Retail watermelon display contest to run in July

05/26/2009 12:45:09 PM
Doug Ohlemeier

Trying to drum up supermarket sales during July’s National Watermelon Month, the watermelon industry is promoting a retail display contest.

The National Watermelon Promotion Board, Orlando, Fla., and the National Watermelon Association, Plant City, Fla., are inviting retailers to build large watermelon displays during the month and enter the groups’ national contest.

Courtesy Ntl. Watermelon Promotion Board

The watermelon industry is trying to spark July retail sales by holding a retail display contest for the summertime favorite.
The grand-prize winner of the contest, open to produce buyers and managers and store managers, wins $1,000 and a trip for two to the 97th watermelon association convention Feb. 17-21 in Dallas.

The association plans to recognize the winner at the convention. The contest has other prizes for eight retail regions for retailers throughout the U.S. and Canada.

The promotion’s purpose is to increase July watermelon sales and expand consumer awareness of watermelon’s health benefits.  Marketing materials tout how retailers need to stock up their displays to promote the summer favorite.

Displays, which have to be erected during July, can be based on whole watermelon, fresh-cut melons, mini melons, or a variety of the three.

The association recommends retailers use any type of point-of-purchase materials including custom creative display pieces.

The attention-getting displays can include selection, storage and versatility tips including recipes and carving ideas.

Contest entries must be received by Sept. 1.

Retailers can enter the contest by downloading entry forms at http://www.watermelon.org/retailers_display_contest.asp.

The U.S. Congress proclaimed July as National Watermelon Month in 2007.



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