Watermelon Board boosts efforts to increase consumer demand
The National Watermelon Promotion Board, Winter Springs, Fla., is realigning resources to adapt to new market realities.
The board is adjusting marketing and promotions to better position watermelon as the go-to for health and happiness, while making the most out of shoppers’ dwindling dollars in the pandemic and economic crisis, according to a news release.
Watermelon is a great value for families’ stretched budgets, at an average of 17 cents per serving, Jesse Wiggins of Wiggins Farms, Linn, Texas, said in the release, citing IRI/Freshlook sales data.
“While every audience is impacted, NWPB is working hard to continue to educate about those important health benefits, the terrific value for families of buying a whole watermelon, and how to use that one watermelon in various ways,” Wiggins, the board’s president, said in the release.
Adjusted activities include:
- Partner promotions on Instagram Live with #WatermelonWednesday home workout and watermelon beverage recipes;
- “Kid-Friendly Creativity in the Kitchen,” a national paid feature syndication;
- Foodservice refocus to support takeout and delivery opportunities; and
- Preparing the board’s retail and international account management teams for increased requests for help.
Related news:
Watermelon group forms new mission statement, works on grades
Arney announces launch of revamped website of watermelon board
Watermelon rejoins Produce Market Guides’ top 20
