NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...

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NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
NATIONAL MANGO BOARD
     August 18, 2020

           Manuel Michel, mmichel@mango.org, linkedin.com/in/manuel-michel-3b62101b/
           Adrian Tennant, atennant@bigeyeagency.com, linkedin.com/in/adrianctennant/
                Tricia Bramley, tbramley@mango.org, linkedin.com/in/triciabramley/
NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
Manuel Michel
Executive Director

National Mango Board

mmichel@mango.org

linkedin.com/in/manuel-michel-3b62101b/
NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
MANGO IMPORT VOLUME
                                20
                                                                                       Monthly Arrivals at U.S. Entry Ports                                  18.6
Boxes (4 kg) in Millions                                                                                                                                            18.4
                                18
                                           2019           2020                                                                                                                       15.2 15.4
                                16
                                                                                                                                    13.5
                                14
                                12
                                                                                       9.6              9.2
                                10                      8.8                  8.4                                                             8.3
                                                                                                                   7.7
                                 8
                                 6          4.9
                                 4
                                 2
                                 0
                                                  Jan                              Feb                       Mar                        Apr                     May                       Jun

                                5
                                                                                                MANGO IMPORT VOLUME                                                                         H1 2020 =
                                                                                             Weekly Arrivals at U.S. Entry Ports                                                            +0% YoY
     Boxes (4 kg) in Millions

                                4               2019              2020

                                3

                                2

                                1
                                            January                          February                   March                       April                     May                         June
                                0
                                      1     2      3          4    5     6         7     8     9   10   11    12         13   14   15   16    17   18   19    20    21     22   23   24   25     26   27   3
                                Sources: National Mango Board and USDA Market News
NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
WHOLE MANGO AT RETAIL                                               H1 2020 =
                                                                                      Volume Velocity and Avg. Price                                       +5% YOY
                           400                                                                                                               389                $4.00
                                                                                                                                                     343
Units / Store / Week

                                            2019 Volume Velocity                    2020 Volume Velocity                      331
                                            2019 Avg. Price                         2020 Avg. Price                                  307
                           300                                                                                                                                  $3.00
                                                                                                    238      245      241
                                                                             202
                           200         153       175                                          168                                                               $2.00
                                                                    142
                                                                    $1.23                     $1.17                 $1.05           $0.94          $0.88
                           100           $1.06                                                                                                                  $1.00
                                              $0.98                         $1.00                   $1.05     $0.94          $0.82          $0.78
                             0                                                                                                                                  $-
                                             Jan                         Feb                     Mar             Apr            May            Jun

                                                                                      WHOLE MANGO AT RETAIL                                                H1 2020 =
                                                                                          Sales Velocity                                                   +10% YOY
                           $400
    Sales / Store / Week

                                       2019 Avg. Sales          2020 Avg. Sales                                                             $304 $301
                                                                                                                                     $289
                           $300                                                                                              $270
                                                                                                      $250            $252
                                                                                                             $229
                                                                            $202             $196
                           $200                                     $175
                                       $162      $171

                           $100

                             $0
                                             Jan                         Feb                     Mar               Apr          May            Jun
                             Sources: Nielsen Answers on Demand® (26 weeks ending 6/27/20)
NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
FRESH-CUT MANGO AT RETAIL
                                                                                       Volume Velocity and Avg. Price
                               40                                                                                                                                 $20.00
Units / Store / Week

                                            2019 Volume Velocity                     2020 Volume Velocity
                                            2019 Avg Price                           2020 Avg Price
                                                                                                                                                               H1 2020 =
                               30                                                                                                                              -1%$15.00
                                                                                                                                                                   YOY
                                                                                                 21   21        21             20      21              21
                                                                       18                                              19                       19
                               20          17      16                         17                                                                                  $10.00

                                                 $4.90                      $4.64                    $4.98            $5.05           $5.01          $4.98
                               10                                                                                                                                 $5.00
                                         $4.79                      $4.63                       $4.87         $4.86           $4.80            $4.88

                                0                                                                                                                                 $-
                                              Jan                         Feb                      Mar           Apr             May              Jun

                                                                                     FRESH-CUT MANGO AT RETAIL
                                                                                                                                                               H1 2020 =
                                                                                            Sales Velocity
                                                                                                                                                               +3% YOY
                               $125
        Sales / Store / Week

                                         2019 Sales Velocity          2020 Sales Velocity                                               $107
                                                                                                  $101 $105                                             $104
                                                                                                                 $101 $95       $96              $93
                               $100
                                                    $82                  $87 $83
                                             $81
                                $75

                                $50

                                $25

                                    $0
                                                 Jan                         Feb                      Mar             Apr             May              Jun
                                Sources: Nielsen Answers on Demand® (26 weeks ending 6/27/20)
NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
FROZEN MANGO
                                                                                              Import Volume
              9,000
                                                                                           8,519
                                  2019           2020
              8,000
                                                                                                                                              H1 2020 =
                                                                                                                                              +22% YOY
              7,000                                                                                        6,703

