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3 Billion
to date
in 2017
NATIONAL MANGO BOARD2018 PROGRAM OVERVIEW & FROZEN MANGO
AMENDMENT
Manuel MichelNMB Executive Director
[email protected]
Valda CoryatNMB Director of Marketing
[email protected]
https://twitter.com/mango_boardhttps://www.pinterest.com/mangoboard/https://www.youtube.com/channel/UCRgAeSxl1QVvdldN18T9YsAmailto:[email protected]:[email protected]
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to date
NATIONAL MANGO BOARD
• NMB Overview & Strategic Plan
• Marketing & Communications
• Research & Industry Relations
• Frozen Mango & Proposed Rule
• Questions & Answers
Agenda
NATIONAL MANGO BOARD
https://twitter.com/mango_boardhttps://www.pinterest.com/mangoboard/https://www.youtube.com/channel/UCRgAeSxl1QVvdldN18T9YsA
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3
8 IMPORTERS
7 FOREIGN PRODUCERS2 DOMESTIC PRODUCERS1 FIRST HANDLER
18 TOTAL BOARD MEMBERS
NATIONAL MANGO BOARD
2018 NMB Members
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MissionIncrease the consumption of fresh mango in the U.S. by
inspiring consumers and educating them about the culture, flavor,
and nutrition of mangos, while bringing the industry together.
VisionFor mangos to move from being an exotic fruit to a daily
necessity in every U.S. household.
5 Key Strategic PillarsI. Deliver High-Quality & Flavorful
MangosII. Market PositioningIII. Consumer EducationIV. Market
PenetrationV. Industry Service
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NATIONAL MANGO BOARD
Mission, Vision, & Priorities
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Marketing & Communications• Consumer PR & Marketing•
Media & Digital Campaigns• Nutrition PR & Marketing• Retail
Promotions & Marketing• Foodservice PR & Marketing• Trade
Shows & Outreach • Trade Media & PR• Crisis
Communications
Research & Industry Relations • Crop Forecast Research &
Analysis• Nutrition & Health Research• Production &
Postharvest Practices Research • Food Safety• Sustainability• Mango
Industry Extension Workshops• Industry Compliance• Resources &
Support Materials 5
NATIONAL MANGO BOARD
2018 NMB Programs
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Marketing & Communications
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Ayesha Curry Partnership
• 2017: 548 million consumer and social media impressions
• Instagram video featuring Jerk Rubbed Chicken Skewers with
Mango Salsa was the top performing post with over 850K views
• Ayesha has shared the #MangoLove and inspired millions of
consumers to try mango
• New in 2018: Partnered with Ayesha for Mother’s Day Recipe:
Spiced Salmon with Mango Avocado Salsa
• More Ayesha mango recipe videos this summer and during
back-to- school
CONSUMER
Valentine’s Day 2018Undress a Mango with Wilmer
Valderramasecured coverage in celebrity entertainment magazines in
addition to social media platforms
Mango RoseThe mango rose provided a signature visual for
Valentine’s Day to inspire hyper-relevant coverage and conversation
with an easy How To guide
Tribe Called Mango
Grilled Shrimp Tacos from Real Food by Dad
Cajun Salmon with Mango Pineapple Salsa from Carlsbad
Cravings
Strawberry Mango Cinnamon Toast from Lovely Little Kitchen
How To Cut from Nutrition Stripped
New Recipes & Mango education!
https://www.instagram.com/p/BXD05h5gINN/?hl=en&taken-by=ayeshacurryhttps://www.instagram.com/p/BUfkq26AcdV/?taken-by=ayeshacurryhttp://www.mango.org/celebrate-mothers-day-with-ayesha-curry/https://youtu.be/-HIO4YFrN08https://www.instagram.com/mangoboard/http://www.mango.org/pages/mango_rose/http://www.mango.org/recipes/grilled-mango-shrimp-tacos/http://www.mango.org/recipes/cajun-salmon-mango-pineapple-avocado-salsa/http://www.mango.org/recipes/strawberry-mango-cinnamon-toast/https://www.instagram.com/p/Bg9jm3yH6vo/?taken-by=nutritionstripped
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Website & Mango BlogBlog Revamp • More relevant content to
grab
consumers interest• Integration with social media &
other
campaigns
664views
Mango.org Website
+43%views
in 2017
+53%visitors
in 2017
CONSUMER
Consumer
Social Media
+72KFollowers
to date
+3 BillionConsumer Media
Impressionsin 2017
Exciting brand partnerships in 2018 with:
The Big Game 2018 - 216K Views
Easter 2018 -165K Views
How To Videos• Content developed in 2017
continues to be promoted in 2018
http://www.mango.org/blog/http://www.mango.org/https://www.facebook.com/mangoboardhttps://twitter.com/mango_boardhttps://www.pinterest.com/mangoboard/https://www.youtube.com/channel/UCRgAeSxl1QVvdldN18T9YsAhttps://www.instagram.com/mangoboard/https://youtu.be/xL2SaUbMS8Mhttps://youtu.be/3-tVG_vybRU
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Mango University1,600+ graduates to dateOver 250 retailers
represented
Mango University Majors:• Store Associate • Warehouse • Retail
Dietitian • Corporate Employee/Other
RETAIL
Strong Retail ResultsContinued growth in mango sales at retail.
