Mango Connection
Volume 6 | Issue 4 | April 2011
en español
Greetings Mango Industry,

Anyone involved in the business of selling mangos from foreign countries to the U.S. is familiar with APHIS, (Animal Plant Health Inspection Service). This organization is the primary regulatory agency of USDA for enforcement of mango treatment protocols. In order to write and enforce regulations to protect U.S. agriculture and the public, APHIS regularly coordinates with the ARS (Agricultural Research Service) in planning and carrying out research.

ARS performs and manages many different types of research in labs all over the U.S. Many at the ARS facility in Weslaco, TX known as KSARC (Kika de la Garza Subtropical Agricultural Research Center) helped develop the original quarantine treatments for mangos, and they revised the protocols in cooperation with Mexican exporters in 2002.

At this time, KSARC houses the only governmental resources in the continental U.S. charged with researching quarantine treatments for tropical and subtropical fruit. The NMB is currently working with KSARC to identify the effects of radiation on Manila mangos from Mexico.

The scientists at KSARC began working with mangos around 1984, after the leading quarantine fumigant (ethylene bromide) was withdrawn for use on fresh produce. They have investigated the possible use of hot forced air for use on citrus and mangos, and they have been instrumental in the release of sterile insects and selected sprays to establish a fly free zone in northern Mexico.

We have learned that KSARC may be closed because of possible budget cuts. The lab closing would impact everyone who imports mangos, not just our friends in South Texas. If the lab in Weslaco is closed, the mango industry would lose a valuable partner in the research and implementation of programs designed to improve quality and control pests.

The NMB has no formal position on the possible lab closing. However, I felt it was important that you be aware of the issue. If you want learn more just call or email me at 407-629-7318 or wwatson@mango.org.

Genuinely,
William Watson, NMB executive director

  Evaluation of NMB Programs and Results Shows
  Significant Impact for the Mango Industry

The NMB, like all federal commodity boards, is required to periodically evaluate the program’s effectiveness and return on investment to the industry. This process strengthens the program by helping the staff, board members and industry better understand how the program is working.

The NMB commissioned a research study to track how and why consumers decide to buy mangos. Dr. Ronald Ward, professor emeritus of the University of Florida, Gainesville, researched mango import data tracked how consumers were affected by NMB marketing programs by tracing mango purchases from import to consumption.

For an in-depth look, read “Evaluating the National Mango Board’s Programs Impact on U.S. Demand for Mangos.”

For a brief overview of the study and its findings, read the executive summary.

The following is pulled directly from the executive summary.

Overall Findings:
The NMB’s programs have demonstrated a significant return on investment. The NMB’s programs are enticing households to try mangos and the resulting demand gains are relatively large, Ward says.
  • Marketing and supporting mango programs added about $187 million in total household expenditures on mangos over a 2+ year period. That represents a 21% increase in demand as a direct result of the marketing and support programs, Ward says. During that same time period, household expenditures on mangos increased $63.8 million at the FOB level because of Mango Board programs, research shows.
  • Overall at the FOB level, the NMB’s efforts have produced about $7 million in additional FOB-level revenues for each million dollars of investment in their programs.
  • From March 2008 to June 2010, the total mango value at the FOB level was estimated to be $63.77 million greater as a direct result of the generic marketing and supporting programs. Further calculations reveal that the NMB programs bring in 35 cents more per box of mangos than if no generic marketing were used.
  • Results show that over the period since household panel data collection started, the return-on-investment is slightly above 1:7. This is similar to ROI numbers seen for many other commodity board programs.

  Mango Hometown Tour to Bring the Mango Mania to
  Opportunity Markets

The NMB is celebrating regional cuisines with a mango twist. The world’s most popular fruit will be featured in Mango Hometown Tour, a program that challenges top local chefs to incorporate the naturally sweet flavor of mangos into their regionally-inspired dishes. Mango Hometown Tour will connect with consumers in opportunity markets to grow mango consumption.

Two chefs in each of six cities will be enlisted to create a recipe that reflects the best of their region with a featured mango variety. The chefs will participate in a taste-off to see whose mango dish truly reflects the essence of mangos and captures the flavor of the region. The judging panel for each event will include members of the local food media. The NMB is also working with a retailer in each market to showcase mangos for consumers before, during and after the event.

Following each Friday taste-off event, the NMB will host a Saturday luncheon for a local mom community. A kid-friendly mango cooking demonstration and mango cutting lesson will accompany a lovely mango-infused lunch to pamper these influencer moms. A mango gift bag for each attendee will help them bring the mango magic into their home kitchens and get their little ones eating more mangos right away.

Mango Hometown Tour will visit St. Louis, MO; Charlotte, NC; Portland, OR; Tampa, FL; Cleveland, OH; and Hartford, CT between May and August 2011. For more details, see the trade media press release, or visit the Mango Hometown Tour page on our website.

  Mangos Are Now Even More Nutritious!

Periodically, USDA publishes updated information to the USDA National Nutrient Database for Standard Reference, the source for the details found in mango’s nutrition facts panel. In a recent update, the calories, vitamin C and vitamin A content for mangos were all changed – for the better!

The calorie count for a 1-cup serving of mangos dropped from 110 calories to 100 calories. The vitamin C content rose from 80% of your recommended daily intake (RDI) to 100%. And the vitamin A content climbed from 25% to 35% of RDI.

