Volume 4 | Issue 7 | July 2009 en español |
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This month starts a new feature in the Mango Connection. Our Consumer Research provides a monthly snapshot of consumer purchasing behavior relative to mangos. The current report provides an overview of the results through May 2009. Each month in the Mango Connection, we will add to this data so that you can follow the trends along with us. Click on any underlined text to get more information about that item.
The competition was fierce, but three lucky competitors have been selected as finalists in the running for the next Rising Mango Star. Caleb, age 14, of Garland, TX; Daniel, age 13, of Tampa, FL; and Devin, age 13, of Plant City, FL have won an all-expenses paid trip to Hollywood on August 7th to compete in a final cook-off for the judges. Be sure to check out their magnificent mango recipes and videos, and check back to see who wins the grand prize of $500 after August 7th! Check out their videos and recipes at www.mango.org/risingstar
Each quarter, we provide detailed reports for each area of our marketing program. The June Mango Connection featured the updated Retail Promotions Report. This month, check out the reports for our Consumer Marketing, Foodservice Marketing and Trade Media programs. For each report, the first page or pages provide an overview of the program. If you'd like to see more details, just scroll through the document to find listings of each newspaper, magazine, online and television hit we've secured for the promotion of mangos. Consumer Marketing Results Report Foodservice Marketing Results Report Trade Media Results Report
The Packer, June 15, 2009, Mexican mango prices rise The Packer, 2009, The Guide, Content for the mango pages contributed by the NMB
The Mango Marketing Toolkit continues to be a valuable resource to retailers, industry members and the media. It's an online collection of mango marketing resources including a photo library, key marketing messages and so much more. Everything in the Mango Marketing Toolkit is available 24 hours a day at www.mango.org/graphics. Now there's a new way for you to promote the Toolkit to your customers. The Mango Marketing Toolkit Flyer is a one-page document you can use to remind your customers that the Toolkit is available, and let them know what they can find in the Toolkit. Download the PDF file so you can attach it to emails or print out a hard copy for your in-person meetings. Your customers will appreciate you pointing out this great resource, which is packed with tools to help them build their mango business. Mango Marketing Toolkit Flyer
Mangos are a mainstay in most U.S. supermarkets, but demand for the fruit depends on many factors, including appearance, taste, and price. Consumers' understanding of the fruit plays a key role in whether or not they'll make a purchase. Consumers' buying habits also vary according to demographic differences like ethnicity, income and education level. In order to successfully market mangos and determine which promotions would be the most effective, the National Mango Board has set up a system to help measure the demand for mangos in the U.S. Spearheaded by Dr. Ronald Ward of the University of Florida, Gainesville, the NMB has developed an ongoing survey of consumer households to track their mango purchasing behavior. Tracking this data over a period of time will allow the NMB to determine the effectiveness of promotions and help the board to build overall demand for mangos. This monthly survey of approximately 1000 consumers per month is an ongoing project and results will be reported each month in the Mango Connection. The NMB will use the information to help shape future programs and gauge the effectiveness of our efforts. The Executive Summary for this project, which is linked below, includes the initial findings from the 2008 research. In the Consumer Research Report, you'll find the results for the key questions of market penetration, number of mangos purchased and average price paid from March 2008 through May 2009. Consumer Research Executive Summary Consumer Research Top-Line Report
The National Mango Board coordinates with key supplier countries to bring you a forecast of the expected mango volumes. The Crop Forecast document provides the forecast, recent volume history and a comparison to last year. Recent pricing history helps to tell another part of the story. Click here for the latest Mango Crop Forecast. 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.
The National Mango Board has met with mango industry members in Juazeiro, Bahia, Brazil on July 17th. The next stops for the industry outreach meeting tour are Rio Rico, AZ on August 4th and Los Angeles, CA on August 6th. Detailed information is posted in the calendar section of mango.org. A meeting in Guayaquil, Ecuador is scheduled for September 17th. Detailed information will be posted when available. 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.
This year's Mango Industry Meeting and Reception will be held Saturday, October 3, 2009 from 5:30 to 7:00 p.m. at the Hilton Anaheim Hotel in conjunction with PMA Fresh Summit. Look for more information soon in the calendar section of mango.org.
The NMB's next board meeting will take place in Las Vegas, NV during the week of September 7, 2009. Check out the calendar section for more details. 
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