NMB promotion

The US mango market remains buoyant, in spite of recent supply problems, according to Dan Spellman, marketing director for the National Mango Board (NMB).

“Compared to a year ago, mango supply and demand are showing promising signs of growth,” he says. “Despite the challenges posed by weather fluctuations, the overall availability of mangoes remains stable. Consumer demand for mangoes continues to increase, driven by increased awareness of their health benefits, culinary versatility and exotic appeal.”

Spellman says the increasingly well-known health benefits of the fruit are one of the factors behind the growth. “Recent studies have revealed that mangoes are rich in antioxidants, vitamins and dietary fibre, making them a valuable addition to a healthy diet,” he explains. “Plus, research suggests that regular consumption of mangoes may contribute to improved digestive health, reduced inflammation, and improved immune function.”

The NMB plans to ramp up its social media presence in the coming months as part of a wide-reaching marketing strategy that includes partnerships with major sports and entertainment companies, influencers and celebrity chefs and in-store promotions.

Spellman says this will include “tantalising mango recipes, captivating images, and engaging contests to foster a community of mango enthusiasts”. The campaign will also feature user-generated content to showcase the various ways people enjoy mango, encouraging consumers to share their mango moments.

This month, NMB will celebrate Cinco de Mayo with its “Cinco de Mango” campaign, featuring mango-inspired recipes and holiday drink ideas. “Mangoes add a tropical touch to the celebration and we encourage fans to follow us on social media to enjoy exclusive content and special offers during this festive period,” Spellman says.

Part of the board’s marketing strategy involves collaborations with renowned chefs and influencers to create innovative mango recipes that suit diverse tastes and preferences. “From refreshing mango salads to indulgent desserts, we want to demonstrate the versatility of this tropical fruit and inspire consumers to add it to their culinary repertoire,” Spellman says.

This is supported by webinars, blogs and educational videos that provide information on mango varieties, ripening tips and nutritional benefits.

In-store, NMB is working closely with retailers to ensure mangoes are prominently displayed and attractively priced. “Our goal is to empower consumers with knowledge that improves their mango shopping and consumption experience,” Spellman says.