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Volume 2 | Issue 4 | December 2007 en español |
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Happy Holidays From the staff of the National Mango Board, we hope your holidays are joyful and safe. Look for the next issue of the Mango Connection in January 2008. Tell your friends about the Mango Connection. Under U.S. anti-spam laws, we can only send the Mango Connection to people who sign up or give us permission to send it. We sign up new subscribers at each outreach meeting, but we know many are still missing out on this important information. Please forward this email to your friends and associates in the mango industry. They can click here to sign up for their own copy of the Mango Connection. Crop Forecast Updates Ecuador's volume of mangos shipped to the United States is steadily increasing and Peru will begin shipping earlier than normal. Click here for the updated crop forecast. This information is updated when we receive new information from the grower organizations in the mango producing countries. Foodservice Marketing Megan McKenna of the NMB marketing staff joined Susan Hughes and Peggy McCormick of MMM Marketing in representing the mango industry at the recent International Foodservice Editorial Council (IFEC). All of the major foodservice trade publications attend this event and most use it to plan their editorial coverage for the following year. These publications are read by chefs and foodservice operators cross the country. The NMB team met face-to-face with editors from 19 of the 23 attending publications and gained commitments from many of them to include mangos in their upcoming stories. The NMB also conducted a unique "room drop" gift delivered to each of the 200 attendees' rooms. Each gift included a ripe mango, knife, cutting board, and mango brochures. The feedback to the gift was outstanding! Retail Marketing Update The NMB is committed to year-round mango promotions and this winter is no exception. Retailer commitments to November/December promotions have been much stronger than in 2006, and we are working ahead to sign up retailers for January/February 2008 promotions. In support of November/December promotions, the NMB has designed and produced a header card and tear pad featuring our Mango Yams with Almonds recipe. This tropical twist on a traditional holiday dish is getting rave reviews from retailers. Click here to see the header card and tear pad. An updated report of completed retail promotions is available here. Most of the new information is for second and third quarter promotions because of the lag time in retailers submitting their proof of performance to the NMB. Our 2008 team of Retail Account Managers is coming to Orlando in mid-December for a training and brainstorming meeting. This 3-day meeting will prepare them to represent the mango industry armed with accurate and meaningful information to share with their retailers. Our goal is to provide retailers with the tools they need to build their mango business, and these Retail Account Managers are our connection to those retailers. Consumer PR & Marketing Update Results from our 2007 consumer marketing efforts continue to pour in. Through October, the NMB was responsible for U.S. consumers seeing or hearing our mango messages over 214 million times! The detailed results for each project make up our updated results tracker, which is always available from the industry section of the web site. A rare advertising opportunity came along recently and the deal was just too good to pass up. Last-minute space opened up on the CBS "Super Screen" in Times Square in New York City. A :15 second NMB ad will appear on the big screen twice per hour, 18 hours per day, from December 18th to January 1st. At a total cost of just $30,000, this works out to 833 high-quality consumer impressions for each dollar spent. The NMB will be promoting mangos for the holidays with a mat release featuring the Mango Bellini. This festive cocktail will combine mango puree with sparkling wine and will introduce a new twist to the traditional New Year's toast. Click here to see the mat release. During his recent trip to Washington D.C. to participate in the Marine Corps Marathon, Jango Mango visited several of our nation's most recognizable landmarks to promote mangos. You can check out the awesome photos here. Jango will continue to collect his travel photos so they can be posted on his MySpace page which is coming soon! Industry Relations Update Our final industry outreach meeting of the year was held in Nuevo Vallarta in conjunction with the EMEX convention in mid-November. The 2008 schedule will be posted on the calendar section of the web site and announced in the Mango Connection once it's available. Board Meeting Update A National Mango Board Meeting was conducted in Tubac, AZ near Nogales on November 28 - 30. The purpose of this year-end meeting was to review our 2007 results and approve the 2008 budget. The meeting schedule for 2008 will be posted on the calendar section of the web site and announced in the Mango Connection once it's available. |
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