Sunday 6th December 2015 saw mango madness descend on North Bondi and its surroundings for the fourth annual Mess-tival—and this one was bigger and messier than ever! We even scored a visit from the Prime Minister, the Hon. Malcolm Turnbull!
Designed to celebrate the peak of the mango season and the official start of summer, Mess-tival is a one day festival held in partnership with the North Bondi Surf Club. Its purpose is to keep mangoes top-of-mind for consumers throughout the long summer season, reminding them why mangoes are their favourite summer fruit, and to keep demand consistently high.
Just like in previous years, Nippers competed in fast and furious mango flag races, relay races and tug of wars. The famous eating competitions were messier than ever before with adults, Nippers and even TV presenters competing against each other to win a tray of mangoes!
Sampling was again a key element of Mess-tival with sampling figures higher than ever before—approximately 8,500 samples were enjoyed by hungry, mango loving consumers - a 6% increase from last year, equating to 35 samples every minute!
Growers representing the four main varieties (Kensington Pride, Calypso, R2E2 and Honey Gold) were on hand to educate the public about the different flavour profiles and usages. We’d like to say a special thank you to the growers who donated fruit on the day—Andrew Dalglish for Kensington Pride and R2E2s; One Harvest for Calypso; Ben and Ash Martin for R2E2s; and Gavin Scurr for Honey Gold.
Whilst this year’s event kept popular key elements from previous years, it also added new activities such as the Social Photo Booth – an interactive photo booth that allowed the public to take photos of themselves with their family in branded Aussie Mangoes gear, and share the photo with their social media networks via an interactive touch screen. The Photo Booth generated a great deal of interest from passers-by, with 400 people taking and sharing photos.
In what was certainly a first for Mess-tival, the Prime Minister, the Hon. Malcolm Turnbull, joined the event briefly during a surf club walk through, showing his love for Honey Gold mangoes by stopping to pose for a photo with one. Coverage of the Prime Minister at Mess-tival was captured by both Channel 7 News and the ABC, securing extensive reach for the event and possibly gaining our most high-profile mangoes fan!
Another new addition this year was our very own Supply Development Manager, Boyd Arthur, who, for a couple of hours, became the most popular part of the whole event by making and giving out carved mango flowers. Indeed, Boyd’s knife skills were of great interest to Channel 9 who filmed Mess-tival throughout the morning for the Weekend Today national weather segment.
Shooting six different scenes from 7am, Weekend Today captured Nipper beach activity, grilled mango cheeks on the BBQ, grower stands and varietal messaging, ways to cut your mangoes (including the hedgehog and mango flower), and fundraising efforts of the event. The segment was watched by 300,000 people nationally and was supported by trays of mangoes on set, back in the studio at Channel 9.
Coverage was also secured in the Daily Telegraph on Saturday, and this was supported by further print coverage in the Sydney News Local publisher network including key titles such as the: Manly Daily, Southern Courier, Wentworth Courier, Inner West Courier (2 x editions), Central Sydney Magazine, Parramatta Advertiser, Fairfield Advance, Northern District Times, Liverpool Leader and the Blacktown Advocate. Whilst a final evaluation is underway, we know that this year has been the most successful in terms of type of media coverage and duration of on-air time.
In addition to raising the profile of mangoes, Mess-tival also raises funds for the North Bondi Surf Club, which go towards much needed life-saving equipment and training. This year we raised another $15,500, growing our grand total in four years to $53,500. Our event partners, the North Bondi Surf Club, are really grateful for the contribution, and value the working relationship we have developed with them over the years.
A sincere thank you to everyone who took part or supported Mess-tival in some way. The growing success of the event proves what a great concept it is, and one that can be scaled year on year. We are already looking forward to making our fifth Mango Mess-tival the biggest and best yet, so pop Sunday December 4th 2016 in your diaries now so you don’t miss it!
For more information contact Elisa King at Horticulture Innovation Australia on:
(02) 8295 2332