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National Mango Board 2016 Programs


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Industry outreach webinar slides showcasing 2016 plans and projects of the National Mango Board. Intended for professionals in the mango industry.

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National Mango Board 2016 Programs

  1. 1. NATIONAL MANGO BOARD 2016 Programs
  2. 2. Manuel Michel Executive Director National Mango Board | 2
  3. 3. | 3 Agenda • NMB’s Mission and Vision • Strategic Plan • 2016 NMB Programs Overview: • Marketing • Research • Communications
  4. 4. Mission Increase consumption of fresh mangos in the U.S. through innovative research and promotional activities, while fostering a thriving industry | 4
  5. 5. Vision To bring the world’s love of mangos to the U.S. | 5
  6. 6. Strategic Priorities 1. Direct to consumer marketing to increase mango consumption and awareness 2. Increase presence and sell-through of mangos at retail 3. Increase presence and sell-through of mangos at foodservice 4. Generate knowledge through research efforts in support of the vision 5. Enhance industry communication and preparedness to create a unified industry | 6
  8. 8. Rachel Muñoz Director of Marketing National Mango Board | 8
  10. 10. 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
  11. 11. 2016 Sponsorships Connect directly with consumers to educate them on selecting, cutting, and using this delicious fruit NWSL US 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"
  12. 12. Julie Johnston Soccer 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
  13. 13. Social Media Campaigns Facebook • Mangos Around the World Instagram • Meal Prep Mondays • Yoga Insta Loop Twitter • #TeamoftheYear
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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. 18. | 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
  19. 19. RETAIL TOOLS Mango Maturity and Ripeness Guide v.2 Backroom and Quality Control Training Materials POS Materials Mango Bins | 19
  20. 20. Mango Mover Newsletter Revamp Mango University • New modules on nutrition, varieties, seasons, quality assurance, and ripening • Cash reward raised to $10 | 20
  21. 21. | 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  26. 26. 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
  27. 27. Nutrition & Health Research • Cancer • Colon and Breast • Diabetes • Glucose • Cardiovascular Disease • Obesity • Osteoporosis • Digestion • Metabolism | 27
  28. 28. 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
  29. 29. Sign up for the Crop Report Alert! | 29
  30. 30. 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
  31. 31. Postharvest Research • Pitting Disorder • Anthracnosis • Sunken Shoulder • Hot Water Treatment • Chilling Injury • Mango Packaging • Fertigation • Sustainability • Ripe and Ready to Eat Mangos | 31
  32. 32. Mango Food Safety Training Kits (FSTK) | 32
  34. 34. 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
  35. 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
  37. 37. 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
  38. 38. Mango Connection Newsletter | 39
  39. 39. | 40
  40. 40. | 41 CONNECT WITH US! @mangoboard @Mango_Board National Mango Board
  41. 41. | 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
  42. 42. • 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