Greetings Mango Industry,

In the first article below, you'll read about the new Mango Maturity and Ripeness Guide, which will be released soon. Retailers have been asking for some type of guide for a while now, and some were asking loudly and repeatedly. As industry members began to make those same requests, it was clear to the NMB that doing nothing was not an option.

Of all the projects the board has tackled since 2005, this maturity guide has evoked the most discussion among board members and industry leaders. The board began considering the need for such a guide in 2008—and here we are, rolling the product out in the second quarter of 2010. While the project may seem simple on the surface, the work that went into it was complex. At each stage, we were keenly aware of the importance of the project and the potential impact it could have on the industry we’re working to support.

In short, if it was simple, you would have seen it years ago.

We consider this guide to be the first edition. As we learn more and get feedback from the industry, we will make adjustments in the guide and move forward. This is an important first step, to use the research we’ve invested in to create a guide and get it out to the industry. We look forward to your feedback.

Genuinely,
William Watson, Executive Director

 Mango Maturity & Ripeness Guide Coming Soon

Retailers and mango industry members have been asking the NMB to create an educational tool that could help the retail quality assurance teams do a better job receiving mangos. They were asking for a tool that could help with evaluating mango maturity and ripeness at the receiving point. In 2009, the NMB took on the challenge of identifying which measurements could be included in the guide and gathering the variety-specific data for each measurement.

The result is the new Mango Maturity & Ripeness Guide, which will be available in late April or early May. The guide includes the top six commercial mango varieties: Ataulfo, Francis, Haden, Keitt, Kent and Tommy Atkins. For each variety, five stages of maturity/ripeness are represented with internal flesh photos, color swatches, and ranges for firmness and Brix levels. It is intended for use at the retail receiving point in the United States.

The Mango Maturity and Ripeness Guide is designed to be a user-friendly, handheld tool. It will be laminated and the panels can be folded back to show just one variety at a time. It can also be hung on the wall as a poster, if that is the retailer’s preference.

The guide that is being produced is labeled “Version 1, Spring 2010” so that future updates can be made. We will be seeking feedback from the industry and looking for ways to improve the guide in the future.

The NMB will first distribute physical copies of the guide to mango industry members in the U.S., with digital copies going to our foreign industry members. The next step will be to distribute the guide to retailers in the U.S.

Stay tuned for more details, and if you are a mango importer or first handler based in the U.S., watch your mailbox for your copy of the Mango Maturity and Ripeness Guide.

  2009 Retail Promotions Report

The NMB retail promotions program runs year round and includes large and mid-sized retailers from across the country. We have three regional Retail Account Managers who meet with the retailers, deliver our tools, set up promotions, and encourage the retailers to build their mango business all the time, not just during an NMB promotion. We continue to be encouraged by the efforts these retailers are willing to make, once they see the growth potential of the mango category.

Within our paid promotions program, we conducted 102 promotions in 2009, totaling a $402,223 investment. Because of this program, 19,683 U.S. grocery stores were impacted by our promotions, including 4,008 mango sampling events. Our Retail Promotions Report lists each and every promotion, including the timing, size of the retailer, a brief description of the promotion and results where available. Click here for the report.

Our 2010 retail promotions program is well underway, with a successful first quarter behind us and plans for strong spring and summer promotions already in place.

  Yellow and Green-Skinned Mango POS Available

Retailers and mango industry members tell us that sales drop off when the mangos aren’t red. Everyone in the business knows it’s not correct to associate redness with quality or ripeness, but how do we teach consumers?

That’s why the NMB has developed header cards and tear pads specifically for yellow-skinned and green-skinned mangos. Click here to see the yellow-skinned mango header. And click here to see the green-skinned mango header.

They are available on request, along with all of our POS offerings by filling out our POS order form, which is always available at www.mango.org/graphics. Your retailers can order the POS they need, or you can do it for them. Meanwhile, our Retail Account Managers are already out talking to retailers all across the country about the new POS offerings and other NMB tools available to them.

  National Mango Board In The News

Telediario, February 17, TV Coverage

Nuevo Mundo, February 17, Radio Coverage

Prensa Libre, February 20, Apuestan a mejorar ventas de mango (Better mango sales expected)

The Packer, February 22, Mango board plans Web seminars to discuss marketing, research efforts

The Packer Online, March 1, Mangoes' cancer-fighting properties studied (This statement was made by the publication, not the NMB. It has not been evaluated by USDA or FDA.)

FruitNet.com, March 2, Cancer study suggests mango benefit

Perishable News, March 4, Study: Mangos Can Help Fight Cancer Cells (This statement was made by the publication, not the NMB. It has not been evaluated by USDA or FDA.)

The Packer, March 8, Mangoes studied for anti-cancer health benefits

Perishable News, March 11, NMB to Undergo USDA Referendum Vote

Geraldo José, March 11, O Impacto da Manga Sobre as Células Cancerosas é Estudado em Laboratório (The Impact of Mangos on Cancer Cells is Studied in Lab)

Vitrine Social, March 11, O Impacto da Manga Sobre as Células Cancerosas é Estudado em Laboratório (The Impact of Mangos on Cancer Cells is Studied in Lab)

SL Comunicaçao, March 15, Manga versus Células Cancerosas (Mango versus Cancer Cells)

The Packer, March 15, Mango board faces first referendum

Produce News, March 15, National Mango Board attacks color differentiation

Produce News, March 15, Mango industry buoyed by cancer research

Produce News, March 15, Mango industry moving forward on carton uniformity

Produce News, March 15, Mango board referendum set

PMA Headline News, March 16, Mango industry moving forward on carton uniformity

  Consumer Research Results

Each month, approximately 1,000 consumers are surveyed on behalf of the NMB as part of our ongoing consumer research project. We use this valuable 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 January 2010.

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 mango market 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 to your computer's cache. A click on "refresh page" or "reload page" should bring up the newest crop forecast document.

  Nominations Update

In early April the NMB will begin the 2010 nomination process for the following National Mango Board positions:

• 1 Importer - District 2
• 2 Importers - District 3
• 1 Importer - District 4
• 3 Foreign Producers

These positions are for 3-year terms starting in January 2011, with the exception of District 2. For District 2, the position is for a 1-year term starting in January 2011. For a listing of the current board members, and an overview of the nominations and appointment process, click here. By April 9th, this page will also include links to the nomination packets for each available position.

  Virtual Outreach Meetings Update

The National Mango Board hosted a virtual outreach meeting via webinar on March 3rd, 2010. We hope you were able to join us, but if not, the webinar and materials are available to you online. Click here and look for the link to the March Virtual Meeting to watch a recording of the webinar.

These virtual meetings will be held quarterly throughout 2010, and the next session is scheduled for Wednesday, June 2nd.

  Foreign Outreach Meetings Update

The National Mango Board met with mango industry members in Guatemala City, Guatemala on February 16th, 2010. The next stops for the industry outreach meeting tour include Piura, Peru at PROMANGO Congress on June 17th and Petrolina, Pernambuco, Brazil at FENAGRI in July 2010. Detailed information will be posted in the calendar section of mango.org 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.

  Industry Outreach Video

Have you seen the new NMB industry outreach video? It features many of our board members and some industry members speaking about their work with the NMB. We produced the video in both English and Spanish. Check it out! You’ll probably see someone you know!

  Next Board Meeting

The National Mango Board will meet on September 14 and 15, 2010 in the New York/New Jersey area. Details will be posted in the calendar section when they are available.

  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.