Turlock Fruit has been growing the Orangedew melon for 10 years but has now started promoting it, says the owner Steve Smith. ( Courtesy Turlock Fruit )

Turlock, Calif.-based Turlock Fruit Co. Inc. is for the first time promoting its Orangedew honeydew to customers and new potential customers, and plans to extend acreage as well, said Steve Smith, co-owner.

Turlock Fruit, which has exclusive rights to the melon, has been growing it for 10 years with high demand, but has never promoted it until now.

Smith is promoting the melons to existing customers with point-of-sale materials and by sponsoring tastings.

He hopes to sell customers on the idea of displaying the melons in stores as a stand-alone melon separate from other melons.