The COVID-19 pandemic has prompted the Orlando, Fla.-based National Mango Board to tweak its promotional programs and adapt to retailers’ new ways of doing business, said Marissa Khan, marketing manager.
“The NMB’s pivot to strengthen and invest in digital strategies included partnership with retailers for digital advertising and e-commerce, social media partnerships with dietitians in place of live demos, and recipe development with chefs for multi-use video content,” Khan said.
The board has no plans to let up in its efforts to support mango sales throughout the fall and winter months.
As peak cold and flu season arrives, mangoes will provide a healthy option for consumers, since they’re high in vitamin C, which plays an important role in immune function, said Tammy Wiard, the board’s retail marketing manager.
“Fall is the perfect time to merchandise mangoes adjacent to the citrus set,” she said.
“This positioning pulls mangoes away from the exotic set and helps establish a semi-permanent placement within the produce department.”
The natural color break between citrus and mangoes is appealing and draws consumers in, she said.
And tying into citrus presents mangoes as a component or garnish to dishes and drinks, extending consumers’ menu options.
The mango board will make it easy for retailers to merchandise mangoes this fall by offering display bins.
“This year, the NMB is offering a few seasonal header options, including a ‘Score Big’ grilling/tailgating option and a ‘Merry & Bright’ winter holiday option to tie into retailers’ initiatives and create excitement,” Wiard said.
Secondary placement of mangoes provides the opportunity to place mangoes in unexpected areas like the meat/seafood department, which drives impulse sales, she said.
“These eye-catching bins and headers can also pull mangoes front and center within the produce department.”
Later in the year, consumer programs will focus on being together for the holidays, Khan said.
“As everyone seeks togetherness and connection in alternative ways, mangoes are a bright, flavorful and nutritious addition to fall and winter holiday menus,” she said.
Providing mango-centric recipes is one way the board will help add holiday cheer.
The mango board has been working to increase demand for mangoes since its inception in 2005, Khan said.
Promotion programs have contributed to increasing U.S. per capita consumption from 1.88 pounds to 3.25 pounds per capita in the U.S. — a 73% increase since 2005 — she said.
“Mangoes are making their mark on American culture, evident by the tremendous growth of mangoes on restaurant menus and the explosion of new mango products in the marketplace,” Khan added.
The National Mango Board is working together with the mango industry to drive demand and increase consumption and importation of fresh and frozen mangoes at several levels, including retail and foodservice, she said.
“The value generated by NMB programs over the last six years has resulted in an additional gain of $508 million for the mango industry.”