The National Mango Board (NMB) has added new nutrition marketing messages to its existing industry list to strengthen the superfruit’s nutrition story. Available now at www.mango.org/nutrition, this effort is part of the NMB’s Nutrition Outreach program which helps spread the word about mango nutrition to U.S. consumers.
By sharing mango’s nutrition story, the NMB can attract more health conscious U.S. consumers. In 2013, the NMB wanted to expand their strong nutrition messages beyond being an excellent source of Vitamins A and C and a good source of fiber to include more information about vitamins and nutrients. In doing so, the industry can now say:
- One cup of mango is an excellent source of folate.
- One cup of mango is a good source of vitamin B6.
- Mango is a good source of copper.
The NMB also developed structure function claims to help the U.S. consumer understand what these claims mean. For example, “Mango is an excellent source of folate. Folate helps support healthy cardiovascular function.” Not only do they use these claims in their outreach, but they encourage the industry and retailers to use them on their websites, newsletters, marketing messages, etc.
To help add credibility to their mango nutrition messages and spread them across the country, the NMB works with a strong Media Registered Dietician (RD) Network which consists of several seasoned media RDs who are equipped with mango knowledge, including mango key messages, nutrition facts, recipe ideas and more to share with consumers.
In addition to reaching U.S. consumers through media, the NMB also works with retail dieticians to help educate and sell mangos to their consumers. The NMB sponsored and attended the Produce for Better Health (PBH) Annual Conference on March 13-15, 2013 where they had the opportunity to network and interact with 29 RDs from 22 different retailers. During the conference, supermarket RDs enjoyed two fresh mango dishes.
To learn more about the NMB’s Nutrition Outreach program and check out the related research please visit www.mango.org/industry/