National Mango Board · 2025 Annual Report
Making Mangos a Household Choice
2025 marked the National Mango Board’s 20th anniversary — and a landmark year for the U.S. mango category. Supply grew nearly 11%, retail sales set a new record, and mango officially reached the top 15 whole fruits by value in the United States, a goal set back in 2020.
Download the full 2025 Annual Report (PDF)
Complete report including board leadership, program detail, and audited financial statements.
By the numbers
The 2025 Mango Year at a Glance
Headline results from the National Mango Board’s 2025 program year, covering supply, retail performance, and marketing return on investment.
20 Years of the National Mango Board
Since 2005, U.S. per capita mango availability has nearly doubled from 1.9 lbs to 3.81 lbs, and import value has grown from $262 million to $991 million. 2025 closed the NMB’s second decade with mango established as a year-round staple in American diets.
Leadership perspective
Messages from the Executive Director and Chairman
Strengthening the Future of Mangos
Executive Director Ramón Ojeda credits a year of growth — achieved despite weather-related production impacts in key growing regions and ongoing supply chain complexity — to innovation, research, and consumer outreach that kept mangos in front of U.S. shoppers. Supply grew almost 11% to over 150 million boxes, strengthening per-capita availability to 3.8 lbs. He points to the record 94% continuance referendum approval as evidence of an industry aligned behind a shared vision, and highlights the 20th anniversary as a moment to honor two decades of collective work across growers, importers, retailers, and partners.
Mango Momentum: A Landmark Year of Wellness, Growth, and Lasting Impact
Board Chair Rod Chamberlain frames 2025 as the year mango completed its transformation from “exotic” seasonal treat to a naturally invigorating everyday fruit — officially surpassing the long-standing goal of becoming a top-15 whole fruit by value, a target set in 2020. He cites a refreshed wellness campaign grounded in new nutrition research on blood sugar, heart health, and digestive wellness; an upgraded Mango.org platform with interactive recipe tools; and the Mango Volume and Inventory System (MaVIS) helping the industry match supply with surging demand.
“Coming together is a beginning, staying together is progress, and working together is a success.”
— Henry Ford, quoted by Executive Director Ramón Ojeda in the 2025 report
Leadership
2025 Board of Directors
Rod Chamberlain (Board Chair, Domestic Producer), Francisco Javier Villegas Ontiveros (Vice-Chair, Foreign Producer), Mary Velasquez (Secretary, Importer District IV), Chris Ciruli (Treasurer, Importer District II), Karla Palafox (Industry Relations Officer, Foreign Producer), Luis Gabriel Cintrón (Research & Industry Relations Chair, First Handler), Jiovani Guevara (Marketing & Communications Chair, Importer District II), Edwin Zaparolli (Research & Industry Relations Vice-Chair, Foreign Producer), and Sofia Wong (Marketing & Communications Vice-Chair, Foreign Producer), along with board members Albert Perez, Luis Orrantia, Rodrigo Diaz, Daniel J. Ibarra, Tom Argyros, Helena Medeiros, José Ángel Crespo, Victoria Aguirre, and Umi Martin.
Volume & value
U.S. Mango Supply, Imports, and Retail Performance
Mexico, Peru, Ecuador, Brazil, and Guatemala remain the top five exporting countries to the U.S. market. Five-year trends show steady growth in both what shoppers spend on mango and how much each store sells per week.
| Year | Retail dollars (whole mango) | Dollar velocity (per store, per week) |
|---|---|---|
| 2021 | $420M | $256 |
| 2022 | $487M | $300 |
| 2023 | $498M | $321 |
| 2024 | $513M | $324 |
| 2025 | $583M | $333 |
Source: Nielsen Answers on Demand®, Total US xAOC, as reported in the NMB 2025 Annual Report.