Click here to see the new mango nutrition facts panel. If you are using the panel on any of your marketing materials, please update to the new version as soon as you are able.

The following are just a few of the nutrition marketing messages available to the mango industry:
  • One cup of mango provides 100% of your daily vitamin C.
  • One cup of mango provides 35% of your daily vitamin A.
  • One cup of mango provides 12% of your daily fiber.
  • A one-cup serving of mango is fat free, cholesterol free, sodium free and just 100 calories.
  • One cup of mango is just 100 calories, so it’s a sweet treat that won’t weigh you down.

  First Quarter Media Results

Media results for the first three months of 2011 are in for the consumer, foodservice and trade media programs. The first retail report for 2011 will be published next month.

Each year, we see more and more winter coverage for mangos in the major national magazines. This is due to a long-term commitment to fostering these media relationships and providing great story ideas all year round. In the first quarter of this year, our consumer media efforts have touched consumers more than 206 million times! To see all the details, click below to see the reports. Each report starts with a summary that’s easy to read and understand.

Consumer media results for first quarter

Trade media results for first quarter

Foodservice media results for first quarter

  National Mango Board In The News

Fresh Plaza, April 1, US: Make it Cinco de Mango this year!

PMA Headline News, April 1, Plentiful mango crop for Cinco de Mayo provides retailers outstanding promotion opportunities

Produce Retailer, April 1, Retailers can cash in on Cinco de Mango

Produce Retailer, April 1, In The Field: Merchandisers Provide Insight To Store-Level Operations

The Packer Online, April 1, Retailers can cash in on Cinco de Mango

The Packer, April 4, Retailers can cash in on Cinco de Mango

The Packer, April 4, Mangoes flood U.S. with plenty for promotions

The Packer, April 4, Board hits ground running after reaffirming vote

The Packer, April 4, Ready to eat or shelf life?

The Packer, April 4, National Mango Board funds disease study

Perishable News, April 4, Make It Cinco De Mango This Year

Fresh Plaza, April 7, US: National Mango Board nominations period now open

The Packer Online, April 7, Mango Board accepting nominations

21 Food & Beverage Online, April 8, US: National Mango Board nominations period now open

Perishable News, April 11, National Mango Board Nominations Period Now Open

  Consumer Research Results

Each month, a panel of consumers is surveyed on behalf of the NMB as part of our ongoing consumer research project. We use this valuable information to help shape future initiatives and gauge the effectiveness of the NMB’s marketing programs.

The report includes monthly data about total mango purchases for at-home consumption, market penetration, number of mangos purchased per household and prices paid.

Consumer Research Report with data from March 2008 to February 2011.

Consumer Research Project Overview with objective and survey parameters.

  Mango Crop Report

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.

Recently, the Mango Crop Report was re-designed to provide more information in a format that is easy to digest. A one-page summary of the current crop situation and trends is now included as a cover page. Any information that is new or changed that week appears in bold text. We look forward to hearing your feedback about this improvement.

Visit the Mango Crop Report Application for direct access to the USDA Market News database with historical volume and FOB pricing reports based your specific search parameters.

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

Please note - if you visit the Crop Report frequently, you might need to refresh or reload your page to see the newest version.

  Nominations Deadline is May 6

One of the most meaningful ways for you to get involved and help shape the future direction of the NMB is to serve as a board member. Now is the time to step forward and take a leadership role. The 2011 nomination process for the following National Mango Board positions is underway:

  • 3 Importers - District 2
  • 1 Domestic Producer
  • 2 Foreign Producers
The deadline for nominations to be received at the NMB office is May 6, 2011. Detailed information and all of the needed forms are available at www.mango.org/nominations.

  Diversity Policy Re-affirmed Through Nominations
  Process

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.

In an effort to reach all potential board members and facilitate a diverse pool off nominees, the NMB has conducted extensive outreach, internationally and in the U.S. The nominations packets were shipped to all eligible importers in District II and a press release was sent to trade media in the U.S. (see above for linked articles). Details about the nominations process was published in Spanish and English in the March and April Mango Connection e-newsletters, as well as the industry section of www.mango.org.

The NMB is working closely with the foreign mango organizations in the top six producing countries, which collectively ship 99% of the mangos imported into the U.S. NMB provided press releases for distribution to the local media in the producing countries. These releases were provided in French for Haiti, in Portuguese for Brazil and in Spanish for the other top producing countries. These organizations also received nomination packages to be forwarded to their members.

In addition, the NMB sent nominations packages to the embassies in the producing countries. The NMB’s industry relations specialist is coordinating with all of these organizations and providing extensive support in English, Spanish and Portuguese.

  Outreach Meetings

The NMB met with industry members on April 1 at the America Trades Produce Conference in McAllen, Texas. The outreach meetings are designed to share information about marketing, research and industry relations programs developed by the National Mango Board to serve the mango industry.

On April 26 and 27, representatives of the NMB represented the mango industry at the New England Produce Council Expo.

On May 27 and 28, the NMB will host an industry outreach meeting and a research extension workshop in Tapachula, Chiapas, Mexico. The research extension workshop will be a hands-on session with mango experts to help local producers, packers and exporters identify ways to improve mango quality.

Please see the calendar section of mango.org for detailed information about these upcoming events.

  Next Board Meeting

The NMB's next board meeting is scheduled for the week of September 11 in La Quinta, CA. Detailed information will be posted in the calendar section of mango.org as it becomes available.

National Mango Board