National Watermelon Promotion Board

Key shopper behaviors speed growth of watermelon category, study shows

Fri, 22 Nov 2024 13:26:16 GMT

The U.S. watermelon category has experienced strong growth over the last year, with households across the country making an estimated $2.7 billion in fresh watermelon purchases.

According to a recent shopper segmentation study conducted by the National Watermelon Promotion Board, an increase in annual watermelon purchases was driven by higher household penetration and spending within key shopper segments.

The shopper segmentation study, which examined shopper behaviors and purchase trends based on consumer panel data, shows that over 3 million new U.S. households purchased watermelon in 2024, boosting U.S. household penetration to 72%, according to a news release.

On average, shoppers made five watermelon purchase trips during the year, spending $5.83 per trip for an estimated annual household spend of $28.94, the release said. Based on their annual spending, watermelon buyers were divided into three segments: Light, Medium and Heavy.

The Heavy segment represented 25% of watermelon households and accounted for 63% of total category purchase dollars in 2024. This segment contributed $97 million of the incremental purchases, highlighting the buyers’ role as the primary drivers of category growth.

The study identified several actionable opportunities for continued category growth:

Increase shopping frequency — Encouraging households to make one additional watermelon purchase trip per year could bring over $550 million into the watermelon category.
Expand household penetration — A 1% increase in household penetration, from 72% to 73%, could generate an additional $38 million in incremental sales.
Target Heavy shoppers — Developing marketing strategies focused on engaging with the Heavy watermelon shopper segment could further boost spending and repeat purchases.

The findings from the shopper segmentation study provide a strategic roadmap for driving continued growth in the watermelon category, the release said. By leveraging these insights and targeting the heavy shopper segments, the industry can unlock opportunities for sustained category growth, according to the release.

The findings, combined with earlier consumer research, offer a comprehensive understanding of watermelon buyer demographics, characteristics and purchasing behaviors, said the National Watermelon Promotion Board. This enables retailers and producers to effectively target key consumer groups and maximize sales opportunities, the release said.

Related link: Access the full study from the National Watermelon Promotion Board

Pandemic doesn’t rain on watermelon board’s picnic

Fri, 23 Sep 2022 21:17:18 GMT

The National Watermelon Promotion Board is adapting to a new, digital climate for its education program for children because of the pandemic.

“Unlike years past when summer months meant in-person events, the socially-distanced approach adjusts marketing and promotional efforts to continue to position watermelon as the go-to choice for kids and families,” according to a news release.

For more than eight years, NWPB has partnered with Jump with Jill, who uses live music events to promote nutrition. This year they are again teaming up to bring children the “Jump with Jill Digital Tour,” the digital version of the program. It will feature unplugged songs, dances, workouts, activities and tutorials.

“Jump with Jill is our longtime partner for kids content and in-school outreach, and their primary delivery mechanism was through a powerful live musical show,” Stephanie Barlow, senior director of communications, said in the release.

The free resources and tools will be timely and useful as the watermelon growing season hits its peak.

“Parents are craving content that can hold their kids’ attention while they work from home, and teachers need summer study materials they can use to prevent the summer slide,” according to the release.

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Stop & Shop stores add Lēf Farms greens

Tue, 15 Nov 2022 07:36:08 GMT

Lēf Farms, Loudon, N.H., has added more than 200 Stop & Shop stores to the list of retailers that sell its leafy greens.

The products are stocked on store shelves within 24 hours of harvest, according to a news release.

The company has been supporting food banks during the COVID-19 pandemic, raising $1.3 million for hunger relief, according to the release, along with $250,000 worth of fresh baby greens to front-line health care workers in hospitals in New York, Connecticut and Massachusetts, according to the news release.

“As a local family-run New England area business, this strong sense of community is something we hold near and dear to our hearts, and we’re glad Stop & Shop carries that same passion.

Lēf Farms products at Stop & Shop include zesty Spice mix, Fusion greens, Smooth blend and Crisp, a leaf lettuce with a crunchy bite.

