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The Consumer Market for Fresh Mangoes

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The Consumer Market for Fresh Mangoes Powered By Docstoc
					Marketing Fresh Mangos from
Ecuador in the United States

    Charles A Ciruli Jr.
    Chairman of the National
     Mango Board (NMB)
Ecuador in the U.S. Marketplace
   U.S. imports fresh mangos from
    Ecuador from January to March and
    then again from October to November.
   The National Mango Board is actively
    engaging in retail merchandising
    promotions and consumer public
    relations during these key times.
What the NMB is doing for You
   Consumer Public Relations – Celebrity
    Chef Allen Susser proves a huge hit!
   Merchandising promotions ongoing with
    top 100 retailers/wholesale/foodservice.
   Amazing 75% of receivers contacted
    have agreed to promote mangos
    more this year because of NMB!
What the NMB is doing for You
   Our merchandising agency, VMS, LLC,
    developed introductory sales materials
    for merchandiser visits, including demo
    kits for store use.
   Conducted retailer, consumer and
    foodservice research to identify key
    marketplace needs.
What the NMB is doing for You
   Coordinated chef demos at retail stores
    in major U.S. markets and developed
    chain/market updates for the NMB’s
    industry website:
        www.nationalmangoboard.com
What the NMB is doing for You
What the NMB is doing for You
   A single mango promotion in February
    2006 led to an 88 percent increase in
    volume during the event at one 1,800-
    store chain.
   The chain ran a feature February ad on
    mangos using the National Mango
    Board’s color logo in all divisions.
What the NMB is doing for You
   In March 2006, a promotion at Texas
    Tech University, attended by more than
    1,500 students, helped educate
    participants about mangos and healthy
    eating and fitness. Participants received
    an informational handout on mangos
    including a recipe for Spinach Salad
    with Mango Vinaigrette.
What the NMB is doing for You
   In April 2006, a Northwest grocery
    chain with 120 stores ran a “Cook &
    Tell” promotion in select locations in
    Washington, Idaho, Oregon and Alaska.
   All stores featured large mango displays
    during 2-week promotion.
   Mango volume was up 300% during
    event.
Merchandising Program
   Trade research: 72% of retailers
    indicate they want information for
    mango category planning.
   Consumer research: 45% of American
    consumers bought mangos in 2005, up
    from 38% in 2002.
              Source: VMS, LLC
Merchandising Program
   Consumer Research: Which is most
    likely to motivate you to buy more
    mangos?
    1.   High quality fruit
    2.   Special promotions/pricing
    3.   Instore tasting
    4.   More/easy to find displays
                  Source: VMS, LLC
Merchandising Program
   Foodservice research: Top 5 mango
    menuers among U.S. chains:
    1.   Bakery
    2.   Mexican
    3.   Seafood
    4.   Asian
    5.   Casual dining
                 Source: VMS, LLC
What the NMB is doing for You
   On trade media front, ad programs
    (featuring mangos as “A Brand New
    Beat”) appearing in media, including
    The Packer, Produce Business and
    Produce News – three largest trade
    publications for the fresh produce
    industry in the United States.
What the NMB is doing for You
   Mangos featured in
    nation’s leading
    consumer food
    magazine, Bon
    Appetit, in special
    March 2006 issue,
