Greetings Mango Industry,

This season’s import volume tells us that more mangos have been imported to the U.S. than ever before. According to U.S. Customs, mango volume since January is up 10 percent over the same time period as last year and is higher than in any previous year. We are also seeing retailers recognize the benefits of promoting all kinds of mangos, not just the ones with red skin. In this issue of the Mango Connection you’ll see our latest report of retail mango promotions executed so far in 2010. Consumers are seeing mango messages all over the media, including print and broadcast. Even Jango Mango is getting in on the action; he’s got more than 1,000 friends on Facebook now! These are just some of the indicators of a successful year, one that will be hard to match.

If you are interested in learning more about the NMB marketing programs, I encourage you to sign up for the September 8th Virtual Industry Webinar. Click here to reserve your spot.

The board members and staff are scheduled to begin crafting our 2011 budget at a meeting in Hoboken, NJ next month. Please know you are invited to attend.

Genuinely,
William Watson, Executive Director

 2010 Retail Marketing Results

The NMB retail marketing program has seen exciting results so far in 2010. To date, retailers have submitted proof of performance for 39 promotions impacting 9,850 stores. These 39 promotions included 1,848 in-store mango sampling events. Another 92 promotions are committed for 2010. Many of these have already taken place and we are simply waiting for retailers to send in their proof of performance before adding those promotions to the report. By using an allocation plan based on historical average volumes, the NMB is able to spread the promotional investments out through the year so that each country and growing region gets their fair share of promotional support.

Please check out the Retail Promotion Results Report for detailed information about NMB-funded mango promotions.

  NMB Wins Produce Business Marketing Excellence
  Award

The National Mango Board has been awarded the Produce Business Marketing Excellence Award for the second year in a row. Just thirteen organizations in the produce industry were recognized for their creative consumer marketing campaigns. The publication singled out the NMB for our 2009 Holidays with Latin Flair marketing program featuring Ingrid Hoffmann. The campaign’s objective was to encourage consumers to use mangos year-round by focusing on a non-traditional mango season. Click here to see the program description, which appeared in the August issue of Produce Business.

  National Mango Board In The News

The Packer, July 26, Mango Board posts crop data

The Packer Online, August 4, Special Sections: Marketing to Kids, PBH aims child health to adults

The Packer Online, August 4, Special Sections: Marketing to Kids, Mango board courts national women’s magazines

Fresh Plaza, August 20, Mango industry imports record-setting spring/summer volume

FruitNet, August 20, Record mangoes enter US market

The Packer Daily, August 20, Mangoes see record imports, increased promotions

The Packer Online, August 20, Mangoes see record imports, increased promotions

Fresh Plaza, August 23, La industria de importación de Mango récord de volumen en primavera/verano

The Produce News Online, August 23, Mango industry imports record-setting spring/summer volume

Perishable News, August 24, Mango Industry Imports Record-Setting Volume for April to Mid-August

PMA Headline News, August 24, Mango industry imports record-setting spring/summer volume

Produce Business, August, 22nd Annual Marketing Excellence Awards, Clever Campaigns

  Mango Crop Report

In June, the NMB unveiled a brand new Mango Crop Report Application, which provides direct access to the USDA Market News database and 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.

  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 June 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.

  Virtual Industry Outreach Meeting Update

The National Mango Board will host a virtual industry outreach meeting via webinar on September 8th. Please join us online to learn how the NMB is working on your behalf in the U.S. marketplace. You will have the opportunity to listen and participate in this unique virtual outreach meeting as we take a deep dive into NMB marketing programs.

Wednesday, September 8th at 4 p.m. EDT/1 p.m. PDT
Click here to reserve your spot in this free one-hour NMB Virtual Outreach Meeting

You will have the opportunity to learn more about a wide array of marketing programs including our marketing and promotions initiatives with the foodservice and retail trade, and our ongoing efforts to reach and educate consumers about mangos. Details of each program will be discussed with examples and results to help illuminate how the NMB helps drive awareness and consumption of mangos.

This event will be held via web conference, allowing you take advantage of the information without leaving your office. Admission is complimentary.

For more information, please contact Marilda Peele at NMB by calling 407-629-7318, ext. 106 or via email at mpeele@mango.org.

  Mango Industry Reception at PMA Fresh Summit

The National Mango board will host a networking event for the mango industry in conjunction with the PMA Fresh Summit. Please join us Saturday, October 16th from 5:30 to 7:30 p.m. at the Rosen Centre Hotel, which is next door to the Orlando/Orange County Convention Center at 9840 International Drive, Orlando, FL 32819.

  Outreach Meetings Update

The National Mango Board met with mango industry members in Petrolina, PE, Brazil on July 29th, 2010. The next industry outreach meeting will be in Guayaquil, Ecuador at the III International Ecuadorian Mango Congress on September 2nd, 2010. 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. Detailed information is posted in the calendar section of mango.org.

  Next Board Meeting

The NMB will meet on September 14th and 15th, 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.