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NWA convention draws record crowd, crowns Texan as Watermelon Queen

Tue, 15 Nov 2022 07:39:09 GMT

ORLANDO, Fla. — The 106th annual National Watermelon Association convention featured record attendance, fundraising for charitable causes and the crowning of Paige Huntington of Texas as the 2020 National Watermelon Queen.

The Feb. 19-23 event at Disney’s Yacht Club Resort, drew a record crowd of more than 600, said Bob Morrissey, executive director of the National Watermelon Association.

“It has been absolutely incredible, and it really overwhelms us and delights us that this many people would turn out,” he said.

Morrissey said grower membership of the group is climbing in the second year of a national membership program.

The association is turning its focus on revising U.S. Department of Agriculture grade standards from watermelon and is creating a global watermelon research database that will be housed on the group’s website.

Beside raising over $350,000 for the association, the annual auction at the convention raised money for charities, including $100,000 for Warriors for Freedom, a group dedicated to help military veterans. The group also donated $45,0000 to the Moffitt Cancer Center in Tampa, Fla.

Queen competition

The National Watermelon Queen was crowned Feb. 22.

Huntington, the 2019 Texas Watermelon Queen and graduate student at the University of Texas Health Science Center in Tyler, was named the 2020 National Queen. Huntington, the daughter of a second-generation farmer and rancher in northeast Texas, said she enjoyed being an ambassador for Texas watermelon growers in 2019.

“This past year, I’ve seen 80-year-olds become 16 again, I’ve seen pure joy and compassion in the hearts of many,” she said. “And I’ve seen the biggest smiles on people’s faces as they recalled watermelon memories from their childhood.”

She succeeds 2019 National Watermelon Queen Katie Honeycutt of North Carolina and will spend the next year on the National Watermelon Queen Tour , part of the promotion efforts by the association and also supported by the National Watermelon Promotion Board.

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Watermelon board offers retail merchandising contest

Tue, 15 Nov 2022 07:37:09 GMT

The National Watermelon Promotion Board is inviting retailers and commissaries to enter its Watermelon Retail Merchandising Contest.

The 12th annual contest will focus on displays and mixed marketing tactics, running from July to August.

“Total marketing efforts are more important as consumer habits change and the retail space changes with it,” Juliemar Rosado, director of retail and international marketing for the watermelon board, said in a news release.

The contest will help the watermelon board identify retailers who promote the health, value and versatility of watermelon.

“It is always our goal to not only be a resource but a partner, and with that comes looking at overall promotional efforts at retail during the customer’s path-to-purchase as well as inside the store,” Rosado said in the release.

Any type of watermelon can be included in the merchandising contest.

Judging will be based on category visibility, point-of-sale materials, visual merchandising, nutritional benefit messaging, recipes and/or selection education and use of print, online and/or digital platforms. First, second and third place winners receive $5,000, $2,500 and $1,000 respectively.

For more information, official contest rules and entry form, visit http://watermelon.org/Retailers/Retail-Contest .

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Watermelon board recipe-carving contest rewards creativity

Tue, 15 Nov 2022 07:36:55 GMT

The National Watermelon Promotion Board, Winter Springs, Fla., is asking consumers to put their unique spin on the association’s recipes and carvings.

The board’s annual contest usually asks for new watermelon recipes and carvings.

“Not only will this contest be more approachable to consumers who may have been intimidated to create a recipe, but they will have all summer long to experiment with the recipes and carvings from the Watermelon.org website and show us how they add their own unique flair,” Stephanie Barlow, senior director of communications, said in a news release. “Additionally, this time period, more than any other, is all about finding new stay-at-home activities for consumers and continuing to source the best products in health, value and versatility.”

Consumers are invited to choose a recipe from the newly launched website, swap up to five ingredients, change the way the dish is served or add ingredients. They can post pictures of their carvings and dishes on their Instagram profile using #WatermelonRecipeContest or at watermelon.org, according to the release.