    with Allen Susser
    mango recipes.
    Circulation = 1.3
    million!
What the NMB is doing for You
   For consumer print media, a new
    Mango 101 press kit for the top 100
    U.S. editors - including Hispanic
    publications - has been delivered to the
    consumer press.
   Press kit generated more than 105
    articles already, reaching more than
    100 million in circulation, according to
    our PR agency, Fleishman Hillard.
What the NMB is doing for You
   Mat releases distributed in April and
    September generated more than 696
    newspaper articles with readership of
    more than 53 million in 32 U.S. states.
   According to F-H, this level of media
    exposure translates into an advertising
    equivalency of nearly $103,000.
    What the NMB is doing for You
   April exclusive
    release to Associated
    Press, featuring
    Mango Chicken
    Quesadilla for “Cinco
    de Mango,” reached
    more than 10 million
    circulation. Next
    exclusive: November.
What the NMB is doing for You
   Distributed to
    English and Hispanic
    daily and weekly
    papers across the
    U.S., National Pork
    Board partnership on
    full page summer
    grilling feature
    reached another 10
    million+ readers.
Mango Test Kitchen Seminars
   Chef Allen provides seminars on
    selecting, cutting and storing mangos.
   In Des Moines: 18 editors attend –
    Meredith Publishing, Better Homes &
    Gardens magazine.
   In Birmingham: 18 editors attend –
    Southern Progress, Cooking Light and
    Southern Living magazines.
Mango Test Kitchen Seminars
   At Television Food Network and select
    New York publications – 25 culinary
    producers, researchers and home
    economists attend.
   Desk-side visits with Woman’s Day, Life
    Magazine and Country Living
Other Consumer PR Highlights
   In CBS Sunday Morning segment in May,
    celebrity chef Bobby Flay features mango
    splitter from TVFN seminar, reaching 4.5
    million consumers.
   Upcoming articles slated to appear in Better
    Homes & Gardens year-end or early 2007.
   Mangos being considered for fall taping of
    popular “Iron Chef America” program.
What the NMB is doing for You
   Chef Allen Susser in April and May 2006
    visited food editors of major magazines
    and newspapers across the country,
    and made a specifically targeted media
    tour in four major markets.
   These media efforts resulted in more
    than 1.7 million consumer impressions.
Mango Man in the Market
   “Mango Man in the Market” is a unique
    retail promotion that places Chef Allen
    in select retail stores, giving a “Mangos
    101” course for each store’s customers.
Mango Man in the Market
Mango Man in the Market
   In Dallas, Texas:
   Appearance at Central Market (H-E-B)
   TV taping
   Radio deliveries
   Mango dinner at Abacus
Mango Man in the Market
   In Los Angeles, California:
   Appearance at Safeway/Vons
    supermarket
   Meeting with Bon Appetit magazine
   Mango dinner at Grace
Mango Man in the Market
   In Chicago, Illinois:
   Appearance at Jewel supermarket
   Mango dinner at BOKA
       Kraft test kitchen invitation
       Bloomingdale cooking demonstration
Mango Man in the Market
   In Atlanta, Georgia:
   Appearance at Publix supermarket
   Mango dinner at the Food Studio
       “7-Day Meal Planner”
       Publix website
Mango Man in the Market
   After one Chef Allen dinner event in Atlanta, a cooking class
    instructor followed up with a new “Mango Madness Class”
    taught at Whole Foods Market, the largest natural foods
    supermarket chain in the U.S.

