International Mango Festival Proves a Tropical Success

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International Mango Festival proves a tropical success

August 9, 2006

CORAL GABLES, FL -- Thousands of mango enthusiasts from around the world converged in Miami July 8-9 for the 14th annual International Mango Festival, co-sponsored by the National Mango Board. This year's event celebrated heirloom mango varieties from Cuba, such as the Toledo and Prieto.

Mango board members from the United States and abroad traveled to the event where they learned about the rich history of Florida's mango industry and current research into new and existing varieties. Mangos were introduced into Florida from Cuba in the 1830s, according to Richard Campbell, senior curator of tropical fruit for Fairchild Tropical Garden, the site of the festival.

Prior to the event, at a July 6 board meeting, here, the board agreed to a new three-year contract with William Watson of The Fresh Approach to continue as the board's executive director. Noted mango experts Carl and Richard Campbell addressed a variety of topics in a presentation to board members, calling on the industry to continue to improve the flavor and choices of mangos marketed in the United States.

The U.S. market is familiar with certain varieties like the red- skinned Tommy Atkins or yellow- skinned Ataulfo, yet there are hundreds more grown around the world. More than 200 mango cultivars were on display at the International Mango Festival.

"It's kind of mind boggling. We have any flavor you want. We have any color you want," said Richard Campbell. "We really need to talk about getting together and testing different varieties in different regions of the world. We have to know whether a certain variety will grow in Mexico, Peru or other regions."

National Mango Board members and national food editors, who were invited to attend the festival by

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the board, enjoyed samplings of fresh mangos like Julie and Nam Doc Mai during tastings at both Fairchild's Williams Grove horticultural facility and the festival. "There's not a fruit in the world like the mango," said Florida mango grower Gary Zill, who gave a speech at Williams Grove. "It is really possible to grow and ship a very good mango. There is a lot of research to be done in post-harvest and knowing when to pick them. I think mangos could be marketed [like] vintage wine."

The board has embarked on a dynamic program to educate U.S. consumers and retailers about fresh mangos, including "Mango Man" spokesman Chef Allen Susser of Chef Allen's in Aventura, FL. At a July 7 board dinner at his restaurant, Mr. Susser incorporated nearly a dozen different mango varieties into a special tasting menu. The menu featured such dishes as Shrimp and Nam Doc Mai Mango Curry and Carrie Mango Tart Tatin. Mr. Susser has participated in mango test kitchen seminars for food editors across the country as part of a consumer public relations campaign.

Fleishman Hillard, which conducts public relations for the NMB, presented a progress report on activities such as the new "Mango 101" press kit, which is directed at top 100 food editors including Hispanic publications. The press kit has generated numerous articles, already reaching more than 1.1 million in circulation, according to the agency. And a special release delivered in late April to the Associated Press featuring mango chicken quesadilla for Cinco de Mango, reached more than 10 million in circulation.

The first phase of the National Mango Board's web site (www.mangoinfo.org) was also reviewed. The site is considered the board's initial contact with consumers, while offering mango recipes and tips on selecting and handling mangos.

Mr. Susser also provided an update on his activities with the board, including deskside visits to food editors of major magazines and newspapers across the country, as well as a specifically targeted media tour in four major markets. He described his experience as "Mango Man in the Market," a unique retail promotion that placed the chef in select retail stores, giving a "Mango 101" course for each store's customers.

On the retail side, VMS LLC presented its merchandising program update on the board's new "ManGO My Way" promotion for retailers across the country.

A large majority of retailers contacted have agreed to promote mangos more than previously. The results have been immediate. According to VMS, one retail event led to an 88 percent increase in volume during the promotion. Another promotion at Texas Tech University, which was attended by more than 1,500 students, helped educate participants about mangos, healthy eating and fitness. The pilot program is called Fit Tech Fitness. Participants received an informational handout on mangos including a recipe for spinach salad with mango vinaigrette.