Spread throughout the social media world, the challenge helps raise awareness for ALS, amyotrophic lateral sclerosis or Lou Gehrig’s disease, and is promoted by the Washington, D.C.-based ALS Association.
Stephanie Barlow, director of public relations and social media for the Orlando, Fla.-based National Watermelon Promotion Board, was tapped by a Facebook friend and made a personal donation in the name of the watermelon industry.
In making her contribution, Barlow challenged other fruits and vegetables to become involved in the cause.
She called out the Orlando-based National Mango Board, the Portland, Ore.-based USA Pears and Watsonville, Calif.-based California Giant Inc.
“(We) thought a great way to participate and bring the challenge to the produce aisle would be by doing the ice bucket challenge on a watermelon, and then tapping other produce folks to participate,” Barlow said. “It was plenty of quick fun and hopefully other fruits and veggies will spread the message and donate as well. Honestly, how many of our products thrive in ice baths every day? Ice cold watermelon on a hot summer day. It’s an easy leap to ice bucket watermelon, keeping cool but adding fuel to a fire for a great cause.”