Capitalizing on Generation Z consumers’ interest in meat alternatives, the California Cantaloupe Advisory Board introduced a meatless burger made from fresh cantaloupe to attendees at the International Fresh Produce Association and Foundation for Fresh Produce’s Consumer Connection Conference.
“What better place to roll out our new campaign featuring this unique vegan burger made from fresh cantaloupe?” said Garrett Patricio, California Cantaloupe Advisory Board chairman and president of year-round melon supplier Westside Produce/Classic Fruit. “This group already understands that fresh produce suppliers can gain new customers, especially younger ones, with exciting ideas for using fresh produce.”
Emily Holdorf, influencer and community manager for the Foundation for Fresh Produce, shared data at the Consumer Connection Conference that showed that Gen Z consumers are more health-focused than other generations. As an example, they are under-indexing in alcohol consumption and over-indexing in meat alternatives.
“This is exactly why we tapped New York-based chef Will Horowitz, who has developed a series of interesting meatless options using fresh produce like prosciutto made from radishes, hot dogs from carrots and even a watermelon ham,” said Marilyn Freeman of Farmers Communications Exchange, which serves as the marketing and public relations firm for the cantaloupe advisory board.
The California Cantaloupe Advisory Board dubbed the smoked cantaloupe burger The Possible Burger and posted the recipe on its website. The organization said it plans to promote the recipe on social media this summer.
“We designed the cantaloupe burger so that consumers can look at this fruit in a completely new, reimagined way,” Horowitz said. “In this concept, we wanted cantaloupe to really be the star of the plate. And people love burgers.
“The cantaloupe burger came about simply because of how much moisture was in the melon and how delicious they are from the start,” Horowitz continued. “We started by taking slightly underripe cantaloupe, curing it and smoking it so that when you bit into it, it wasn’t too sweet. I wouldn’t say it’s a replica of a burger. It’s really its own beautiful thing.”
Horowitz, the creator of the cantaloupe burger, is an acclaimed New York-based chef, food writer and culinary consultant. He is the former owner of New York City restaurants Ducks Eatery and Harry & Ida’s Meat and Supply Co., and he is the inventor of multiple international food products and viral social media sensations. He specializes in integrating heritage food techniques and ingredients into modern renewable practices.
“We heard about Will and his watermelon ‘ham’ that went viral back in 2018 before his restaurants closed during the pandemic,” Patricio said. “But when we learned he had developed a cantaloupe burger, we were intrigued. After speaking with him about how and why he creates these products, we knew he would be a great fit with cantaloupe farmers and the produce industry in general. We hope consumers will suspend their previous beliefs about cantaloupe and give this a try. Why not?”
