Mango sales rose by more than 50 per cent in US supermarkets during promotions funded by the National Mango Board (NMB). The organisation said its retail team carried out a total of 138 promotions affecting 31,787 supermarkets, during which a cumulative 51 per cent increase in mango volume movements was recorded.
The campaign included in-store demonstrations and mango bins placed within produce aisles. “These promotions were conducted in over part of the US and all through the year to ensure that every growing region got their fair share of support from us,” the NMB said.
NMB-funded retail promotions for 2014 have been underway since the beginning of January, and will continue to run throughout the year.
The board said mango messages were seen by consumers more than 1.7bn times last year, exceeding its goal of 1.3bn impressions. The results were largely due to its ‘Mangover’ programme initiatives.
“More consumers learned easy and innovative ways to incorporate our super fruit into everyday meals to enjoy with their friends and family,” the NMB said.
Consumers were targeted with information on how to cut, select, ripen and use mangoes in their own kitchens.
“The results show that our consumer marketing efforts continue to get stronger and more efficient year after year, resulting in greater consumer awareness and demand for mangoes,” the board said.
