National Mango Board on track for successful year
National Mango Board on track for successful year
The National Mango Board has announced new officers and a new marketing director to spearhead a bevy of dynamic marketing and promotion activities planned for 2007.
At its December board meeting in San Francisco, the board approved a new budget and appointed new officers: Ismael Diaz of Rio Rico, AZ, as chairman; Isabel Freeland of San Diego, CA, as vice chairman; Sue Duleba of Hidalgo, TX, as treasurer; and Ingrid Rivas of Guaynabo, Puerto Rico, as secretary. The board is entering its second full year of operation.
The board also introduced Wendy McManus as the new marketing director. She is responsible for a wide scope of activities that involve oversight of the board's marketing and public relations campaigns to promote increased awareness and usage of fresh mangos in the United States.
"Thanks to a lot of hard work by our members and marketing and promotion teams, we are on track for a very successful year," William Watson, executive director of the board, said in a press release. "We look forward to continuing to generate tremendous excitement about mangos in the marketplace."
At its December board meeting, the board reviewed 2006 projects including research, consumer education, public relations, retail promotions and education.
Among its first-year goals were to introduce the board to as many retailers as possible and to create awareness for the brand-new board. Promotions reached more than 22,000 stores and retailers saw movement increases ranging from 13 percent to 300 percent during promotions.
On the consumer public relations side, the board achieved a number of goals, including the establishment of a year-round media outreach program and a passionate spokesperson to carry the message. Chef Allen Susser, who is chef-owner of Chef Allen's in Miami, led test-kitchen seminars and in-store retail demonstrations across the country as part of the board's "Mango Man in the Market" education and promotion efforts.
The board's initial media tool kit, which included custom recipes and photography, generated more than 9 million print impressions and more than 1 million on-line clips. Further, the board created an on-line presence with its own consumer web site, www.mangoinfo.org, which features recipes, selection and cutting information, along with tips from Chef Allen.
On the staffing front, Ms. McManus was hired to oversee a broad scope of activities. She joined the board after working for two years with Consumer Effects Inc., a consumer marketing and promotions agency. There, she specialized in developing retail promotions to drive sales and consumption of fresh produce.
"We are extremely fortunate to have Wendy as part of our team," Mr. Watson said in the press release. "She brings a wealth of marketing experience and will play an instrumental role in our mission to educate the trade and consumers about the value of fresh mangos."
Previously, Ms. McManus served three years as marketing director for the National Watermelon Board in Orlando, FL, where she managed projects and promotions specific to watermelon research, education and consumption. "I'm thrilled to be working on behalf of the mango industry," Ms. McManus said in the press release. "The growth opportunities for mangos are huge, and I'm just excited to be part of it."
Prior to joining the produce industry, Ms. McManus worked in marketing in the advertising, printing and publishing industries. She graduated with honors from the University of Houston with a bachelor's degree in marketing and business administration.
At its December board meeting in San Francisco, the board approved a new budget and appointed new officers: Ismael Diaz of Rio Rico, AZ, as chairman; Isabel Freeland of San Diego, CA, as vice chairman; Sue Duleba of Hidalgo, TX, as treasurer; and Ingrid Rivas of Guaynabo, Puerto Rico, as secretary. The board is entering its second full year of operation.
The board also introduced Wendy McManus as the new marketing director. She is responsible for a wide scope of activities that involve oversight of the board's marketing and public relations campaigns to promote increased awareness and usage of fresh mangos in the United States.
"Thanks to a lot of hard work by our members and marketing and promotion teams, we are on track for a very successful year," William Watson, executive director of the board, said in a press release. "We look forward to continuing to generate tremendous excitement about mangos in the marketplace."
At its December board meeting, the board reviewed 2006 projects including research, consumer education, public relations, retail promotions and education.
Among its first-year goals were to introduce the board to as many retailers as possible and to create awareness for the brand-new board. Promotions reached more than 22,000 stores and retailers saw movement increases ranging from 13 percent to 300 percent during promotions.
On the consumer public relations side, the board achieved a number of goals, including the establishment of a year-round media outreach program and a passionate spokesperson to carry the message. Chef Allen Susser, who is chef-owner of Chef Allen's in Miami, led test-kitchen seminars and in-store retail demonstrations across the country as part of the board's "Mango Man in the Market" education and promotion efforts.
The board's initial media tool kit, which included custom recipes and photography, generated more than 9 million print impressions and more than 1 million on-line clips. Further, the board created an on-line presence with its own consumer web site, www.mangoinfo.org, which features recipes, selection and cutting information, along with tips from Chef Allen.
On the staffing front, Ms. McManus was hired to oversee a broad scope of activities. She joined the board after working for two years with Consumer Effects Inc., a consumer marketing and promotions agency. There, she specialized in developing retail promotions to drive sales and consumption of fresh produce.
"We are extremely fortunate to have Wendy as part of our team," Mr. Watson said in the press release. "She brings a wealth of marketing experience and will play an instrumental role in our mission to educate the trade and consumers about the value of fresh mangos."
Previously, Ms. McManus served three years as marketing director for the National Watermelon Board in Orlando, FL, where she managed projects and promotions specific to watermelon research, education and consumption. "I'm thrilled to be working on behalf of the mango industry," Ms. McManus said in the press release. "The growth opportunities for mangos are huge, and I'm just excited to be part of it."
Prior to joining the produce industry, Ms. McManus worked in marketing in the advertising, printing and publishing industries. She graduated with honors from the University of Houston with a bachelor's degree in marketing and business administration.
