The National Mango Board to Hold 2020 Referendum
ORLANDO, FL - The U.S. Department of Agriculture (USDA) will be holding a referendum to determine whether first-time mango handlers and importers favor the continuance of the National Mango Board (NMB). Those who have handled or imported 500,000 pounds of fresh mango or 200,000 pounds of frozen mango in 2019 will be eligible to vote.
The referendum will take place September 21–October 9, 2020. The USDA will directly deliver ballots and voting instructions to eligible voters.
“The mango industry is doing extraordinary work in supplying the growing demand for both fresh and frozen mango,” said Manuel Michel, Executive Director of the NMB. “At the same time, the NMB continues strengthening consumer awareness and increasing market penetration. These combined efforts are driving the growth of mango consumption and moving us closer to our shared vision of transforming mango from an exotic fruit to a daily necessity in every U.S. household.”
Orignally formed in 2005 under the Mango Promotion, Research, and Information Order, the NMB’s mission is to increase consumption of mangos across the country. According to a press release, mangos are one of the fastest growing fruit categories in the U.S. when measured in volume, and the NMB has made it its mission to educate consumers about the culture, flavor, and nutrition of the fruit.
Since its inception 15 years ago, the NMB has seen the mango industry skyrocket, and has compiled a list of the many achievements the industry has seen over the years. The list includes:
- The value generated by the NMB programs over the last six years has resulted in an additional gain of $508 million for the mango industry
- From 2005 to 2019, the FOB value of mango imports increased 142 percent from $262 million in 2005 to $635 million in 2019
- National Mango Board promotion programs have contributed to increasing consumption to 3.25 pounds per capita in the U.S., a 73 percent increase from 2005
- Mangos were ranked No. 20 in sales dollars and No. 14 in volume in the 2014/2015 Nielsen fruit rankings. Today, mangos are in the No. 17 spot based on sales and No. 12 spot based on volume for the first half of 2020
- According to United Fresh Produce Association’s Fresh Insights for Foodservice Spring 2020, mango is the top growing produce side item among all fruits and vegetables with a 154 percent increase on menus in the last four years
Over the years, the NMB has established two core programs that fuel its mission of mango knowledge. The two programs include Marketing and Communications as well as Research and Industry Relations.
The marketing program works with retailers, those in foodservice, and consumers to educate them on the best practices when working with mangos, nutrition, and usage as well as supporting retail promotions to draw attention to the category. Through its marketing program, the NMB has significantly grown the mango category by partnering with not only those in the produce industry but chefs and influencers as well.
The NMB uses its research program in tandem with marketing to discover and promote all of the nutritional benefits that come from eating mangos.
Lastly, the industry relations program created by the NMB enhances communication across the mango industry to create a more unified front. The board uses outreach to educate on mango quality and food safety, as well as communicating industry updates to those growing and shipping mangos.
Over the last 15 years, the National Mango Board has been putting in the work to draw not only consumer attention to mangos, but to retailers and foodservice members, too. The devotion to providing not only the best produce, but educating the masses as the benefits of fresh is what makes our industry great.
For continued updates on the NMB as well as other industry players, continue reading ANUK for the latest.
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National Mango Board
The board’s mission is to increase awareness and consumption of fresh mangos in the U.S. The NMB works toward this...