National Mango Board announces brand updates

The National Mango Board (NMB) refreshed branding and updated its website, in order to make mango more accessible and understood by the U.S. consumers.

Manuel Michel, NMB Executive Director, emphasised that mangos have been known in the world for already 5.000 years and in the last 15 years, the mango consumption in the U.S. has increased due to the efforts of NMB and the industry. With this rebrand they strive to educate more consumers about the nutritional value, taste, and versatility of this fruit.

After extensive consumer research carried out by NMB board members and agency partner, Bigeye, the new brand and website show an exciting, flexible brand that eases the perception of mangos and the NMB.

The new branding is styled to feel contemporary but, at the same time, to reflect the broad history of mango, according to Tricia Bramley, NMB Marketing & Communications Director. Their digital presence has increased in the last 18 months, spurned on by their intentional marketing pivot because of the pandemic. Now, their website fully reflects where they are and shows the path for where they are following.