The National Mango Board, the organization dedicated to the promotion, research, and dissemination of mango in the United States, is working so that North American consumers know this fruit and to increase consumption in this country.
"Our main goal is to consolidate a culture of mango consumption in the United States, as well as to promote its added value so that it is one of the best products and one of the products that consumers value the most," stated Angela Serna, the Marketing Manager of the organization.
“Thanks to the efforts made by the multidisciplinary team of the National Mango Board, mango consumption in the United States continues to grow, setting a new record in 2019 with a per capita consumption of 3.25 pounds per person. At the same time, the number of US retail chains offering ripe mangoes has increased from 6 in 2016 to 21 in 2019. In addition, there are 6 handlers that also supply added-value mangoes. Furthermore, the number of operators and distributors of fresh products that work with the NMB has increased from 1 in 2017 to 23 in 2019.”
Research and Marketing
The NMB conducts monthly studies to measure the demand for mangoes and their market, as well as monitoring consumer satisfaction for mangoes purchased in retail. “Researching and a better understanding of consumer preferences are of the utmost importance. To achieve this, we develop strong marketing programs that strengthen the growth of the industry. These studies undoubtedly provide a wealth of information about what drives consumers to buy mangoes. In fact, our goal is to increase the number of consumers who have purchased a mango, from 67% to 75% by 2020. Furthermore, our organization focuses on increasing the familiarity of mango and consumption among young consumers,” Serna stated.
The organization has implemented a powerful media strategy to achieve this. “We have generated audiences through strategic and specific digital means of payment. We also launched the 'The Mango Store' campaign in New York City, which had more than 2 billion engagements in the media, and we were present at the Food and Nutrition Conference and Exhibition (FNCE) for the first time, among other actions,” Serna stated.