Greetings Mango Industry,

Evidently this mango season is one for the record books, in more ways than you may think. While you have been busy delivering over 344,657,000 pounds of mangos to the market since January, food editors of magazines and newspapers all over the U.S. have been impressing the NMB's mango message on their readers/viewers over 339,000,000 times. It took 12 months for us to reach consumers 411,000,000 times last year. Having so many impressions in front of consumers in six months means our media partners see value in our mango message and are eager to share it. With news being available 24 x 7, the media has many more options to choose from and we are grateful to see the NMB being considered as a serious news source.

To get a sense of when and where the media impressions have taken place, please check out the second quarter Consumer Media Results Tracker.

As you may know, we are also investigating the sustainability value of mangos. At first impression, many people consider sustainability to be only represented by the carbon footprint of a product. Although the carbon footprint of a product is important, we believe mangos offer a unique story of social contribution in the areas of production. Clearly understanding mango's sustainability contribution is crucial to effectively telling our story.

As you read this message, research is going on in the lab to help us know more about mango's impact on cancer. This is the first clinical work done of this type with mangos here in the U.S. and although we are a long way from understanding how mangos might impact cancer, the fact that this research is being done at all adds value to our mango message to the media. Stay tuned for updates on this and other nutritional research projects being done in the name of mangos.

Keep those mangos coming in and we will continue to reach out to the media. When we shape a positive impression of mangos in their minds, they're more likely to share the unique benefits of mangos with their readers and viewers.

Genuinely,
William Watson, Executive Director

 2010 Consumer Marketing Results

NMB's consumer marketing program has returned amazing results so far in 2010. As mentioned above, we're already approaching the total number of impressions we secured through the entire year in 2009. Calculating impressions is a way for us to estimate the number of times consumers saw our messages in print, on the web, or on TV. We've exceeded 339 million impressions in just the first half of 2010. That's over 1,600 people reached for every dollar we've invested in this initiative through June! It can be difficult to wrap your mind around these huge numbers, but maybe it will help to know that in just six months, mangos have been featured in national magazines such as Real Simple, Everyday Food, Cooking Light, Fitness, Better Homes & Gardens, Every Day with Rachael Ray, Health, Woman's Day, Bon Appétit, Food Network Magazine, Good Housekeeping, Redbook, Family Circle, Ladies' Home Journal and Martha Stewart Living, plus many more. Take a moment to scan the second quarter Consumer Media Results Tracker to see for yourself. You'll notice that the coverage was strong right from the start, which is a sign that the editors of these publications our listening when we promote the year-round mango supply.

  2010 Foodservice Marketing Update

The NMB foodservice program is off to a great start in 2010. Our foodservice trade media efforts have reached foodservice professionals over 1.5 million impressions through June. For more information on the coverage please see the 2010 Foodservice Media Results Tracker.

In addition to our results with foodservice publications, the NMB has had tremendous success with chain promotions. This summer we have a paid chain promotion in place with B.J.'s Restaurant & Brewhouse featuring Thai Salmon with Fresh Mango Salsa at 94 locations across the country. This promotion was supported by a newspaper insert, table tents and an e-blast which included the NMB logo.

In addition to paid promotions, we have some unpaid promotions through relationships we have built over the last three years. In 2007, the NMB and Chef Allen Susser hosted key staff from P.F. Chang's and Pei Wei at a Day with Chef Allen program. In 2009, Pei Wei introduced their Thai Mango Chicken as a summer limited-time offer. Due to the dish's success, Pei Wei has re-released the Thai Mango Chicken as a limited-time offer for this summer as well. Pei Wei used their social media network to help promote the dish with a Facebook contest, online cooking class using mangos and constant updates about the dish and the mangos they are using. The dish is also featured on Pei Wei's website home page and on in-store materials. Although the pay off wasn't immediate, these great results were certainly worth the wait. Pei Wei has over 150 stores in 15 states.

The NMB will be sponsoring the Flavor Experience in August, which is a great opportunity to build relationships with chefs and foodservice operators. Our past sponsorship of this event has led to success with chains like Elephant Bar, which has recently added fresh mango menu items.

  Mango Crop Report

Last month, the NMB unveiled a brand new Mango Crop Report Application, which provides direct access to the USDA Market News database generates historical volume or f.o.b. pricing reports based your specific search parameters. First, choose your date range with the option to go all the way back to January 2005. Next, choose your source countries and entry ports. In just minutes, you can generate a report with as much or as little detail as you need, and you can export that data to an Excel file with one click. Check it out and let us know what you think!

The Mango Crop Report is updated every 7 to 14 days with information pertaining to the countries that are currently shipping mangos or will begin shipping soon to the U.S.

Click here for the latest Mango Crop Report.

You can also visit www.mango.org/crop to see the most recent Mango Crop Report and to sign up to receive an alert email each time the document is updated.

Please note - if you visit the crop report frequently, you might find that you need to refresh your page to see the newest crop report. 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 report document.

  Nominations Update

The nominations packets have been assembled and sent to the Secretary of the United States Department of Agriculture (USDA). The Secretary makes the final decision on all board member appointments. Based on our experience from previous years, the appointments may be announced between November 2010 and February 2011. Click here to see a list of the nominees from which the Secretary will choose.

  National Mango Board In The News

The NMB has been covered in the produce industry trade media every month so far in 2010. We bring you highlights in each issue of the Mango Connection (see below), and you might be interested in seeing a complete list of the coverage for the first half of 2010. The second quarter Trade Media Results Tracker details each media hit, including online coverage, complete with the impressions for each story and the ad equivalency. Our trade media efforts have returned over $189,000 in ad equivalency, which means it would have cost this much to purchase all that space as advertising. This is another cost-effective way to get the mango message out to retailers across the country.

Fresh Plaza, July 16, National Mango Board unveils Crop Report Application

Perishable News, July 20, National Mango Board unveils Crop Report Application

The Packer Online, July 21, Mango Board releases app for easy information

PMA Headline News, July 21, National Mango Board unveils Crop Report Application

  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 May 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.

  Best Handling Practices Webinar Now Available

If you were unable to attend our Best Handling Practices webinar in June, we encourage you to watch it now. The entire event with the slides and audio is available for you and your peers anytime, 24 hours a day.

This webinar event covered the mango's journey from the field to the consumer, mango quality and maturity assessment at receiving, and best handling practices for the warehouse and distribution center. The session is packed with valuable information.

Click here to watch the Best Handling Practices webinar.

  Virtual Industry Outreach Meeting Update

The next Virtual Industry Outreach Meeting will take place on Wednesday, September 8 at 4 p.m. Eastern time. This meeting will be a deep dive into NMB marketing programs. Please join us to learn more about our foodservice, retail and consumer marketing programs and how we use the internet to support all of these efforts.

So far in 2010, the NMB has hosted two Virtual Industry Outreach Meetings. The first was an overview of NMB marketing, research and industry relations programs. The second was a deep dive into NMB research programs. Both presentations are available, complete with the audio recording of the session. Please click here to view either event.

  Outreach Meetings Update

The National Mango Board met with mango industry members in Coral Gables, Fl at the International Mango Festival on July 10th, 2010. The next stops for the industry outreach tour are in Petrolina, PE, Brazil on July 29th at the FENAGRI and Guayaquil, Ecuador at the III International Ecuadorian Mango Congress on September 2nd, 2010. 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 will meet on September 14 and 15, 2010 in Hoboken, New Jersey. Details are posted in the calendar section.

  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.