Prizes will be awarded for food, beverage and carving categories; all winners receive a prize package. Also, first-place winners receive $250, second place earns $100 and third-place winners receive $50.

The contest last through Aug. 21.

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Watermelon board rolls out supplier database

Watermelon board rolls out supplier database

Tue, 15 Nov 2022 07:37:52 GMT

The National Watermelon Promotion Board is rolling out a database to connect growers and distributors with buyers.

The NWPB Watermelon Supplier Database will connect retail and foodservice buyers as the summer season kicks off, according to a news release.

As the board’s staff members promote the crop to retailer and foodservice operators, through in-person meeting and digital contacts, they are encouraging buyers to use the database. Information includes which segment the company represents (grower/packer/shipper/importer/wholesaler/etc.) volume produced/handled, types of watermelons and company contact information.

The NWPB is asking industry members to help populate the database by visiting watermelon.org/supplierdatabas e.

Contact supplierdatabase@watermelon.org for answers to questions.

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Watermelon board hosts virtual classes for media and influencers

Fri, 23 Sep 2022 18:06:32 GMT

The National Watermelon Promotion Board , Winter Springs, Fla., has replaced a planned event in New York City with three virtual events promoting watermelon to food media and influencers.

The board spent weeks meeting with media contacts from publications when much of the country was under shelter in place orders because the COVID-19 pandemic, according to a news release. The goal for the board, according to the release, was to create a virtual free event to create content and excitement about watermelon and extend the appeal of the fruit year-round.

“We confirmed attendees across the country, rather than have to only host those based in the New York City area,” Stephanie Barlow, senior director of communications for the board, said in the release. “We sent out custom curated watermelon boxes with a mix of items related to each class and related to our brand,” she said, noting that the items included a logoed chef’s apron and a new kitchen knife, a cocktail shaker and more.

“The boxes generated excitement and enthusiasm for the classes, and each one was well attended... with the cameras turned on!” Barlow said in the release.

The board met with 60 food editors, writers and dietitians, according to the release.

“To date, we have nearly 40 social media posts and 15 articles covering these events, which wasn’t even one of the main strategies but it is additional earned content on their personal influencer networks,” Barlow said in the release. “We look forward to building long lasting partnerships with writers and their publications in the coming year.”

For more information, including recipes, nutrition information and usage ideas, visit Watermelon.org.

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Healthy Family Project becomes Produce for Kids consumer brand

Tue, 15 Nov 2022 07:35:44 GMT

Produce for Kids is changing its consumer brand to Healthy Family Project, which will also serve as the umbrella organization for Food Rx, Power Your Lunchbox and Mission for Nutrition.

The Produce for Kids brand will continue to align retail produce departments with produce companies on in-store campaigns, according to a news release.

“We are excited to expand into the healthy lifestyle space in a way that will allow us to extend our effectiveness for current and new produce partners,” John Shuman, founder of Produce for Kids and president of Shuman Farms, said in the release. “We will remain rooted in helping our retail partners and sponsors connect with their shoppers while making a difference.”

A video describing the transition is on YouTube.

The Healthy Family Project will be featured at the Produce Marketing Association’s virtual Fresh Summit, Oct. 13-15. A Food Rx demo is scheduled at the Healthy Family Project’s Fresh Summit Marketplace page, featuring the National Watermelon Promotion Board.

“Although Fresh Summit looks different this year, we believe it was the right space to announce our expansion,” Shuman said in the release. “I had a goal 20 years ago to bring the produce industry together to give back and now as we pass $7 million raised, I realize there’s no limit to the impact we can make as an organization in the healthy living space.”

Growth in all areas of the Produce for Kids business over the past two years, including retailers, brand partners and social media, led to the expansion. Website traffic is up 29% this year, Instagram engagement rose 32% last year and Pinterest draws an average of 3.2 million each month.

The Produce for Kids website changed to HealthyFamilyProject.com over the summer and has been redesigned. Updates include a searchable recipe index, and a blog and podcast are featured throughout the site, along with a produce tips section.

