had purchased this same exposure as advertising. Check out the Mango Month page on our website, where you can see Ingrid’s TV segment for yourself.
The Fresh Produce and Floral Council, a regional group representing the California and Arizona produce and floral industries, hosted their Southern California Expo on July 15th. The National Mango Board was there to talk mangos with the 1300 attendees, including retail produce directors, category managers, buyers and store-level managers and clerks. These regional produce trade shows are an excellent opportunity for us to hear directly from retailers what they need from us to help them grow their mango business. The NMB served fresh, ripe mango samples, which were a big hit!
Last month, we published the names of the nominees for board member positions with terms starting January 2009. Click here to see last month’s Mango Connection. The National Mango Board has submitted the nomination packets to USDA/AMS for review. Once AMS has reviewed the nomination packets, they will be forwarded it to the Secretary of Agriculture’s office for his decision on who will be appointed. In most cases, this process takes several months. Click here to see an overview of the nominations and appointment process.
The National Mango Board met with mango industry members in Guatemala on June 19th and in Brazil on July 25th to share details about our 2008 programs and results so far. A meeting in Ecuador is scheduled for September 11th & 12th and in Peru for November 4th and 5th. Detailed information will be posted in the calendar section of mango.org.
The NMB’s next board meeting will take place the week of September 22nd in Dallas, Texas. Please check the calendar section of mango.org for more details. 
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