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NMB's Valda Coryat to speak at United Fresh BrandStorm Conference

The National Mango Board’s director of marketing, Valda Coryat, will share the brand-building story of mangos in the U.S. at the fourth annual United Fresh BrandStorm Conference, Feb. 20-22 in San Francisco.nmb

Coryat will present alongside Janet Helm, executive vice president, chief food and nutrition strategist at Weber Shandwick, the communications firm for the NMB. Together, they are presenting a session entitled How Brands Behave Today: What Fresh Produce Marketers Can Learn from Food Companies. They’ll address the new rules of brand storytelling, review the ways brands act differently today, and offer inspiration for new brand-building strategies for produce marketers. The session will focus on how produce marketers can position and differentiate their brands to deliver an enhanced value proposition.

“I’m thrilled to have an opportunity to share the journey we’ve been on to bring the world’s love of mangos to the U.S.,” said Coryat, who joined the NMB in 2017 with an extensive background in consumer marketing. “Our brand positioning for mangos is the Super Fun, Superfruit, and for the last year we’ve been focused on changing what people think and feel about mangos. Our goal is to move from exotic to every day.”

Coryat has been instrumental in designing and managing the new NMB initiatives and campaigns for the consumer, retail, foodservice and nutrition programs that drive mango demand and consumption. She brings a wealth of marketing experience with over 20 years in consumer-packaged goods, building brands, launching award winning innovation and activating consumer inspired multi-media campaigns most notably at Heineken and the Colgate-Palmolive Company. She will review the approach the NMB is using to treat mangos as a brand, including creating a brand voice and personality, appealing on an emotional level, and connecting to culture.

Helm provides strategic counsel to a variety of food clients and is skilled at creating strategic alliances, engaging nutrition influencers, leveraging scientific research, developing and testing messages, and building public education campaigns. At the conference, she will share her years of industry learnings and go to market strategies that have resulted in successful campaigns.