The executive director of the National Mango Board, Manuel Michel, participated in the Peruvian Mango for the World Digital Forum where he spoke about this organization's interest in increasing mango consumption in the United States.
"The goal of our organization is to increase the consumption of fresh mango in the United States, inspiring consumers and educating them about the culture, taste, and nutrition of mango, while we unite the industry," Manuel Michel stated.
"Our strategic objective is to place the mango among the top 15 fruits by value in the United States market by 2025," he added.
"The National Mango Board's 2021 consumer program strategy is to bet on nutrition and health, with constant messages about mango, as well as focusing on specific issues and the versatility of mango," he stated.
“In the area of nutrition and health, we focus on disseminating constant messages to consumers via influential dietitians, with workshops at the retail level as well as through multimedia strategies in online, social, print, and television media. We also bet on recipes focused on nutrition, as well as highlighting new and existing research. We also pay special attention to the kids' return to school and disseminate the mango's nutritional benefits for babies.”
Retail Program
“We are committed to digital marketing, with a constant message of nutrition, management of the supply chain, with a maturation program, as well as with marketing strategies focused on analyzing sales data, with other high-volume fruits and more sales space. In addition, we also develop point-of-sale materials in retail establishments.”
Growth of Peruvian mango imports in the US
"Since 2005, mango imports from Peru have grown by 100% in volume and 215% in FOB value," Manuel Michel stated. "Mexico is the main exporter of mangoes to the United States, with a 63% share. It is followed by Peru with 14%, Ecuador with 10%, Brazil with 9%, Guatemala with 2%, and other countries with 3%," he stated.
Fresh mango consumption growth
"Since 2005, per capita mango consumption has increased by +93%. Our goal is that consumption stands at 7.1 pounds per person by 2030. Last year, the mango ranked 17th in the ranking of fresh fruit sales at the retail level value in the United States, with 262 US dollars per store per week," he added.
For more information:
National Mango Board
info@mango.org
www.mango.org