Embed Size (px)
Citation preview
NATIONAL MANGO BOARD
2016 Programs
| 3
Agenda
• NMB’s Mission and Vision
• Strategic Plan• 2016 NMB Programs
Overview:• Marketing• Research• Communications
Mission
Increase consumption of fresh mangos in the U.S.
through innovative research and promotional activities, while fostering
a thriving industry
| 4
Vision
To bring the world’s love of mangos to the U.S.
| 5
Strategic Priorities
1. Direct to consumer marketing to increase mango consumption and awareness
2. Increase presence and sell-through of mangos at retail3. Increase presence and sell-through of mangos at
foodservice4. Generate knowledge through research efforts in support of
the vision5. Enhance industry communication and preparedness to
create a unified industry| 6
NMB PROGRAMS
| 7
MARKETING RESEARCH
COMMUNICATIONS
MARKETING PROGRAM
Consumer PR & Marketing
Designed to increase mango consumption and awareness amongst consumers in the U.S.
The program uses education initiatives such as how to choose, cut, and use mangos
| 10
2016 Sponsorships
Connect directly with consumers to educate
them on selecting, cutting, and using this delicious fruit
NWSLUS Youth Soccer
National Yoga Event
• Sampling events• Stadium and event
signage exposure• Social media engagement
| 11
“The Official Superfruit of the NWSL”
"An Official Snack of US Youth Soccer"
Julie JohnstonSoccer
SMT/Spokesperson
Share her love of mangos with soccer fans
Inspire and educate consumers on how to select,
cut, and use mangos
Connect with consumers through social media channels and national media interviews
| 12
Social Media Campaigns
Facebook• Mangos Around the World
Instagram• Meal Prep Mondays• Yoga Insta Loop
Twitter• #TeamoftheYear
Nutrition PR & Marketing
Designed to convey mango nutrition messages to our consumers
Share the nutrition story through influential registered dieticians, retail dietician outreach, as well as multimedia
strategies such as: print, online, social, and broadcast media
| 14
Culinary and Culture Content
Document and tell the culinary and cultural story of mangos in
Mexico City
• Mango significance in Mexican cuisine and culture
• Diverse application of mangos in markets, street food, trendy restaurants, families, etc. found in Mexico City
• Mexico City-inspired recipes and usages
• Traditional health and wellness applications in Mexican dietary culture | 15
Ambassadors
• Media Dietitians: Nationally-recognized and emerging media dietitians
• FitFluential Partnership: Launch campaign with personal trainer bloggers to reach an audience of health and fitness-minded consumers
ACSM Health and Fitness Conference
• Opportunity to interact with personal trainers, fitness instructors, program directors etc.
• Sample fresh mangos, smoothies and distribute education materials | 16
Retail Promotions & Marketing
Designed to increase presence and sell-through of mangos at retail by educating retailers on mango handling and
merchandising practices, supporting retail promotions for whole and fresh-cut mangos, encouraging ripe and ready-to-
eat mango programs, gaining retail data and consumer insights, and sharing the mango nutrition messaging through
Point-of-Sale (POS) materials
| 17
| 18
Retail Team
• Maintain relationships, deliver tools and set up promotions with target retail partners
• Primary mission is to keep mango top of mind amongst retailers
• Tim Beerup, Central Region• Katie Manetti, Western Region• Cece Krumrine, Northeast
Region• Wendy McManus,
Southeastern Region and Retail Team Manager
RETAIL TOOLSMango
Maturity and Ripeness Guide v.2
Backroom and Quality Control
Training Materials
POS Materials
Mango Bins
| 19
Mango Mover Newsletter Revamp
Mango.org/mango-mover
Mango University
• New modules on nutrition, varieties, seasons, quality assurance, and ripening
• Cash reward raised to $10Mango.org/university
| 20
| 21
Mango Mania Display Contest
• More than $10,000 in cash prizes awarded to 24 winners
• Everyone wins a $15 Amazon gift card
