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Mango Demand: The Impact of the NMB's Programs
The National Mango Board’s (NMB) mission is to increase the demand of fresh mangos in the United States by conducting promotion, market and production research. The NMB works towards this mission through three core programs; Marketing, Research and Industry Relations. Understanding consumer purchasing behaviors is key to increasing mango consumption in the U.S. The NMB conducts ongoing consumer research to explore consumer awareness, knowledge about mango, buying habits, barriers to purchase and many other facets of consumer attitudes relative to mangos. Results from their consumer research help create, support and guide marketing efforts and messages to increase mango demand.