                                                                                   5,951
Metric Tons

              6,000                                              5,813

              5,000        4,535                       4,508                                                                4,644
                                                                                                                                    4,200
                                                                                                   3,942                                    3,795
              4,000                                                                                                3,756
                                        3,459
              3,000

              2,000

              1,000

                  0
                                  Jan                          Feb                     Mar             Apr                 May          Jun
                Sources: USDA-FAS Global Agricultural Trade System (GATS) Online
NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
FROZEN MANGO AT RETAIL                                          H1 2020 =
                                                                                            Volume Velocity and Avg. Price                                   +29% YOY
                        20                                                                                                              19                         $8.00
                                      2019 Volume Velocity              2020 Volume Velocity                            18                              18
                                      2019 Avg. Price                   2020 Avg. Price                 17
  Units/Store/Week

                        15                       14                                                                                                                $6.00
                                        13                                                                      13              13              13
                                                                     12    12                   12                     $4.55
                                                                                                       $4.40                           $4.56           $4.24
                                       $4.09                             $4.22
                        10                                          $4.12                                      $4.14           $4.14           $4.12               $4.00
                                            $4.03                                              $4.17

                            5                                                                                                                                      $2.00

                        -                                                                                                                                          $0.00
                                           Jan                         Feb                        Mar             Apr             May             Jun

                                                                                       FROZEN MANGO AT RETAIL                                                  H1 2020 =
                                                                                            Sales Velocity                                                     +39% YOY
                       $100                                                                                                             $88
Sales / Store / Week

                                     2019 Avg. Sales          2020 Avg. Sales                                           $84
                                                                                                        $74                                             $78
                        $75
                                        $52    $55                          $52                $51              $52            $53              $52
                                                                    $49
                        $50

                        $25

                         $0
                                             Jan                          Feb                        Mar             Apr             May             Jun

                            Sources: Nielsen Answers on Demand® (26 weeks ending 6/27/20)
NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
Summary: 2020 U.S. Mango Market
● Overall, mango market has experienced an increase in
  consumer demand during the first half of 2020

● Fresh-whole and fresh-cut mango had to overcome distribution
  challenges in early April, but rebounded into May and June

● Frozen mango has had higher than normal supply and demand
  during the first half of 2020
NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
Adrian Tennant
VP, Insights

Bigeye

atennant@bigeyeagency.com

linkedin.com/in/adrianctennant/
NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
Unprecedented Disruption
“Never before in the recent past of of our nation have we been
forced to confront the magnitude of abrupt changes that
COVID-19 circumstances foisted upon us all. So the food
industry… suddenly found itself facing an unprecedented
disruption.”
David Fikes,
Executive Director, FMI Foundation
Unprecedented Disruption
US Economy Suffers Historic   Stimulus Checks Drive   Restaurant Industry   Food Delivery Surges
Slowdown                      Increased Food Sales    Collapses
US Economy Suffers Historic Slowdown Amid Pandemic

                                                                 -33%
                                                                 Decline in GDP in the
                                                                 second quarter of 2020

US Bureau of Economic Analysis, July 2020; Statista, July 2020
How Americans Used Their Stimulus Checks

     59%
     of surveyed households
     said they used, or planned
     to use, their stimulus
     payment for food during
     the COVID-19 pandemic

Weekly Household Pulse Survey, US Census Bureau, July 9-14 2020; Statista, July 2020
Foodservice Collapse

                                              Year-over-year change in seated
                                              diners at restaurants on the
                                              OpenTable network, including
                                              online reservations, phone
                                              reservations, and walk-ins

OpenTable, March 2020; Statista, March 2020
Changes in Where Consumers Shop

                                       Shop at fewer stores                      40%

78%                                    Shop online more

                                       Avoid stores I usually shop at
                                                                                 28%

                                                                                 15%
of shoppers have made a                Changed store I shop at most frequently   11%
change to where they
shop as a result of the                Shop at different types of stores         10%
COVID-19 pandemic
                                       No longer shop in-store                   10%

FMI and The Hartman Group, June 2020
Changes in How Consumers Shop

                                       Spend more money each visit             44%

89%                                    Shopping trips are faster

                                       Purchase a narrower range of products
                                                                               32%

                                                                               25%
of shoppers have made a
change to how they shop
as a result of the COVID-
                                       Spend more money online                 16%
19 pandemic

FMI and The Hartman Group, June 2020
Changes in Who Shops for Grocery Items

                                       Only one person shops when previously     24%

36%
                                       two or more shopped

                                       Someone outside the household (e.g. a     11%
                                       relative or friend) shops

of shoppers have made a
change to who shops
                                       Different person in household shops now   3%
as a result of the COVID-
19 pandemic

FMI and The Hartman Group, June 2020
Cooking at Home More, Eating Healthily

                                       Cook more of my meals        41%

36%                                    Plan more meals in advance   27%

of shoppers report
healthier eating habits,
                                       Try new dishes more often    20%
compared to before
COVID-19.