U.S. per capita availability reached 3.81 lbs in 2025, continuing a two-decade climb from 1.9 lbs in 2005. Import value crossed $991 million on more than 150 million boxes — supplied primarily by Mexico, Peru, Ecuador, Brazil, and Guatemala.
Strategic priority I · Product quality
Research Projects, Food Safety, and Sustainability
The NMB invests in production and supply chain research that helps growers deliver consistent, high-quality fruit — from genetic marker studies for anthracnose tolerance and fruit quality traits, to irrigation and flowering-management studies, to retail research measuring how expanded display space and in-store conditions affect shopper purchasing. Standardized food safety training resources aligned with the FDA’s Food Safety Modernization Act are maintained at mangofoodsafety.org, and the Mango Sustainability Program and manual are available at mangosustainability.org.
Strategic priority II · Marketing
From Impact to Influence: 2025 Marketing Highlights
Mango Joyride Tour
The second Mango Joyride mobile sampling tour brought fresh mango experiences, influencer promotions, giveaways, and recipe inspiration to consumers across multiple states, encouraging first-time trial and future purchases.
Squishmallows Sweepstakes
A summer giveaway of 1,000 “Ximena the Mango” Squishmallows, promoted through organic and paid social plus a press release, drew more than 640,000 entries and helped drive a record 1.7 million website sessions in July.
Always-On Seasonal Campaigns
Campaigns timed to Cinco de Mayo, summer celebrations, and back-to-school kept mango relevant year-round, with year-over-year gains in engagement and video completion.
Strategic priority III · Consumer education
Disney, Retail, and Record Consumer Engagement
The “Unleash the Joy” campaign with Disney, tied to the live-action Lilo & Stitch release, connected mangos to family and the film’s Hawaiian spirit of ‘ohana. Shoppers could earn Fandango movie-ticket codes and enter to win a tropical vacation. The promotion generated 14,172 receipt submissions and 35,572 sweepstakes entries — nearly triple the 12,000-entry goal — with 58,590 landing page sessions and average qualifying purchases of $6.13, 23% above the minimum threshold.
At retail, mangos appeared in promotions across 72 retail accounts. More than 13,000 display bins were distributed during Q2 and Q3, contributing to a 27% increase in numeric distribution, with 27+ retail partners executing mango displays across nearly 12,000 stores nationwide.
| Channel | Followers | Engagements | Impressions | Posts |
|---|---|---|---|---|
| 104,629 | 512,200+ | 34.25M+ | 162 | |
| 39,151 | 19,500+ | 1.74M+ | 292 | |
| TikTok | 2,552 | 1,300+ | 77,722+ | 56 |
Influencer program: 19 partnerships, 23 posts, 198,684 engagements, 6,064,266 impressions, 4,133,628 accounts reached, and a 4.81% average engagement rate.
Vallarta Supermarkets
Recognized for standout year-over-year mango sales growth, creative merchandising, shopper education on flavor and texture, and expanded organic mango offerings.
How-To Series Tops YouTube
NMB’s How-To video series — covering cutting, choosing, nutrition, and recipes — became the year’s most-viewed content with 115,900+ views and 609,000 channel impressions.
Mango University Relaunch
A revamped Mango University launched with six interactive modules and ACF-accredited quizzes, alongside mango menu programs at Harvard, MIT, Duke, Tufts, UMass, JWU, Virginia Tech, Michigan, Ohio State, Indiana, and UT Austin.
Strategic priority IV · Research
2025 Health & Nutrition Research: Published Findings
The NMB’s health and nutrition research program has produced more than 30 peer-reviewed publications since inception. Four studies published in 2025 added to the evidence base:
Daily Mango & Prediabetes
In a 24-week randomized controlled study, adults with prediabetes who ate mango daily showed lower fasting blood glucose, improved insulin sensitivity, stable HbA1c, and increased fat-free mass.
Cardiometabolic Response
Two weeks of daily mango intake reduced blood pressure and total and LDL cholesterol in postmenopausal women with overweight or obesity.
