“The NMB works with retailers 52 weeks a year to ensure that mango promotions are happening somewhere in the U.S.,” she said in an e-mail.
Coming up, the board has its Mango Mania display contest, held each year in July.
In the past, this contest was open only to small retailers with up to 50 stores. For 2014, the board will open the contest to all U.S. retailers, with prize categories for small and large companies and small and large stores, according to McKenna.
“More than $12,000 in prize money will be available in the Mango Mania Display Contest,” she said.
In April, the board is launching the “Mango Mover,” a retail e-mail newsletter designed to deliver promotion ideas to retailers.
It will include consumer insights, crop information, and ideas to increase mango sales now and in the future, McKenna said.
“The Mango Mover will have something for everyone, from a vice president of produce to a store level associate,” she said.
Retailers can sign up starting April 1, in the retail section of the board’s website.
To market mangoes specifically to parents, grandparents and kids, the board has several specific promotions planned.
“We try to reach as many U.S. consumers as we can. We do that through an integrated marketing campaign that includes elements targeting moms and their children as well as the older population,” McKenna said.
For Mother’s Day, the board will work with a celebrity spokesperson to share recipes and ideas to celebrate mom, including a Twitter recipe contest.
A Grandparents Day promotion is also planned, including printable cards and activity sheets from the website.
National Mango BoardThe board also recently wrapped up its Jungle Jetsetter giveaway, a chance for consumers to win a trip to Punta Cana, while enjoying mangoes in jungle-themed recipes and snack ideas.
The promotion revolved around the release of Disney’s The Jungle Book Diamond Edition on February 11.
In addition, the board’s “Mangover” program was nominated as one of five finalists for PRWeek’s 2014 Product Brand Development Campaign of the Year.
The board partnered with Clinton Kelly, co-host of TLC’s “What Not to Wear” and of ABC’s “The Chew,” for this campaign, which encourages consumers to explore mangoes as an easy way to add a pleasant, sweet surprise to everything from breakfast to a late-night snack, according to a news release.