Marketing and education—The National Mango Board's multi-pronged strategy to drive year-round mango sales
By Francisco Seva Rivadulla, International Agri-Food Journalist
The mission of the National Mango Board (NMB) is to drive category growth and increase mango consumption by providing support and education throughout the entire supply chain. But the organization has proven to go above and beyond, becoming a key industry partner that stands out by supporting the retail sector and employing a multifaceted strategy to boost year-round mango sales and consumption in the United States.
"Our approach begins with a deep understanding of retailers' needs and market opportunities," says Lavanya Setia, Director of Marketing at NMB. "This involves qualitative insight and quantitative data analysis, which offers support that drives overall category growth."
Collaboration and education—the key to a more robust demand
A primary goal for the NMB is to make mangoes a strong category in the fruit and vegetable aisle. The organization plans to achieve this, Setia says, by ensuring high-quality fruit and educating retailers and shoppers. By providing resources such as portable displays with practical tips, health benefits, and information on mango varieties, the NMB aims to drive more purchases and consumption.
"Strong relationships and constant follow-up with retailers are essential to increasing volume, sales velocity, and market share," Setia adds.
Additionally, the NMB provides merchandising support, demonstration kits, and funding for in-store tastings and contests. These promotional point-of-sale materials are designed to increase visibility of the product and encourage consumers to try it both at home and in-store. Ultimately, this can result in repeat purchases and even steady, year-round consumption.
Creating loyalty through impulse buys and seasonal promotions
Lavanya Setia emphasizes the importance of encouraging impulse purchases in-store. Tempting potential new buyers with some mango sweetness can be the gateway to increased consumer demand.
"Our organization focuses on in-store initiatives such as displays in high-traffic areas and cross-promotions to attract new buyers. Targeted loyalty promotions also play a significant role," Setia says.
But the strategy is not fully old school. When it comes to digital, the executive points out that "the NMB uses search engine marketing, display advertising, and coupons to reach a wider audience, including occasional shoppers."
The marketing director adds that the NMB recognizes the year-round availability of mangoes, so the organization partners with retailers on seasonal promotions and product pairings.
"We also educate consumers about the different mango varieties through in-store materials, training for produce managers, and online channels like e-commerce, social media, and collaborations with influencers," she adds.
The National Mango Board's roadmap
Looking to the future, the marketing expert highlights that the NMB's priorities are set to strengthen industry relationships throughout the supply chain, improve category performance in the U.S., increase fresh mango visibility, and foster shopper purchases and loyalty."
"The vision is for mango to be an integral part of every American's diet based on its versatility, flavor, and nutritional benefits," says Setia. This, she explains, will allow mango to move toward being one of the top 10 most valued whole fruits in the American market by 2030.
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