Strategic Plan and Budget

The National Mango Board uses a strategic plan, developed by the board members, to ensure the best interests of the mango industry are being served and the funds are being invested wisely.

The following key objectives and supporting strategies provide the framework for the NMB’s programs from 2012 to 2014. The strategic plan is re-visited every three years to make sure the organization is still working toward the right goals. Each year, specific marketing, research and industry relations projects are developed to work toward these key objectives. To learn more about how the NMB works to fulfill these objectives and view project highlights and results, check out the quarterly Strategic Plan Update Summary, available in the downloads tab below. To learn more about how the NMB operates click here to view the NMB Institutional Video.

2012 - 2014 National Mango Board Strategic Planning Objectives and Strategies

  1. Connect with consumers to increase mango demand

    • Use consumer research to understand attitudes, buying behaviors and barriers
    • Educate consumers about cutting, ripening and usage
    • Connect with moms and kids
    • Tell mango’s nutrition story
    • Utilize new media opportunities
  2. Increase mango visibility at retail

    • Implement year-round promotions
    • Build retail relationships and provide tools and resources
    • Utilize produce trade media to maintain a high profile for mangos
  3. Increase fresh mango offerings on foodservice menus

    • Engage chefs and operators and provide tools and resources
    • Execute strategic mango promotions with foodservice chains
    • Maintain a high profile in foodservice trade media
  4. Pursue mango nutrition messages through health and nutrition research

    • Identify promising topics for nutrition research and implement studies and build our “body of evidence” for the nutritional benefits of mangos
  5. Pursue improved mango quality and food safety

    • Identify solutions for mango pre and post-harvest challenges, including packaging and treatment protocols
    • Identify solutions for mango food safety challenges
  6. Facilitate a unified mango industry

    • Increase global outreach
    • Encourage better sharing of information
    • Help educate the mango industry on ways to improve quality
    • Utilize produce trade media to maintain a high profile for mangos
  7. Maintain a reputation and crisis plan

    • Prepare for a media crisis
    • Prepare for a commerce crisis
    • Explore sustainability issues
  8. Facilitate Ripe/Ready to Eat Mangos

    • Conduct exploratory research including consumer demand, industry readiness and case studies
    • Conduct technical research including ripening and handling practices, and varietal differences
    • Share findings with mango distribution channel from producer to retailer
    • Assist retailers and shippers in promoting Ripe/Ready to Eat Mangos to their local consumers
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