Insulin Sensitivity
After four weeks, daily mango consumption significantly reduced fasting and post–glucose-tolerance-test insulin concentrations in participants with overweight/obesity and chronic low-grade inflammation.
Literature Review
A review of recent literature associated regular mango consumption with improved satiety, weight maintenance, and better blood sugar control compared with common snack alternatives.
The 2025 program also launched the research-anchored “Naturally Invigorating” wellness platform, distributed an evolved RFP to 350+ U.S. researchers (yielding 15 proposals and three recommended new projects for 2026), reached 10,000+ researchers via an ASN eBlast, and opened a centralized Health & Nutrition Research hub on Mango.org.
Return on Investment (ROI)
From 2013 to 2025, the fresh mango industry invested a total of $103.6 million in research and promotion programs, generating additional FOB net gains of $1,711.84 million — a return of $16.44 for every dollar invested. Market intensity remained high at 3.81 purchases per two-week period, while household penetration reached 27.14%.
| Period | Accumulated FOB net gain | Accumulated NMB expenditures | ROI |
|---|---|---|---|
| 2013–2016 | $203.46M | $24.16M | $8.42 |
| 2013–2019 | $470.67M | $45.05M | $10.45 |
| 2013–2022 | $1,064.51M | $70.54M | $15.09 |
| 2013–2025 | $1,711.84M | $103.62M | $16.44 |
Source: National Mango Board and U.S. Demand Model — Mango Awareness Research, Dr. Ronald Ward, Emeritus Professor, University of Florida.
Strategic priority V · Industry relations
Connecting the Global Mango Supply Chain
Industry programs in 2025 included extension outreach meetings across Brazil, Ecuador, Guatemala, Mexico, and Peru; nine technical webinars covering topics from the FSMA pre-harvest water rule to mango flowering under high temperatures; five podcast episodes with 55,185 downloads across 10 interviewees; and the July 2025 relaunch of the monthly Mango Connections industry newsletter, which closed the year with 6 issues and 978 subscribers. LinkedIn grew to 5,924 followers with 6,751 engagements and 75,392 impressions.
The Mango Volume and Inventory System (MaVIS) now receives daily shipment data from 16 participating importers — representing roughly 45% of U.S. mango import volume — plus exporter organizations EMEX (Mexico) and FME (Ecuador), together accounting for approximately 78% of mango volume imported into the United States. The Weekly Mango Crop Report serves more than 1,200 subscribers with country-by-country volume, variety, and arrival data.
Financials
2025 Financial Summary
The NMB is funded by assessments of ¾ cent per pound on whole fresh mangos, domestic and imported. Financial statements as of December 31, 2025 were audited by MKA CPA’s and Auditors, who found they present fairly, in all material respects, the financial position of the Board under U.S. GAAP. Ninety percent of expenses went directly to programs.
| Category | Amount | Share of expenses |
|---|---|---|
| Total revenues (assessments, interest, contributions) | $9,790,649 | — |
| Marketing programs | $7,243,245 | 67% |
| Research programs | $2,526,283 | 23% |
| General & administrative | $1,061,612 | 10% |
| Total expenses | $10,831,140 | 100% |
| Net assets, end of year | $7,253,797 | — |
Source: NMB 2025 Annual Report; audited financial statements, December 31, 2025 and 2024.
Read the Complete 2025 Annual Report
The full report includes the complete board of directors roster, regional retail performance data, program detail for all five strategic priorities, and the audited financial statements.
Download the 2025 Annual Report (PDF)
The National Mango Board is an agricultural research and promotion program authorized by the Commodity Promotion, Research, and Information Act of 1996 (7 U.S.C. 7411–7425) and the Mango Promotion, Research, and Information Order (7 CFR 1206). The NMB is an instrumentality of the U.S. Department of Agriculture and receives oversight from the Agricultural Marketing Service, Specialty Crops Program, Market Development Division.