Volume 4 | Issue 4 | April 2009
 en español


The deadline for nomination packets to arrive at the NMB is May 6th. If you are interested in being nominated, please see the article below and act now to get your paperwork submitted.

Click on any underlined text to get more information about that item.

Final 2008 Results

Our marketing team has finalized the media results from our consumer, trade media and foodservice marketing programs from 2008. One of the goals of our marketing program is to educate our audiences and keep mangos top of mind. We do this by getting coverage for mangos in newspapers and magazines, online and on television. These reports allow us to measure our progress and report back to you, the mango industry.

Here are a few highlights:
Consumer Media
  • Our messages reached consumers over 400 million times in 2008 - this measurement is called "impressions"
  • If we had purchased all of this print space and television time as advertising, it would have cost over $12 million - this measurement is called "ad equivalency"
  • Based on our investment in our consumer media programs of $865,000, we delivered $13.93 of advertising equivalency for every single dollar invested
  • For every single dollar of the mango industry's money invested, we reached over 475 consumers


    • Foodservice Media
  • In publications read by the foodservice industry, we made over 3 million impressions
  • The ad equivalency for mango coverage in foodservice newspapers and magazines was over $86,000
  • For every single dollar invested, the return was 95 impressions and nearly $3 in ad equivalency


    • Produce Trade Media
  • In magazines and newspapers geared to the produce industry, the NMB secured nearly 2 million impressions
  • The ad equivalency for this coverage was nearly $230,000
  • For each mango industry dollar invested, the NMB secured 81 trade media impressions and over $9 in ad equivalency


    • For all of the detailed results, please take a few minutes to check out the:
  • 2008 Consumer Media Results Tracker
  • 2008 Trade Media Results Tracker
  • 2008 Foodservice Media Results Tracker


    • For 2009, the results trackers have been re-formatted so they are easier for you to read and understand. They will be updated each quarter with all of the latest results, and highlighted here in the Mango Connection. You can expect the results to start small and build throughout the year, just as they did in 2008. The very first 2009 results trackers are posted here:
  • 2009 Consumer Media Results Tracker
  • 2009 Trade Media Results Tracker
  • 2009 Foodservice Media Results Tracker


    • Please note that the final 2008 Retail Promotions Report was posted with the February Mango Connection. The first retail promotions report for 2009 will be featured in the May Mango Connection.

    Research Reports Posted

    We have recently posted to our Web site a new batch of reports from various mango research projects, which are designed to provide information and insights to support our goal of increasing mango consumption. With the input and guidance of our board members and the NMB research committee, these research projects are designed to tackle a particular problem or identify a new opportunity.

    For each project, we publish the researcher's full report, along with an executive summary, which covers the key findings from the report. We know you are all busy, busy people, so the executive summaries will help you to benefit from these research projects while minimizing the time needed to read them.

    Alternatives to Hot Water Treatment
  • Full Report
  • Executive Summary


    • Mango Modulates Glucose and Lipid Parameters
  • Full Report
  • Executive Summary


    • Phytochemicals in Imported Mangos
  • Full Report
  • Executive Summary


    • Nominations Update

    The 2009 nomination period is now open. The deadline for nominations to be received at National Mango Board's office is May 6. The following positions are available:
  • 1 Domestic Producer
  • 1 First Handler
  • 2 Importers - District 1
  • 2 Foreign Producers


    • These positions are for 3-year terms starting in January 2010. Click here for the answers to frequently asked questions about the nominations process.

    For the Domestic Producer, First Handler and Importer positions, the nominations process starts by downloading and completing one of the following nominations packets:
  • Domestic Producer
  • First Handler
  • Importer


    • The Foreign Producer nominations are handled through the foreign mango organizations. Please contact the mango association in your country if you are interested in being nominated as a Foreign Producer.

    For a listing of the current board members, click here.

    National Mango Board In The News

    Fresh Plaza, March 20, 2009, National Mango Board Expands Online Marketing Efforts

    The Packer Online, March 20, 2009, Mango board plans Web, video promos

    Red Book RBCS NewsFlash, March 24, 2009, “Mango board boosts online marketing efforts

    Fresh Plaza, March 26, 2009, National Mango Board seeks nominees for 2010 Term

    The Packer Online, March 27, 2009, Importers find opportunities in Guatemala

    The Produce News, March 30, 2009, National Mango Board speeds consumer familiarity
    The Packer, March 30, 2009, Importers find opportunities in Guatemala

    The Packer, April 6, 2009 Mango board hypes features, programs for spring

    The Packer, April 6, 2009 Mango board looking to fill member positions

    The Packer, April 6, 2009 Best practices seminar educates

    The Packer, April 6, 2009 Mangoes get new PLUs, classification system

    Fresh Plaza, April 15, 2009, Mango board close to growers to share market expectations and strategies

    Crop Forecast

    You might notice a few changes to the Mango Crop Forecast this week. Based on input from industry members, we have made some formatting changes and added some new information to help you plan your mango business. One big change to note is that volumes are now listed in boxes, not 10,000 box increments. As always, we welcome your feedback, so let us know what you think of the changes by emailing info@mango.org.

    Please note - if you visit the crop forecast frequently, you might find that you need to refresh your page to see the newest crop forecast. This is because the older version is saved your computer's cache. A click on "refresh page" or "reload page" should bring up the newest crop forecast document.

    Industry Outreach Meetings

    The National Mango Board met with mango industry members in McAllen, TX on April 1st. The next stop for the Industry Outreach Meeting is in Teaneck, NJ on June 2nd. These meetings are designed to share information about marketing, research and industry relations programs developed by the National Mango Board to serve the mango industry. Detailed information is posted in the calendar section of mango.org.

    Next Board Meeting

    The NMB's next board meeting will take place in Los Mochis, Mexico during the week of September 7, 2009. Check out the calendar section for more details.