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The National Mango Board, Orlando, Fla., has refreshed its branding and updated its marketing focus to Go Mango! The Super Fun Superfruit.

The new focus was developed with consumer insights on the emotional and functional benefits of mangoes and inspired by bright colors associated with mango-growing countries, according to a news release.

“We believe that the pops of color, playful imagery and composition of the new brand style will evoke fun memories and inspire more U.S. consumers to relive and share their super fun experiences and boldly delicious mango recipes with friends and neighbors,” Valda Coryat, director of marketing for the mango board, said in the release. 

“Mangoes bring fun, pure joy and ultimately happy memories.”

The board will use the new brand design for all its outreach efforts to consumers, foodservice, retail and industry members, according to the release.

The board showed the branding off in early March at the Southeast Produce Council’s Southern Exposure in Tampa, Fla., according to the release.