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Research program efforts will focus on mango nutrition and health, as well as an increased focus on mango quality and postharvest practices research. 

The Industry Relations program will work towards enhancing industry communication and preparedness to create a unified mango industry. 

This program will also focus on the Continuance Referendum, which will be held April 6-17, 2015, where mango industry members will have the chance to vote on the NMB’s continuation. 

The NMB has also updated its vision statement – To bring the world’s love of mangos to the U.S. Updating the vision ensures that the NMB programs and mission complements the new era of development and growth. 

Lastly, the NMB website, , redesign will be launching in 2015. 

The new intuitive design will allow consumers and industry members to navigate the site easier and will be fully responsive with mobile phones and tablets.

Learn more at

For more information:
Lucy Keith
Tel: +1 (512) 495-7174

Publication date: 12/12/2014

NMB gears up for 2015 marketing push

Association armed with newly executive director and marketing director and new strategic plan

Manuel Michel, Bill Vogel, and William Watson

1US market access closer for Australian mangoes

10Strong growth in Peruvian mango exports

The National Mango Board (NMB) is getting ready for its new era of development and transitions under the directorship of Manuel Michel, who takes over from current executive director William Watson. The association is also armed with a new director of marketing, and new strategic plan, a new vision, and new projects.

Michel has been on board since September 2014 working alongside Watson as he integrated himself into his new role and he has now fully assumed his new position.

“Knowing Manuel will be at the helm for the NMB’s next chapter is reassuring. Thank you for the opportunity and your support. I will miss everyone,”
Watson said this week.

The NMB also appointed a new director of marketing, Rachel Muñoz; who has been on board since November 2014. 

Rachel is currently overseeing marketing and public relations for consumer, nutrition, retail and foodservice programs, as well as managing trade shows and website communications.

“William created the NMB and brought together an industry with a unified vision for increasing mango consumption in the US. He has set a solid foundation for Manuel to build on and I look forward to being a part of these plans to grow the success of the NMB,”
Muñoz said.

The NMB is preparing for the year ahead with an array of new undertakings. A new strategic plan has been set for 2015-2017, which will provide the backbone of the NMB’s marketing, research and industry relations programmes.

The 2015 marketing programme will include ongoing consumer marketing strategies such as sponsorship of the US National Women’s Soccer League. Ongoing marketing efforts will also include nutrition PR and marketing, retail marketing and promotions, and foodservice PR and marketing.

Research programme efforts will focus on mango nutrition and health, as well as an increased focus on mango quality and postharvest practices research.

 The Industry Relations programme will work towards enhancing industry communication and preparedness to create a unified mango industry. 

“It has been an honour to work with William and to have him as a mentor for the last four months. He has been a great leader for the mango industry and has paved the road for years ahead”, Michel said.

 “2015 and the next two years that follow will be very significant to the NMB and the mango industry as we continue to expand our programmes and implement new initiatives”.

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