FMI and The Hartman Group, June 2020
E-Commerce: Years Happening in Weeks

Bank of America, U.S. Department of Commerce, ShawSpring Research, 2020
Food and Beverage: Fastest Growing E-Com Category

58%
Year-over-year growth of
food and beverage items
purchased via digital
channels in 2020

eMarketer, May 2020
Grocery Delivery and Pickup: Sales Growth

233%
Sales growth between
August 2019 and March
2020

80%
Sales growth between
March and June 2020.

Sales of grocery delivery and pickup in the United States in August 2019 and March to June 2020 (in billions US dollars)
Statista, July 15, 2020
Winners: Delivery and Pickup
Estimated year-over-year
increase in Amazon Fresh
orders.

323%

eMarketer, July 2020; Statista, July 2020; MarketWatch, July 2020; Quartz, April 2020; Edison Trends, April 2020, CNBC, June 2020.
Implications
New Habits?

88%                   48%                   38%
of adults expect a    of adults expect to   of respondents
persistent change     prepare meals         expect to
to cooking, dining,   more frequently       eat out less often
and shopping habits
Tricia Bramley
Director, Marketing & Communications

National Mango Board

tbramley@mango.org

linkedin.com/in/triciabramley/
Break or Pivot?

    What happens with retail?
       With foodservice?

How do we reach consumers now?

  How do we look to the future?

                                  26
The Retail Pivot

                   27
The Retail Pivot
In-Store Sampling Paused    Retailers conserve floor space   Shoppers make trips quick

                                                                                         28
The Retail Pivot

                   29
The Retail Pivot: Frozen
We focused on narratives we could control and amplify in
a world of chaos and uncertainty
• Build awareness and consumption of frozen mangos
   Increase overall knowledge
• Leverage consistent availability and versatility
• Leverage packing

                                                           30
The Foodservice Pivot

                        31
The Foodservice Pivot
“Restaurants and employees are feeling the catastrophic effect of the COVID-19 pandemic
across the country. Since March 1, the industry has lost more than 3 million jobs and $25
billion in sales, and roughly 50% of restaurant operators anticipate having to lay off more
people in April.” – National Restaurant Association

                                          Keep mangos top of mind with operators, chefs, and
                                          media
                                             • Recipe and content development
                                                • Chef’s video series – techniques and
                                                   how to’s
                                             • Advertising – social media, foodservice
                                               trade publications, advertorials, and
                                               partnerships
                                             • Social good opportunities

                                                                                              32
The Social Pivot

                   33
The Social Pivot

      Targeting
                        Targeted ads based   Interactive campaigns   Paid activations   Sponsored posts
                           on archetypes                             and partnerships
• Multiple variations
  of ads

• Performance
  constantly
  evaluated and
  adjusted

• Social listening to
  stay aware of
  concerns and
  conversation

                                                                                                          34
The Social Pivot
  Mango Madness           Happier Hours and Demos   Recipe Development
  Instagram Stories            Simple recipes        Recipe inspiration
      execution                Nutrition focus      Travel through taste
   Vote on favorite         Easy to make at home    Tap into ‘Quarantine
recipes. One will win!                               Kitchen’ initiatives

                                                                            35
The Web Pivot

                36
The Web Pivot

    Targeted Landing Pages

•    Copy and imagery matched
     every ad we ran
•    Benchmarked all of our
     metrics before we ran our
     ads
•    A/B tested placement and
     UX for optimization
•    Retargeted for additional
     messaging

                                                 37
The Full Plan Pivot: Results

                               38
The Full Plan Pivot Results
On the web:
• Users are up 98%
   through June
• New Users are up 102%
• Pageviews are up 112%
• Pages per session are up
   almost 10%
• Average session
   duration is up 11%

                                                On social:
                                                • Audience growth is up
                                                   12%
                                                • Total engagements is up
                                                   60%
Pivoting into 2021

                     40
The Full Plan Pivot: What Next?
We don’t know what 2021 will look like, so we’re using this time period to our
advantage

• Data is king!
• Learning about our consumers: what makes them tick? What do they need
  from us?
• Finding more archetypes to focus on
• Optimize our user experience journeys on our sites
• Enhance our partnerships with retailers and influencers

And now it’s time to get back to basics
• Create exciting meaningful content that resonates and educates
• Enhance our future programs with this data
                                                                                 41
Thanks for attending!

Manuel Michel, mmichel@mango.org, linkedin.com/in/manuel-michel-3b62101b/
Adrian Tennant, atennant@bigeyeagency.com, linkedin.com/in/adrianctennant/
     Tricia Bramley, tbramley@mango.org, linkedin.com/in/triciabramley/
                                                                             42
https://www.usatoday.com/story/money/food/2020/03/0
6/costco-samples-coronavirus-suspends-free-
samples/4980216002/

                                                      43
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