Melon marketers promote local fruit - The Packer

Melon marketers promote local fruit

04/18/2014 10:03:00 AM
Melissa Shipman


Specialty melons

Although watermelons may dominate melon sales when compared to honeydews and other specialty melons, there are still shoppers who demand those options at retail.

“Having a variety of offerings in the melon category is essential because the occasion and usage is different to the different consumers in the market,” Monique McLaws, marketing director, Dulcinea Farms LLC, Ladera Ranch, Calif., said in an e-mail.

In fact, McLaws said that by offering a wide variety of melon options, and placing them on ad together, interest increases for the category.

“We see some of our best promotions are when we offer mix and match ads for our PureHeart watermelons and Tuscan cantaloupes,” she said.

According to The Packer’s 2014 Fresh Trends report, only 46% of consumers report purchasing a cantaloupe in the past 12 months, compared with 49% last year. This dropped the melon from the seventh most popular fruit to the No. 10 spot.

Honeydews also saw a decline with a fall of two points, from 25% to 23%.

The likelihood of a watermelon purchase also decreased from 60% to 54%, but the fruit remained the sixth most popular fruit.

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