Volume 4 | Issue 8 | August 2009
en español

Please plan to join us for the Mango Industry Meeting and Reception in conjunction with the PMA Fresh Summit. This event is a great opportunity for industry members from around the globe to network and learn more about the National Mango Board’s initiatives.

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

Mango Industry Meeting and Reception

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. Details are listed in the calendar section of mango.org.

Rising Mango Star

The finale cook-off for the 2009 Rising Mango Star contest took place in Hollywood, CA on August 7th at the California School of Culinary Arts. Three talented young men competed fiercely for the title in front of a panel of celebrity judges. Each of our finalists did a fantastic job, but Devin Davis, 13 of Plant City, FL rose above the competition to earn the title of 2009 Rising Mango Star with his “Knock Your Socks Off Mango Delight”.

You can learn more about Devin and the other finalists at www.mango.org/risingstar.

Foodservice Marketing Update

The NMB sponsored The Flavor Experience in August 2009 in San Diego, California. Our sponsorship of this and other events increases awareness for mangos at foodservice, allows us to network with chefs and foodservice operators, and helps us identify chains that are looking for help to get fresh mango on their menu. At The Flavor Experience, fresh mangos were featured in eight of the meals over the three day conference; from parfaits and custards to pastas, caprese salad and kabobs. In addition, fresh mangos were the focus during Chef Robert Danhi’s session, where he discussed the versatility of mangos on the menu during all levels of ripeness from a green mango slaw to a mango soup. Overall, the event was a great success with many beautiful mango dishes and even more great foodservice contacts made.

National Mango Board In The News

In the August issue of Produce Business Magazine, the NMB was among 17 organizations being recognized for their produce marketing prowess in the 2009 Marketing Excellence Awards. This competition highlights marketing campaigns that are innovative, strategic and produce outstanding results.

The NMB was recognized for our 2008 Rising Mango Star contest, which encouraged kids to “get cooking” with mangos and garnered strong media exposure for the mango industry. Our winner, Dean Sturt, was even featured on the nationally syndicated Bonnie Hunt Show in a 10-minute segment where he and Bonnie each prepared his Mango-licious Flip Flop Cake.

In addition to our own marketing efforts, the NMB was recognized for our work with the University of Massachusetts, which earned their own Marketing Excellence Award for their American Produce Week campaign. Supported by materials and menu development assistance from the NMB, the schools dining service featured mangos in a fresh salad during the event, which resulted in a mango volume increase of 80%.

Click here to see the Produce Business Marketing Excellence Awards.

Retail Category Development Tools

Our Category Development page in the Retailer Section of www.mango.org has been updated with the freshest information available. The NMB’s brand new Mango Category Retailer Toolkit is featured on the page, along with other resources that were previously available. The Mango Category Retailer Toolkit is packed with useful information retailers can use to help drive their mango business. It includes sales trends, demographics, merchandising and handling guidance, promotion strategies and more.

Click here for the Mango Category Retailer Toolkit.

Consumer Research Results

In the July Mango Connection, we unveiled this new monthly feature where we will report topline results of our monthly consumer survey. Approximately 1000 consumers are surveyed each month, and 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 June 2009.

Consumer Research Executive Summary
Consumer Research Top-Line Report

To read an overview of the project with the objective and survey parameters, click here.

Crop Forecast

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.

Industry Outreach Meetings

The National Mango Board has met with mango industry members in Rio Rico, AZ on August 4th and in Los Angeles, CA on August 6th. The next stop for the industry outreach meeting tour is Guayaquil, Ecuador on September 17th. Detailed information is posted in the calendar section of mango.org. 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.

Next Board Meeting

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.