2017 Mango Retail Performance Report
Fresh-Cut Performance2017: Mango mix bowls increased by 47.6% in
dollars/store/week, and fresh-cut mango increased by 11.4% in
dollars/store/week.
Fresh-Cut Fruit
Rank % Change vs YAGO
Mango Mix 1 47.6%
Strawberry 2 14.4%
Other 3 14.4%
Mango Only 4 11.4%
Grapes 5 9%
Pineapple 6 1.6%
Mixed Fruit 7 0.6%
In-Store Promotions In-store Bins & Wraps
2018New
Designs!
http://www.mango.org/mango-university/http://www.mango.org/wp-content/uploads/2018/04/2017-Mango-Retail-Performance-Report.pdf
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Foodservice Outreach NMB Newsletters
Foodservice Tradeshows• National Restaurant Association:
Marketing
Executives Group• CAFÉ Leadership Conference• PMA Foodservice•
The Flavor Experience• South Beach Mango Festival• International
Foodservice Editors Council• New York Produce Show Foodservice
Forum
FOODSERVICE & INDUSTRY
New!
Weekly crop report & monthly e-blasts to industry, retail
and foodservice.
Supply Chain
celebrating the entire mango industry, from the farm to your
taste buds. 107K views to date.
Culinary EducationMenu & Chain Activities
http://www.mango.org/mango-mover/http://www.mango.org/mango-connection/http://www.mango.org/professionals/foodservice/mango-bites/https://youtu.be/Qe-JH3_3yNw
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Research & Industry Relations
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RESEARCH
Sustainability• Development of a
Sustainability Workbook for mango farmers to self-evaluate and
develop their own sustainability program
• New mango sustainability website will be launched this
summer
Food Safety
3 Webinars Available• Requirements of Foreign Supplier
Verification Programs (FSVP) for importers• Key provisions of
the new FSMA regulation
& practical strategies/tips• Produce Safety Rule (Spanish
only)
4 Apps & 5 Interactive Courses
http://www.mangofoodsafety.org/apps-i.html
Food Safety Research• Wash Water Disinfectants,
U. of Conn., Dr. Amalaradjou• Foodborne Pathogen Control Through
the
Production Chain, U. of Florida, Dr. Danyluk
• Alternatives to Improving Food Safety, CIAD-Mexico, Dr.
Castro
2015-2017
36 Studies
Completed
www.mango.org/research-resources/
Production & Postharvest Research Provides a clearer
understanding of how quality can be improved through better
production, post-harvest, handling practices and food safety. •
Packaging & Palletization• Supply Chain BMPs• Shelf-Life
Literature Review• Fresh-Cut Program• Ripe/Ready To Eat • Mango
Irrigation• Parthenocarpic Fruit• Irregular Flowering• Mango
Maturity & Ripeness Guide
Nutrition & Health Research Propels the mango industry
forward by highlighting nutrition benefits from mangos. • Metabolic
Adaptation & Intestinal
Microbiota• Cognitive Function & Intestinal Health• Skin
Health
2018 Research Studies
http://www.mango.org/wp-content/uploads/2018/04/NMB-2017-Workbook-English.pdfhttp://www.mango.org/professionals/industry/improving-mango-quality/food-safety/http://www.mangofoodsafety.org/http://www.mangofoodsafety.org/apps-i.htmlhttp://www.mango.org/spreadsheet/http://www.mango.org/spreadsheet/?searchtext=&searchmode=anyword&searchfilter=9http://www.mango.org/spreadsheet/?searchtext=&searchmode=anyword&searchfilter=9http://www.mango.org/spreadsheet/?searchtext=&searchmode=anyword&searchfilter=2
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Outreach Meetings
INDUSTRY RELATIONS
Mango Industry Social Media
+ 850Followers
+ 300Followers
On BoxesIn 2018, mango industry members have committed to
include the NMB text logo on approximately 33 million mango
boxes.
