New transitions promises new undertakings

National Mango Board gears up for 2015

As the year comes to an end, the National Mango Board (NMB) is getting ready for its new era of development and transitions with Executive Director William Watson handing over the reins to the new executive director, Manuel Michel. The NMB is also armed with a new Director of Marketing, and new Strategic Plan, a new vision, and new projects.

Manuel has been on board since September 2014 working alongside William as he integrated himself into his new role. Today, the NMB has fully transitioned to its new Executive Director just in time for the holiday season and the beginning of 2015.

The NMB also appointed a new Director of Marketing, Rachel Muñoz; who has been on board since November 2014. Rachel is currently overseeing marketing and public relations for consumer, nutrition, retail and foodservice programs, as well as managing trade shows and website communications.

With 2015 quickly approaching, the NMB prepares for the year ahead with an array of new undertakings. A new strategic plan has been set for the 2015-2017, which will provide the backbone of the NMB programs – Marketing, Research and Industry Relations. The 2015 marketing program will include ongoing consumer marketing strategies such as sponsoring of the U.S. National Women’s Soccer League. Ongoing marketing efforts will also include nutrition PR and marketing, retail marketing and promotions, and foodservice PR and marketing.

Research program efforts will focus on mango nutrition and health, as well as an increased focus on mango quality and postharvest practices research. The Industry Relations program will work towards enhancing industry communication and preparedness to create a unified mango industry. This program will also focus on the Continuance Referendum, which will be held April 6-17, 2015, where mango industry members will have the chance to vote on the NMB’s continuation.

The NMB has also updated its vision statement – To bring the world’s love of mangos to the U.S. Updating the vision ensures that the NMB programs and mission complements the new era of development and growth. Lastly, the NMB website, www.mango.org, redesign will be launching in 2015. The new intuitive design will allow consumers and industry members to navigate the site easier and will be fully responsive with mobile phones and tablets.

Learn more at www.mango.org.

For more information:
Lucy Keith
FleishmanHillard
Tel: +1 (512) 495-7174
Email: lucy.keith@fleishman.com

Publication date: Fri 12 Dec 2014