   The class featured Mango Mocktails, Mango Salsa, Pork
    Tenderloin with Mango Chutney, a fabulous Mango Shrimp and
    Mango Tart for dessert.

   “Thanks for putting a new idea for a class in my head!” the
    class instructor wrote to thank the NMB for the event.
New Consumer Website
   On the Web, the first phase of the
    NMB’s website (www.mangoinfo.org) is
    underway. The website is the board’s
    initial contact with consumers.
   The informative site offers mango
    recipes and tips on selecting and
    handling mangos.
New Consumer Website
   Since www.mangoinfo.org went live,
    consumers all over the country (and
    the globe!) are posting positive
    comments about mangos and asking
    questions about usage.
New Consumer Website
   We've also heard from media and
    retailers and engaged in important
    dialogues that already resulted in media
    placements and retailer information.
   We plan to refresh content to reflect fall
    and winter opportunities and make the
    site more interactive in 2007.
What the NMB is doing for You
   The National Mango Board (NMB)
    participated as a platinum sponsor of
    the hugely successful International
    Mango Festival on July 8-9 at Fairchild
    Tropical Botanic Garden in Coral Gables,
    Florida.
International Mango Festival
   The two-day festival provided an
    informative platform to educate
    thousands of consumers about mangos,
    and for NMB members to interact with
    leading mango authorities.
International Mango Festival
   Leading food editors attended
    International Mango Festival (as guests
    of NMB) and participated in tours and
    mango sampling events!
   Food editors in attendance enjoy
    readership of more than 10 Million!
International Mango Festival
International Mango Festival
International Mango Festival
International Mango Festival
What’s Ahead for the U.S.?
   Key consumer trends are shaping the
    consumption habits of an entire nation,
    as the United States is growing
    increasingly ethnically diverse and
    hungry for new and exciting flavors
    from Latin America.
Ethnic Diversity
Ethnic foods are increasingly popular
  among everyone.
70% of shoppers age 25 through 39 buy
  ethnic foods at least once a month.
             Source: Food Marketing Institute’s (FMI)
             Shopping Trends in the United States 2006
Ethnic Diversity
   Face of America continues to transform
    from predominantly White/Anglo
    characteristics to more ethnically
    diverse – representing a wide array of
    countries including India, Korea, the
    Philippines, China, Mexico, Russia and
    other non-European countries.
Ethnic Diversity
   By 2050, America’s Hispanic population
    is forecast to GROW from 12.5% to
    23.8% of total population.
   Asians UP from 3.8% to 8%
   African-Americans UP from 12.7% to
    14.6%
               Source: US Census Bureau
Ethnic Diversity
Fresh produce (including fresh mangos)
  represent No. 1 typical purchase for
  Hispanic consumers during their
  regular shopping trips – with 52%
  saying they buy fresh fruits &
  vegetables routinely.

         Source: Unilever Hispanic Shopping Trip study 2006
Ethnic Diversity
Store traits that drive highest dollar rings among Hispanic
   consumers:

   Lowest Prices
   Store Gives Food Ideas
   Carries Unique/Different Items
   Find Everything I Need
   Layout is Easy for Shopping
                Source: Hispanic Shopping Trip study 2006 by Unilever
Ethnic Diversity
   Explosion of ethnic foods sales can be
    attributed to wide array of factors:
   More exposure to food on television and in
    magazines.
   Increase in travel within the United States
    and abroad.
   Availability of gourmet and specialty foods
    through many channels including the local
    supermarket.        Source: The Fresh Approach
Health Matters
   59 percent of U.S. shoppers are trying
    to eat healthy, a 14% increase since
    2000, according to FMI and Prevention
    magazine 2006 study.
   Most popular way consumers are trying
    to control their weight is to eat more
    fruits and vegetables (83 percent)
Health Matters
   Mangos are loaded with nutritional
    value.
   Low in fat
   Very low in sodium
   Excellent source of vitamins A & C
   Good source of fiber
            Source: The Packer’s Produce Merchandising Guide
Health Matters
   Organic food sales are growing 20%
    annually. And organic produce is
    viewed as healthful food by many
    consumers.
   Most are purchasing organic produce
    (37 percent).
              Source: Organic Trade Association
Health Matters
 Even at restaurants, healthy menu
 items experienced strong activity last
 year, particularly among emerging
 chains, which grew this category by
 50% over the first half of 2005.
         Source: Technomic, a foodservice research firm
Convenience Issues
   Convenience is still the driving
    motivator of food choices for the
    average American.
   Americans aren’t skipping eating –
    they’re skipping meals.
Convenience Issues
   67% of consumers say they snack
    between meals. The most popular times
    to snack are other than at work and
    driving around town.
   What consumers want most of all in
    snacks are foods that are easy to
    transport and can be held in one hand.
           Source: Mintel, a consumer products research firm
Convenience Issues
   Saving precious time in kitchen has
    become so important that more than
    half of Americans now describe a meal
    as “homemade” if it includes a fresh
    item and convenience foods like bagged
    salads.
           Source: SupermarketGuru.com
Convenience Issues
   Number of meals purchased at a
    restaurant and eaten in the car has
    increased from 19 meals per person in
    1985 to 32 meals per person today,
    according to NPD Group.
              Source: The NPD Group conducts an annual
               Eating Trends in America study based on actual
               consumer diaries of their eating habits.
Consumer Shopping Habits
Several types of grocery stores continue to gain share in U.S.:

   Limited-assortment stores (Aldi) are expected to grow from a
    2005 share of 1.7% of the market to a 2% share in 2009.

