Mango Connection
Volume 4 | Issue 10 | October 2009
en español
Be sure to check out the reports we've recently posted with results of our marketing programs through 3rd quarter 2009. These documents are a great way to learn more about how we measure our results, gauge our effectiveness and fine-tune our programs for the next year.

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

  Consumer Promotion Features Holiday Recipes for a
  Good Cause

NMB celebrity chef Ingrid Hoffmann is combining her love for mangos with her passion for supporting the Food & Finance High School in New York City in a promotion that will help consumers add a little Latin flair to their holiday menus. The NMB hosted an editor lunch at the High School in May to entice magazine editors to include mango-infused recipes in their holiday 2009 issues. On the same day, a video shoot in the school's teaching kitchen captured Ingrid demonstrating her favorite Latin flair recipes and showing how easy it is to cut a mango. The video will air on TV and the internet throughout the holidays, and the NMB will donate $1 to the school for every time the video is viewed online, up to $5000. Click here to check out these great recipes and to see Ingrid's Holidays with Latin Flair video.

  NMB Attends Foodservice Trade Media Conference

The NMB attended the International Foodservice Editorial Council (IFEC) Annual Conference in San Diego, California, October 12-15, 2009. IFEC is a small conference where product representatives have the opportunity to meet with foodservice editors in a fast-paced 10 minute session to pitch stories for the coming year. The conference includes educational seminars and product presentations. The NMB met with 20 editors who attended the event and discussed ways mangos can be included in their publications throughout 2010.

In addition to these meetings, the NMB donated a box of mangos to the silent auction and it became one of the most popular items! The NMB also sponsored the Chef Showcase, which is an event where local chefs are paired with specific products to create foodservice-oriented dishes. It was a great place for mangos to shine. Our partner chef, Paul McCabe from Kitchen 1540, created a Smoked Coriander Rubbed Lamb Loin with Mango Kosho, Hon Shimeji and a Green Mango Slaw. He also had a Mango Pate De Fruits. The editor meetings, silent auction and sponsorship at IFEC were all great successes for the NMB.

Check out our expanded foodservice section on to see all the tools we offer to this important audience.

  Marketing Results Reports

Each quarter, we provide detailed reports for each area of our marketing program. The September 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

An example of what you can learn by clicking through to these reports is that through the third quarter, the National Mango Board's messages have been seen by consumers nearly 283 million times!

  National Mango Board In The News

The Produce News, September 28, Mango shipments expected to rebound from slow September

The Produce News, September 28, National Mango Board schedules expansive fall promotion

The Produce News, September 28, Texas warehouse helps Coast Tropical expand business

The Packer, October 5, Pricing on tropicals, specialties reflects pressures of economy

The Packer, October 5, Green-skinned mangoes spark growers’ interest

The Packer Online, October 16, Mango board preps for holidays with video, social media outreach

Fresh Plaza, October 19, National Mango Board Adds Flair to Holidays with a Focus on Charity

Red Book RBCS Newsflash, October 20, Mango board’s holiday video will benefit school

  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 August 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 Mango Crop Forecast provides the projected volume, recent volume history and a comparison to last year for those countries that are currently shipping or will start shipping soon. 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 in 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 hosted our annual Mango Industry Reception in conjunction with the PMA Fresh Summit on October 3rd in Anaheim, CA. This educational and networking event was attended by roughly 300 mango industry members. A new format for the meeting allowed attendees to learn more about the NMB marketing, research and industry relations programs by visiting stations set up around the room and talking with representatives of each program area. This format allowed for a more relaxed atmosphere and more networking opportunities. The NMB will continue to fine-tune the format of this event to ensure that everyone who wants to learn about our programs has the opportunity to do so, while allowing plenty of time for networking. Please plan to attend this exciting event in October 2010.

The next stops for the industry outreach meetings are Piura, Peru on November 13th and Puerto Vallarta, Mexico on November 24th. Detailed information is posted in the calendar section of 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 Orlando. The meeting is scheduled for Nov. 17th & 18th. Please see the calendar section of for more information.

  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