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NMB has sights set on driving mango demand with summer promos

By
John Groh

Excitement continues to build around the mango category, and the National Mango Board is looking to parlay that enthusiasm for its namesake fruit into strong summer demand via several themed promotions.

nmbDan Spellman, director of marketing for the NMB, told The Produce News that the “Cinco de Mango” promotion the board launches and supports marks the start of summer promotions for mangos and is a kickoff to a multitude of initiatives ranging from retail to sports to entertainment.

“It’s good timing, because after a slow start in the beginning of the year due to lower volumes from key exporting countries, Mexican mangos are coming on and lifting the market,” he said. “This will lead us into the summer, with stronger volumes available.”

Aside from Cinco de Mango, the NMB has several initiatives planned to help move mangos through the pipeline, including a major entertainment partnership that all mango consumers can enjoy.

“I am proud to say that our partnership with Florida State University athletics will be renewed, and we also be partnering with Ole Miss, so we’re continuing to expand our alliances in both sports and entertainment,” he said. “We’ll also have other entertainment alliances, but we’ll be announcing that in the coming weeks.”

He said that with July 4 being one of the largest retail holidays for mangos, there will be a lot of emphasis on a continued summer promotional push at retail during National Mango Month in June, as well as National Mango Day on July 27, which is when the board’s website, Mango.org, will be relaunched.

“This is a complete revitalization of the Mango.org site,” he said. “The site will become more interactive and engaging, and will help accomplish our mission of driving the consumption of fresh mangos.”

Additionally, Spellman said, “Our goal, though a revitalized website, is to mirror the industry’s push to move mangos to the top of everyone’s grocery list. The NMB’s goal is to become a ‘Top Five Fruit in Five Years.’ We firmly believe we have the team to support that ambitious goal.”

Spellman also said one of the more anticipated summer programs will be the “Mango Joy Ride,” which will feature a mango-inspired truck touring parts of the U.S. during the late summer to help promote the fruit.

“This will be a very fun, yet innovative, program, with the truck touring primarily the Midwest and Southeast from mid-August into September, featuring a mango mascot, musicians, DJs and other interactive activities while distributing samples and mango swag,” he said. “The inspiration was to get mangos out to the masses and help ‘drive’ consumption of fresh mangos.”

Nutritional messaging will be a focus of the summertime promotions, said Spellman, and one of the health-related aspects the NMB will be promoting is the fact that mangos have equal or less sugar than some other popular fruits, such as apples, bananas and blueberries.

“People throughout the country are really starting to discover mangos and their value,” he said. “In fact, per Nielsen data, mangos were one of two fruits (with cherries being the other) to see demand significantly increase in 2023. We saw a 7.2 percent bump for the year, and that’s despite a difficult fourth quarter for the overall mango industry.”

Spellman said that mangos were recently thrust into the spotlight with the proclamation by Steve Barnard of Mission Produce that mangos are the next avocado, alluding to the fruit being on the precipice of runaway popularity.

“To have someone of Steve’s stature in the industry say that about mangos brings added credibility and reaffirms what we are doing,” he said. “Mangos are no longer just a garnish or ingredient in a salsa, they are becoming more mainstream and a primary part of the meal, and I mirror his sentiments.”

John Groh

John Groh

About John Groh  |  email

John Groh graduated from the University of San Diego in 1989 with a bachelors of arts degree in English. Following a brief stint as a sportswriter covering the New York Giants football team, he joined The Produce News in 1995 as an assistant editor and worked his way up the ranks, becoming publisher in 2006. He and his wife, Mary Anne, live in northern New Jersey in the suburbs of New York City.

 

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