   “Fresh” stores (i.e., Safeway’s LifeStyle stores, Kroger
    MarketPlace) are expected to grow from a 2005 share of 0.7%
    to 1.2% in 2009.

   Supercenters (Wal-Mart, Super Target) will continue to gain
    ground, rising from a 14% share in 2005 to a projected 17.3%
    by 2009.
                   Source: Willard Bishop Consulting
Consumer Shopping Habits
 “This is a dramatic shift from the days
 of supermarket dominance when more
 traditional food stores sold about 90
 percent of all food and consumables in
 the U.S.”
       Bill Bishop, President-Willard Bishop
Consumer Shopping Habits
   Beyond supermarkets, mangos are gaining
    widespread popularity at popular restaurants.

   Salsa is bigger than ever, and mango salsa is
    becoming more common item on the menu.

   Number of mango items on top 200 chain
    menus has skyrocketed from 35 during the first
    half/2002 to 83 in first half/2005.
             Source: Food Beat, NMB
Foodservice Trends
   U.S. restaurant industry projected to
    have 15th consecutive year of real
    growth in 2006, according to the
    National Restaurant Association.

   Growth will be strongest in the West
    and the South regions of the country.
Foodservice Trends
   Rapid rise in menu offerings of fruit
    salsas (salsa already outsells ketchup)

   Consumers want healthier choices when
    dining out, but they also demand flavor!

   Fruit salsas offer both: health and flavor
               Source: ACNielsen, Food Beat, The Fresh Approach
Foodservice Trends
CASE STUDY:
   Darden’s Bahama Breeze concept features Apple Mango Salsa
    (made with fresh mangos and Granny Smith apples) in its West
    Indies Patties, a crispy pastry appetizer with savory beef filling
    and seasoned sour cream.

   One dish of apple mango salsa (for six servings) includes a half-
    pound of fresh, ripe mangos that are peeled and diced into
    quarter-inch chunks.

   There are 32 Bahama Breeze restaurants in 19 states, according
    to Darden (www.bahamabreeze.com).
Foodservice Trends
   Mangos cater perfectly to restaurant
    industry’s quest for “affordable
    gourmet.”
   People crave tropical flavors and “want
    a vacation” when they dine out.
   Drinks are another great option for
    mangos, as specialty drink category is
    booming.
What’s Happening in U.S.
Market?
   Per-capita consumption of fresh
    mangos DOUBLED from 1995 to 2004,
    according to US Department of
    Agriculture (USDA).

   U.S. imports of fresh mangos rose 21%
    from 2000 to 2004, according to USDA’s
    Economic Research Service.
U.S. Market for Fresh Mangos
Highest mango purchasers at U.S. food stores:
   Household income $30,000-39,000
   Family size of 3-4 people
   Households with kids ages 6-12
   College graduate as head of household
   Asians or Hispanic origin
   Lives in western U.S.
             Source: ACNielsen Homescan Consumer Facts
U.S. Market for Fresh Mangos
   Experience with mango varieties varies
    dramatically.
   Hispanics know and love mangos.
   Anglos consider mangos an exciting
    treat.
   Non-users unsure what mangos taste
    like and don’t know how to use them.
            Source: Mango Attitudes & Usage, JRS
              Consulting, Inc., March/April 2004
U.S. Market for Fresh Mangos
   Heavy users of fresh mangos are mainly
    consumers in large metro areas with
    Hispanic/Asian heritage.
   39% prefer to buy mangos already ripe.
   17% ripen them at home.
   91% of consumers use mango as a
    snack.
   36% as recipe ingredient.
            Source: The Packer’s Fresh Trends 2005
Marketing Fresh Mangos from
Ecuador in the United States

          THANK YOU!

      National Mango Board
       www.nationalmangoboard.com

				
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