2017 was a great year for the National Mango Board. Here are some of the highlights of the 2017 Programs.

NMB won the 2017 Produce Business Marketing Excellence Award for ‘Mangos As A Cultural Icon’ for the 9th consecutive year.

 

Consumer

Consumer PR & media exceeded goal and achieved 3.0 billion impressions (vs 2.8 billion goal)

  • Most successful celebrity partnership in NMB history – Ayesha Curry
  • Extended the reach of strong mango stories using paid amplification
  • Introduced new step-by-step recipe videos

 

Food Service

Food Service: First fresh mango menu promotion with a QSR brand – Wendy’s

  • Food Service PR met its goal of 10 million impressions

 

Retail
  • Ripe and Ready to Eat Mango Program drew new partners
  • Expanded partnership with Tajin was a huge success
  • Retail RD Challenge gained momentum in year two

 

Trade
  • 3 million impressions surpassing our goal of 13 million
  • Trade advertising continued to track upwards: NMB click through average is 1.01% vs the industry standard of .06%
  • Mango Connection and Mango Mover newsletters open rates and click through rates are above industry standards