Orlando, Fla. (February 10, 2011) – The National Mango Board (NMB) experienced another year of great successes in 2010 in its dynamic foodservice efforts. The NMB sponsored The Flavor Experience, supported successful chain promotions and saw increased foodservice publicity coverage.
In August 2010, the NMB sponsored The Flavor Experience in Newport Beach, CA. This invitation-only event for chain operators and chefs is an opportunity for them to learn about and experience different flavors. Menu trend research conducted by Dole and presented at the conference concluded, “Emerging fruits on the menu vary by segment, with mango usage strong across all segments.” Mangos were featured in 12 of the dishes offered to attendees during the three-day conference, and the fruit’s versatility really shined through. In addition to great mango usage, the NMB identified restaurant chains that showed an interest in adding fresh mangos to their menus. During the 2009 event, the NMB forged a relationship with Elephant Bar, a 50-unit chain. Throughout the summer of 2010, Elephant Bar offered a Pacific Cove Tropical Crab and Shrimp Louie Salad featuring fresh mango; a dish that remains on their menu today.
In 2010, the NMB implemented many strong chain promotions. In May, the NMB partnered with BJ’s Restaurants to promote the Thai Salmon with Fresh Mango Salsa in 94 units through August 3, 2010. This promotion was a great success for BJ’s, and the entrée has been added to their permanent menu. Additionally, the NMB worked with Chevy’s Fresh Mex to promote their Fresh Mango Margarita, Fresh Mango Daiquiri and Fresh Mango Lemonade from August 10-October 25, 2010, in 90 units. The promotion was a limited time offer featuring fresh mango in beverages.
Pei Wei offered their Thai Mango Chicken for the second summer in a row in 2010. The dish was promoted through great coverage on the chain’s website, Facebook page and with an online mango cooking class. The kickoff of the limited time offer was an in-store coupon offered days before the re-launch offering 25 percent off, 50 percent off or a free Thai Mango Chicken on its first day back. The NMB also provided menu development services to Morrison’s, a 490 unit division of Compass, to develop a menu of over a dozen mango items for use throughout August 2010.
The NMB attended the International Foodservice Editorial Council (IFEC) Annual Conference in November in New Orleans, LA. The NMB met with representatives from over 20 foodservice publications to plan for editorial opportunities in 2011. The NMB also sponsored the appetizer at the annual gala dinner. The appetizer was a tasting of ripe and unripe mangos, with different spice combinations. The attendees voted on their favorite combination, and the NMB donated a dollar for every ballot received to the organization’s scholarship fund. The fresh, ripe mango was the uncontested winner. Demonstrating the NMB commitment to foodservice publicity, the NMB marketing manager, Megan McKenna, was elected vice president of the International Foodservice Editorial Council.
The organization’s efforts to gain publicity in the foodservice trade media were rewarded in 2010 with 55 mentions or features in the targeted publications. This exposure for mangos brought more than four million reader impressions and a return on investment of over $5 for every dollar spent on this initiative.
The NMB foodservice program promises another exciting year as more chefs are including mangos on the menu. Stay tuned for results of the NMB’s first foodservice menu research project later this year. Visit www.mango.org/foodservice to access resources for foodservice operators and chefs, including information about handling, ripening, cutting, yield and usage ideas.
Source: National Mango Board
