Mango industry launches new promotional campaigns in U.S. and Europe

The mango industry is launching new promotional initiatives in both the United States and Europe. In the U.S., the National Mango Board (NMB) has introduced a campaign titled “Celebrate with Flavor that Sells” to coincide with Hispanic Heritage Month. The strategy focuses on the fruit's deep cultural ties to the Latino community, highlighting its versatility in traditional recipes such as salsas, snacks, and aguas frescas to drive retail opportunities.

In Europe, the “Frutas con corazón” (Fruits with Heart) campaign, an Intertropic initiative co-funded by the European Union, is promoting European-grown mangoes. A recent launch event in Madrid showcased the new harvest from Spain, specifically from the Costa Tropical of Granada and Axarquía in Malaga. The campaign emphasizes the health benefits and culinary uses of locally grown mangoes through sensory experiences and gastronomic demonstrations.