Articles
FAIRCHILD TROPICAL GARDEN’S MANGO MONTH: A MODEL FOR PROMOTION AND MARKETING
Article number
455_106
Pages
836 – 839
Language
Abstract
Marketing and promotion of the mango has been, and will continue to be, an essential component of the development of a world-wide mango industry.
This is particularly true in countries where mangos are not traditional crops (e.g.
Canada, Europe, United States). Fairchild Tropical Garden conducts an annual event for the promotion of the mango that could serve as a model for other locations.
There are 3 main events consisting of a display of cultivars, taste tests of new and unusual cultivars, processed products (dehydrated slices or pulp, breads, preserves, pickles, etc.), expert advice, technical workshops on care and production, cooking classes and demonstrations, and containerized trees of many cultivars for sale.
The events coincide with the peak of the mango season.
Currently a combined 2,500 to 3,000 people attend the 3 events.
Attendance is controlled by limiting the dates and times in order to provide only quality mangos, processed products and information.
Such events have an obvious local impact, but are limited in the number of people reached.
However, by up-linking to remote locations, such events can be used to promote mangos on a national or international scale.
This is particularly true in countries where mangos are not traditional crops (e.g.
Canada, Europe, United States). Fairchild Tropical Garden conducts an annual event for the promotion of the mango that could serve as a model for other locations.
There are 3 main events consisting of a display of cultivars, taste tests of new and unusual cultivars, processed products (dehydrated slices or pulp, breads, preserves, pickles, etc.), expert advice, technical workshops on care and production, cooking classes and demonstrations, and containerized trees of many cultivars for sale.
The events coincide with the peak of the mango season.
Currently a combined 2,500 to 3,000 people attend the 3 events.
Attendance is controlled by limiting the dates and times in order to provide only quality mangos, processed products and information.
Such events have an obvious local impact, but are limited in the number of people reached.
However, by up-linking to remote locations, such events can be used to promote mangos on a national or international scale.
Publication
Authors
R. J. Campbell, Carl W. Campbell
Keywords
Mangifera indica L., cultivar, markets, public events
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