“The mission of the National Mango Board is to inspire everyone to taste the joy of fresh mangoes in their everyday lives,” said Lavanya Setia, the board’s director of marketing.
That can be accomplished through educating consumers about mango nutrition, flavor and culture, she said.
“With peak mango season kicking off, a lot is going on with the National Mango Board to be excited about,” Setia said.
The Orlando, Fla.-based board is planning a summer promotion that addresses the joys of summer with key activations, both in-store and digitally, along with key partnerships and gamification on the board’s website — mango.org — for National Mango Day, July 22.
Later, the board will kick off a back-to-school push that will emphasize nutrition, she said.
“For retailers gearing up for a busy mango season, we have evergreen point-of-sale [material] that showcases how to cut and a ripeness meter for how to pick,” Setia said.
The board soon will introduce nutrition-based content as well.
The board’s retail resources help align seasonal activities with mango recipes, which helps with the application of use ideas for consumers, she said.