Volume 2 | Issue 3 | September 2007 |
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The seasons are changing and so are the mangos. As we move from Mexico to Brazil and get ready for Ecuador and Peru, the National Mango Board (NMB) has prepared special fall and winter promotions and marketing efforts to keep mangos front and center for U.S. consumers. Keep reading to learn more! Click on any underlined text to get more information about that item.
The NMB has developed a preliminary report from our 2007 Consumer Research project. The report will soon be posted on our web site, but in the meantime, you can get it here. We found that while just 35% of U.S. households have purchased mangos in the past 6 months, 63% of them have eaten mangos, and 75% of the like mango flavor. The opportunity to convert these non-purchasers who eat mangos and like mango flavor is huge! And that's just the beginning. This 35 page report answers many questions about consumer preferences and behavior relating to mangos.
Our Research Specialist, Leo Ortega, is working with the mango associations in each producing country to fine-tune the Mango Crop Forecast. The forecast is updated whenever we receive new information, but we don't wait for the information to just roll in. Leo reaches out to the association leaders every week to find out what new insights he can use to improve the crop forecast. The Crop History & Forecast page of mango.org includes the most updated forecast, as well as mango volume history.
The NMB is excited to report that U.S. consumers have seen our marketing messages over 185 million times! If we were to purchase this same space as advertising, it would have cost over $1.9 million. Check out the updated results report for our consumer communications activities on mango.org. Upcoming consumer marketing efforts include a Mango Yams with Almonds release and a release featuring mangos used in a table centerpiece. Both are timed to drive mango coverage during the holidays. Coming at the end of October are the Make-A-Mango-Monster craft kit delivery to kids-section editors and bloggers for Halloween, and our sponsorship of the Marine Corps Marathon in Washington, D.C. on October 28th. Representatives of the NMB marketing team will be in New York during the first week of October to meet with editors of national magazines, including Women's Health, First for Women, Woman's Day, Bon Appétit and SELF, among others.
The NMB team of regional merchandising representatives has started making fourth quarter retail calls on behalf of the mango industry. They are armed with a preliminary report of our consumer research findings along with a tool kit for our holiday promotion, which features three recipes: Mango Yam with Almonds, Mango Macadamia Caramel Rolls and Brandied Mango Bread Pudding. The tool kit encourages retailers to feature these recipes in their ads and on their web site. Header cards with tear pads are being created just for this promotion. During this round of meetings, our merchandisers will be setting up promotions through the end of 2007 and getting commitments for January/February 2008 promotions for a seamless transition into the New Year.
The ManGO Kids section of mango.org has 4 brand new sections to educate kids and get them excited about mangos. In the ManGO Videos section, kids can watch the Mango Fandango song and dance, download an mp3 file of the song, and see Chef Allen teaching kids how to have fun with mangos. In ManGO In The Classroom, teachers can download our educational mango poster and get fun and educational classroom activities. The new ManGO Games & Quizzes page and Create-A-Mango-Masterpiece page are filled with games and activities for hours of mango fun!
NMB Executive Director, William Watson will meet with members of the mango industry in Brazil, Ecuador and Mexico during October and November. During each visit, William will present a brief history of the NMB and review our programs and results so far since we started operating in January 2006. For dates and more information about upcoming events, please visit the Calendar page in the Industry section of mango.org.
The National Mango Board (NMB) will host a Mango Industry Meeting and Reception on Saturday October 13, 2007 from 5:30 to 7 p.m. at the Hilton Americas Houston Hotel in Houston, Texas. This event will coincide with the Produce Marketing Association's Fresh Summit International Convention & Exposition. The meeting's agenda includes a video and presentation from the National Mango Board, a report on our consumer research and a discussion of marketing mango nutrition. All members of the mango industry and related industries are welcome. Refreshments and appetizers will be served.
Mango Ecuador Foundation Elects a New President On September 11, 2007, the Board of Directors of the Mango Ecuador Foundation elected Mr. Bernardo Malo, CEO of REFIN S.A., as the new President. He will serve a two year term.
The NMB's next board meeting will take place on November 28th, 29th and 30th, 2007 in Nogales, Arizona. |
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