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Maura Maxwell



NMB unveils 2016 marketing campaign

Promotions aim to increase mango consumption and awareness on nutritional message with US consumers

NMB unveils 2016 marketing campaign

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The National Mango Board (NMB) has launched its 2016 marketing programmes which focus on connecting with consumers to drive mango awareness and consumption, while delivering nutrition messages that are both meaningful and inspiring.

The aim of the campaign is to educate retailers on mango handling, merchandising, and encourage mango promotions, as well as inspire chefs and foodservice operators to increase fresh mango items on menus.

On the consumer front, the NMB has partnered with the National Women’s Soccer League (NWSL) for a second consecutive year to provide mangoes as the official superfruit of the NWSL; as well teaming up with the as US Youth Soccer as its official snack.

Furthermore, the NMB will sponsor and sample mangoes at a national yoga event which will help the NMB connect with consumers through fitness personalities to promote a healthy and balanced lifestyle.

“Throughout the year, the NMB will encourage mango conversations and engagement on all its social media channels as well as develop their media relations to secure mango editorial content,” NMB said in a press release.

The NMB said its nutrition programme will focus on conveying mango nutrition messages to consumers and satisfy their demand for nourishing and inspiring foods that have a meaningful story and cultural relevance.

The association has enlisted a renowned chef with a strong Mexican influence to research, document, and craft the story of mangoes in Mexican culture and cuisine. In addition, it will develop an Ask the Nutritionist FAQ section on its website which will give nutritionists an outlet to get answers on their mango nutrition questions.

The NMB will also continue to promote mangoes to consumers at retail and foodservice. On the retail front, it will once again offer limited mango display bins free of charge to mango shippers and continue to encourage the use of retail tools to help train and educate produce associates about mango handling and merchandising practices.

On the foodservice side, the NMB will continue to inspire chefs and operators to use more mango items in their kitchens, as well as working with foodservice media to share news about fresh mangos and secure editorial placements.

The NMB will also conduct chain promotions throughout the year, as well as pitch new mango recipes and ideas that can reach distributors and operators.


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