STRATEGIC PLAN & BUDGET

NMB Webinar – Mango Marketing – Best Practices to Fuel Business Results – May 2019

The NMB hosted a free webinar to highlight the NMB’s marketing strategies and resources that drive consumption and overall business results across key marketing pillars: Consumer, Food Service and Retail. Valda Coryat, Director of Marketing facilitated the webinar and held a question and answer session following the presentation.

Click here for the previously recorded webinar.

Click here to download the presentation.

NMB Webinar – May 2018
The NMB hosted a free webinar to share with the industry an exciting overview of the NMB’s 2018 Marketing and Research programs and up-to-date-information on the proposed rule to amend the Mango Order to include frozen mango. Manuel Michel, NMB’s Executive Director and Valda Coryat, Director of Marketing facilitated the webinar and held a question and answer session following the presentation.

Click here for the previously recorded webinar.

Click here to download the presentation.

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 priorities provide the framework for the NMB’s programs from 2021 to 2023. The strategic plan is revisited every three years to make sure the organization is still working toward the right goals. Each year, specific marketing, communications, research and industry relations projects are developed to work toward these key objectives. To learn more about how the NMB operates click here to view the NMB Institutional Video

2021 – 2023 NATIONAL MANGO BOARD STRATEGIC PRIORITIES

MISSION

Increase the consumption of mango in the U.S. by inspiring consumers and educating them about the culture, flavor, and nutrition of mangos, while bringing the industry together.

VISION

For mangos to move from being an exotic fruit to a daily necessity in every U.S. household.

CORE VALUES

  • We serve each part of the mango industry equally from grower to consumer
  • We focus on science-based nutrition and health benefits of mangos
  • We support the industry to consistently deliver high-quality and great-tasting mangos
  • We create and execute strategic communication and marketing programs that are customized for all channels of the industry
  • We innovate, constantly finding new ways to build the mango industry and improve the consumer experience
  • We create and execute strategic communication and marketing programs that are customized for all channels of the industry

STRATEGIC PILLARS

  1. Deliver High-Quality & Flavorful Mangos 
    • Deliver consistently high-quality fresh and frozen products and improve the flavor profiles delivered to the consumer across the varieties of mangos.
  2. Market Positioning
    • Continuously improve market positioning and adoption across all relevant consumer audiences for fresh and frozen mangos, as well as products with mango ingredients
  3. Consumer Education
    • Understand and dimensionalize key consumption barriers and create and execute strong research-based strategies to enhance consumer familiarity, understanding, sentiment and purchase of fresh and frozen mangos.
  4. Market Penetration
    • Drive mango market penetration in retail, foodservice, and industrial uses of fresh and frozen mango products.
  5. Industry Service
    • ​​Improve value-added and industry information for fresh and frozen mango industry to support greater efficiency while building support for the program and participation by the assessment payers in the frozen and fresh sectors and throughout the supply chain.
MAKING A DIFFERENCE – ONE MANGO AT A TIME

Since the National Mango Board (NMB) was formed in 2005, the group has been working to increase mango consumption in the United States, and striving to measure the impact of the program.

From the number of mango samples served at sampling events, all the way up to the total value of all mango imports; the NMB sets goals, measures outcomes and evaluates results every step of the way

Check out the comprehensive Annual Report for an overview of last year’s activities at the NMB, with updates and results of marketing and research programs.

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