The National Mango Board’s (NMB) Director of Marketing, Valda Coryat, will share the brand-building story of mangoes in the U.S. at the 4th annual United Fresh BrandStorm™ Conference, February 20-22, 2019 in San Francisco, CA.
Coryat will present alongside Janet Helm, EVP, Chief Food and Nutrition Strategist at Weber Shandwick, the communications firm for the NMB. Together, they are presenting a session entitled “How Brands Behave Today: What Fresh Produce Marketers Can Learn from Food Companies.” They’ll address the new rules of brand storytelling, review the ways brands act differently today, and offer inspiration for new brand-building strategies for produce marketers. The session will focus on how produce marketers can position and differentiate their brands to deliver an enhanced value proposition.
“I’m thrilled to have an opportunity to share the journey we’ve been on to bring the world’s love of mangoes to the U.S.,” said Coryat, who joined the NMB in 2017 with an extensive background in consumer marketing. “Our brand positioning for mangoes is the Super Fun, Superfruit, and for the last year we’ve been focused on changing what people think and feel about mangoes. Our goal is to move from exotic to every day.”
The NMB said Coryat has been instrumental in designing and managing its new initiatives and campaigns for the consumer, retail, foodservice and nutrition programs. She will review the approach the NMB is using to treat mangoes as a brand, including creating a brand voice and personality, appealing on an emotional level, and connecting to culture.
Helm is the Chief Food and Nutrition Strategist in North America for Weber Shandwick, where she provides strategic counsel to a variety of food clients. Her area of focus is creating strategic alliances, engaging nutrition influencers, leveraging scientific research, developing and testing messages, and building public education campaigns. At the conference, she will share her industry learnings and go-to market strategies.
For more information:
Angela Serna
National Mango Board
Ph: +1 (407) 629-7318 ext. 113
aserna@mango.org
www.mango.org