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THE FARCE CONTINUES : NMB "BACK PATTING" & SKEWED DATA

















New Consumer Research Provides The National Mango Board With Insights On Consumer Behavior






by National Mango Board
Posted: 2014-08-29 09:21:29 EST







Orlando, Fla – The National Mango Board (NMB) conducts ongoing consumer research to explore consumer awareness, knowledge about mangos, buying habits, barriers to purchase and many other factors of consumer attitudes relative to mangos. Understanding consumer purchasing behavior is key to increasing mango consumption in the U.S.




In 2013, the NMB conducted an in-depth consumer attitude and usage study to better understand consumer purchasing behaviors. The overall goal was to measure consumer awareness and usage practices as they relate to mangos, and importantly, determine the extent to which shifts have taken place over time. In addition to tracking and updating who mango consumers are, why they buy the fruit, and what might encourage future purchases, the study also investigated health awareness and health perceptions toward mangos. Results highlight that overall, providing more information and education about mangos and keeping them in front of consumers at point-of-sale (POS) and in the media would help increase mango sales. Basic education is most needed by consumers since the research reflects not knowing how to choose and select a “good” mango, as well as what to do with it after purchase.






In 2014, the NMB conducted Qualitative Exploration Research, also known as focus groups, with small groups of mango buyers and non-buyers to provide direction on effective mango messaging. 




The study included discussions of mango associations, usage, likes and dislikes, and the buying or eating experience and then progressed through a series of messaging statements. 


The statements covered general, education, nutrition and sustainability messaging. Key findings include the overall positive mango associations with tropical and sweet; with nutrition being one of the strongest messages for consumers. 


Top interest was paid to “100% of daily Vitamin C in a single cup,” “20 vitamins and minerals” and “100 calories a cup.” Other opportunities for mango messaging include the lack of familiarity, not knowing what to do with a whole mango, and selection and cutting.






“Consumer research is vital to focusing our marketing strategies around the obstacles and opportunities that mangos present to consumers,”
stated Megan McKenna, NMB Director of Marketing. 




“Armed with these findings, the mango industry can move forward with its outreach regarding mango selection, ripening, cutting, and usage since they continue to be the barriers to purchase."






The Biggest Barrier to purchase is the nutritionally depleted piece of fruit that comes out of the Hot Water Treatment that 99% of all mangoes sold in USA supermarkets.



If the over 60 million dollars that the National Mango Board (NMB) has wasted in the past ten years, been concentrated on Fruit Fly erradication from mango Groves in Tax payer countries, the USA consumer would finally win.






To learn more about the 2013 Attitudes and Usage Study, 2014 Qualitative Exploration Research, and other consumer research please visit mango.org/retail/category-development-and-consumer-research.







About National Mango Board

The National Mango Board is an agriculture promotion group, which is supported by assessments from both domestic and imported mangos. The board was designed to drive awareness and consumption of fresh mangos in the U.S. The superfruit mango contains 100 calories, an excellent source of vitamins A and C, a good source of fiber and an amazing source of tropical flavor.




Mango availability per capita has increased 53 percent since 2005 to an estimated 2.87 pounds per year in 2013. Mango import volume for 2013 was 935 million pounds. 





Learn more at www.mango.org.




Source: National Mango Board



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The Chaunsa has a Brix rating in the 22 degree level which is unheard of!
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Perhaps it is time for a GLOBAL taste test ???





In alphabetical order by Country....










India




Alphonso





Alphonso (mango)
From Wikipedia, the free encyclopedia








Alphonso (हापुस Haapoos in Marathi, હાફુસ in Gujarati, ಆಪೂಸ್ Aapoos in Kannada) is a mango cultivar that is considered by many[who?] to be one of the best in terms of sweetness, richness and flavor. 


It has considerable shelf life of a week after it is ripe making it exportable. 

It is also one of the most expensive kinds of mango and is grown mainly in Kokan region of western India.

 It is in season April through May and the fruit wei…

INDIA 2016 : Mango production in state likely to take a hit this year

TNN | May 22, 2016, 12.32 PM IST






Mangaluru: Vagaries of nature is expected to take a toll on the production of King of Fruits - Mango - in Karnataka this year. A combination of failure of pre-monsoon showers at the flowering and growth stage and spike in temperature in mango growing belt of the state is expected to limit the total production of mango to an estimated 12 lakh tonnes in the current season as against 14 lakh tonnes in the last calendar year.



However, the good news for fruit lovers is that this could see price of mangoes across varieties decrease marginally by 2-3%. This is mainly on account of 'import' of the fruit from other mango-growing states in India, said M Kamalakshi Rajanna, chairperson, Karnataka State Mango Development and Marketing Corporation Ltd.




Karnataka is the third largest mango-growing state in India after Uttar Pradesh and Maharashtra.



Inaugurating a two-day Vasanthotsava organized by Shivarama Karantha Pilikula Nisargadhama and the Corporation at P…

Mangoes date back 65 million years according to research ...

Experts at the Birbal Sahni Institute of Palaeobotany (BSIP) here have traced the origin of mango to the hills of Meghalaya, India from a 65 million year-old fossil of a mango leaf. 





The earlier fossil records of mango (Mangifera indica) from the Northeast and elsewhere were 25 to 30 million years old. The 'carbonized leaf fossil' from Damalgiri area of Meghalaya hills, believed to be a mango tree from the peninsular India, was found by Dr R. C. Mehrotra, senior scientist, BSIP and his colleagues. 




After careful analysis of the fossil of the mango leaf and leaves of modern plants, the BISP scientist found many of the fossil leaf characters to be similar to mangifera.


An extensive study of the anatomy and morphology of several modern-day species of the genus mangifera with the fossil samples had reinforced the concept that its centre of origin is Northeast India, from where it spread into neighbouring areas, says Dr. Mehrotra. 




The genus is believed to have disseminated into neighb…