ORLANDO, FL - There’s a lot to look forward to at this year’s fourth annual United Fresh BrandStorm™ Conference. The conference, taking place from February 20-22 in San Francisco, CA, will feature the National Mango Board’s (NMB) Director of Marketing, Valda Coryat, who will lead a session about the brand-building story of mangos in the U.S.
“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 in a press release. “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 joined NMB in 2017 with an extensive consumer marketing background. She has been essential in designing and managing the new NMB initiatives and campaigns for the retail, consumer, foodservice, and nutrition programs that drive mango demand and consumption. With over 20 years in consumer-packaged goods, building brands, launching award-winning innovations, and activating consumer inspired multi-media campaigns—most notably at Heineken and the Colgate-Palmolive Company—Coryat brings with her a wealth of experience. Her role is to analyze the approach the NMB is using to make mangos into a brand, which includes creating a brand voice and personality, appealing on an emotional level, and connecting to culture.
Alongside Coryat will be Janet Helm, EVP, Chief Food and Nutrition Strategist at Weber Shandwick, the communications firm for NMB. The two will present a session entitled: “How Brands Behave Today: What Fresh Produce Marketers Can Learn from Food Companies.” The session addresses the new rules of brand storytelling, the ways brands act differently today, and offer inspiration for new brand-building strategies for produce marketers. Coryat and Helm will focus on how produce marketers can position and differentiate their brands to ensure an enhanced value proposition.
As the Chief Food and Nutrition Strategist in North America for Weber Shandwick, Helm provides strategic counsel to a range of food clients, including some of the company’s most beloved food brands and food industry organizations. She is highly adept at creating strategic alliances, leveraging scientific research, engaging nutrition influencers, developing and testing messages, and building public education campaigns. During the session, Helm will share her years of industry learnings and go-to market strategies that have yielded successful campaigns.
For more updates on the United Fresh BrandStorm Conference, keep reading AndNowUKnow.