10 Meetings Planned in 2018• Mexico – April 26-27, May 30-31,
Sept• Peru – June 7-8, Nov 8-9• Florida – July 13• Ecuador – August
30-31• Brazil – Oct 3• Haiti – Oct 24• Guatemala – Dec 6- 7
Weekly Mango Crop Report Includes information from Peru,
Nicaragua, Costa Rica, Guatemala, Mexico, Haiti, Brazil, and
Ecuador.
https://www.linkedin.com/company/national-mango-boardhttps://www.facebook.com/MangosConnect/http://www.mango.org/about-the-nmb/what-is-the-nmb-doing/communications-program/producer-extension-workshops/http://www.mango.org/professionals/industry/crop-information/mango-crop-report/http://www.mango.org/professionals/industry/crop-information/mango-crop-report/
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Frozen Mango
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• On 4/6/2018, a proposed rule to amend the Mango Order and
include frozen mango was published in the Federal Register.
• The proposed rule is available on www.regulations.gov for
review and comment until 6/5/2018.
• The proposed rule would make the following changes to the
Mango Order:
1) Add definitions for “frozen mango”, “foreign processor” and
HTS Code 0811.90.5200
2) Frozen minimum volume exemption of 200,000 lbs./year3) Add 3
new seats to the NMB
a. 2 Frozen mango importersb. 1 Foreign processor/exporter
4) Recommended assessment rate for frozen mango is one cent per
pound ($0.01/lb.)• Expected to generate approximately
$900,000/year
Data source: Federal Register, April 6, 2018, 83 FR 14771
PROPOSAL TO AMEND MANGO ORDER
http://www.regulations.gov/
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Worked with processed mango industry &
conducted outreach to inform industry of the proposal to amend
the Mango Order
November 2016 Submitted proposal to
amend the Mango Order to USDA
Proposed Rule
Comment Period
Final Rule
Continuance Referendum
New board members are appointed and new
assessments are collected
Both the fresh and frozen mango industry will be represented
on
the Board
NMB will execute both fresh and frozen mango research &
promotion
initiatives
The recommendations included in the proposal to amend the mango
order (7 CFR Part 1206), and summarized in this report, were
approved by the Board of Directors of the National Mango Board in
November 2016. The proposed rule was published in the Federal
Register (83 FR 14771) on April 6, 2018. The period to submit
comments is open until June 5, 2018.
Comments will be evaluated by the U.S. Department of
Agriculture, prior to making a final determination. Amendments to
the regulation are not definitive until a final rule has been
published in the Federal Register.
PROPOSAL TO AMEND MANGO ORDER
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NMB Marketing & Communications• Attract and engage more
consumers with a broader marketing strategy• Conduct both joint and
individual fresh and frozen promotions
NMB Research & Industry Relations • Positive nutrition and
health messages • Training materials, in areas such as food safety•
Sustainability efforts • Improved packaging, transportation, shelf
life, etc. • Host industry events to better support members and
deliver the latest information• Develop other tools and resources
as needed
AMENDED MANGO ORDER
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U.S. FRESH FRUIT RANKING
CommodityRank by Per Capita
Consumption in 1990
Per Capita Consumption in
1990
Rank by Per Capita Consumption in
2016
Per Capita Consumption in
2016
Bananas 1 24.4 1 27.6
Apples 2 19.6 2 18.6
Watermelon 3 13.3 3 16.6
Oranges & Temples 4 12.4 4 9.2
Grapes 6 7.8 5 8.1
Strawberries 10 3.2 6 8.0
Pineapples 12 2.1 7 7.3
Canteloupe 5 9.2 8 7.1
Avocados 15 1.4 9 7.1
Tangerines/Tangelos 14 1.4 10 5.4
Lemons 11 2.6 11 4.1
Limes 17 0.7 12 3.5
Mango 19 0.5 13 3.0
Peaches & Nectarines 7 5.5 14 2.9
Pears 9 3.2 15 2.8
Grapefruit 8 4.6 16 1.9
Blueberries 23 0.1 17 1.8
Honeydew 13 2.1 18 1.6
Papayas 22 0.2 19 1.4
Cherries 20 0.4 20 1.2
Raspberries N/A No Data 21 0.9
Kiwifruit 18 0.5 22 0.6
Apricots 21 0.2 23 0.1
Data sources: USDA Economic Research Service
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U.S. FRESH MANGO PER CAPITA CONSUMPTION
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1.882.10 2.10 2.10
2.02
2.24
2.53 2.49
2.87
2.502.59
2.97
3.42
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
12005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
2017
Data sources: National Mango Board
Annual Pounds Per Person
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Questions?
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Thank You21
For more information contact:Manuel Michel NMB Executive
[email protected]. (407) 629-7318 ext. 101c. (407)
739-3491
mailto:[email protected]