Retailer of the Year
Honors a retailer who offers strong consistent support to the mango industry, and delivers outstanding mango promotion results
Foodservice PR & Marketing
Designed to increase presence and sell-through of mangos at foodservice
Help increase mango awareness and education amongst foodservice operators and chefs
Support foodservice mango promotions to increase awareness to the consumer
| 22
Mangos on Menus
• Outreach to educate chefs, students and instructors about handling and cooking with fresh mangos is key to increasing mango usage volume in the foodservice industry
• NMB-branded promotions to inspire mango usage, sales, and consumer awareness in restaurants and foodservice outlets
| 23
Culinary Education
• Fresh Mango Curriculum• Continuing education
for working chefs• Tool for culinary
instructors• Expand awareness of
curriculum with digital ads targeted to American Culinary Federation Members
| 24
RESEARCH PROGRAM
Nutrition & Health Research
Designed to provide information about the phytochemical compounds and nutritive value of the main mango varieties
consumed in the U.S. and their relation to human health
| 26
Nutrition & Health Research
• Cancer• Colon and Breast
• Diabetes • Glucose• Cardiovascular Disease• Obesity• Osteoporosis • Digestion • Metabolism
| 27
Mango.org/Research
Crop Forecasting & Analysis
Designed to monitor and forecast the volume of mangos imported into the U.S. to generate reliable information to be
used by all members of the mango supply chain
| 28
Sign up for the Crop Report Alert!
Mango.org/Crop
| 29
Postharvest Practices Research
Improve mango eating quality and consistency for the U.S. consumer
Help ensure the safety and quality of mangos will give consumers the confidence to buy mangos again and again
| 30
Postharvest Research
• Pitting Disorder• Anthracnosis• Sunken Shoulder• Hot Water Treatment• Chilling Injury• Mango Packaging• Fertigation• Sustainability• Ripe and Ready to Eat
Mangos
| 31
Mango.org/Research
Mango Food Safety Training Kits (FSTK)
| 32
Mangofoodsafety.org
FOOD SAFETY EXTENSION MATERIALS
| 34Mangofoodsafety.org
Food Safety Research
Studies by University of Florida and University of
Connecticut:
• Identify more effective and efficient water disinfectants
• Continue improving best management practices in the area of washing and post-harvest handling
| 35
Ripe and Ready to Eat Mango Program
• Enlist a ripening expert to design, implement and evaluate a ripening program for mangos
• Travel to select importers, retailers, wholesalers, and fresh-cut processors to determine ripening capabilities and assess all the technical factors that can affect the success of the program
• Quantify the impact of a mango ripening program on mango sales and volume at the importer and retail level | 36
Mango.org/Quality
COMMUNICATIONS PROGRAM
Communications Program
Enhance industry communication and preparedness to create a unified mango industry
Communicate industry messages, maintain a reputation and crisis communication
Help accentuate industry education initiatives around mango quality and food safety
Mango Connection Newsletter
Mango.org/mango-connection
| 39
| 40
| 41
CONNECT WITH US!Facebook.com/mangoboard
@mangoboard
@Mango_Board
Pinterest.com/mangoboard
Youtube.com/mangoboard
National Mango Board
| 42
MANGO ORDER AMENDMENT
Inform industry of order amendment
Submit order amendment
proposal to USDA
USDA determines industry support by
referendum vote
New board members are
appointed
Processed mango industry
represented on the NMB
Execute processed and fresh mango marketing, and
promotion initiatives
• Domestic• Industry rapport meetings• South Florida Growers Meeting • Annual International Mango Festival
• International• Brazil, Guatemala, Mexico, Haiti, Peru, and Ecuador
• Trade Shows• Southeast Produce Council Expo• Viva Fresh Produce Show• PMA Fresh Summit• New England Produce Council Expo• New York Produce Show
| 43
INDUSTRY OUTREACH MEETINGS
Mango.org/Events