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USDA seeks nominees for the National Watermelon Board

Fri, 13 Nov 2020 06:22:18 GMT

The U.S. Department of Agriculture is seeking nominations of qualified watermelon producers and handlers for four seats on the National Watermelon Promotion Board.

Agriculture Secretary Sonny Perdue will appoint individuals to serve terms of office that will begin Jan.1, 2021, and end Dec. 31, 2023, according to a news release.

Nominees are needed to fill two producer seats and two handler seats for District 1, which is the state of Florida.

Nomination forms can be obtained by contacting the National Watermelon Promotion Board’s Rebekah Dossett, director of operations and industry affairs or Andrea Smith, industry affairs manager, at (407) 657-0261.

The National Watermelon Promotion Board is made up of 41 industry members including 14 producers, 14 handlers, 12 importers and one public member.

More information on the board is available on the USDA website .

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Megan McKenna promoted at National Watermelon Promotion Board

Fri, 13 Nov 2020 06:06:32 GMT

The National Watermelon Promotion Board has promoted Megan McKenna from director of foodservice to senior director of marketing and foodservice.

McKenna, who joined the watermelon promotion group in late 2014, will oversee foodservice activities, and will be the primary point of contact for consumer, retail, foodservice, nutrition and sustainability research.

When she joined the NWPB, she was assigned the task of building its new foodservice department, according to a news release. Since it was established, watermelon on menus has grown by 54%, according to the release. McKenna has been integral in strategic planning and direction for the group and is responsible for developing its culinary curriculum, which is accredited by the American Culinary Federation.

“Megan has accomplished so much for the NWPB since we hired her,” Mark Arney, executive director at NWPB, said in the release. “Thanks to her, watermelon is being promoted in the foodservice sector showing significant gains year over year since her arrival.”

Before joining the watermelon group, McKenna was with the National Mango Board for about 7 ½ years as marketing manager and director of marketing.She is a member of the International Foodservice Editorial Council, which is dedicated to connecting communications professionals and foodservice media, according to the release.

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Watermelon board launches redesigned website

Tue, 15 Nov 2022 07:38:45 GMT

The National Watermelon Promotion Board has launched an updated website, watermelon.org , featuring more content that promotes return visits for consumers looking for recipes, nutrition information and more.

Although the site is consumer-focused, the content is helpful for retailers and foodservice operators as well, according to a news release.

It’s the website’s first redesign since 2015 and includes:

Customizable pages;
Animations;
Recipe and carving information that are coded for searches;
Enhanced SEO and organic search perspective to drive site traffic;
Navigation that promotes quicker and more digestible engagement.

“Generally speaking, we uplifted the design aesthetic to be much more vivid and to align more with people’s lifestyles and behaviors,” Stephanie Barlow, senior director of communications for the watermelon board, said in the release. “We bridged many diverse audience groups and defined smart sections that tailor messaging and content to exactly their specific wants and needs, reducing the friction. Although consumer-focused, the website speaks to retailers, foodservice and more.”

According to consumer research, shoppers are unsure what to do with the whole melon, and the new site provides valued at-home resources according to the release.

“Now, more than ever, consumers value at-home resources,” said Barlow. “Our recipes and carvings pages have historically made up about 50% of the site traffic, and now we have easier access to those resources stretching the value of the watermelon as more than a sweet treat, but a healthy choice that offers diverse options to use that whole watermelon.”

The site had a soft launch in February.

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National Watermelon Promotion Board creates dietitian toolkit

National Watermelon Promotion Board creates dietitian toolkit

Fri, 13 Nov 2020 06:05:29 GMT

The National Watermelon Promotion Board created a new watermelon toolkit for registered dietitians with nutritional information, recipes and preparation tips.

The board’s Wide World of Watermelon Registered Dietitian Toolkit offers resources tailored for specific registered dietitian practice areas, including media and communications, school nutrition, retail and supermarket, sports dietetics, private practice, and foodservice, according to a news release.

“Dietitians are trained in nutrition science and fundamentally know that watermelon is a healthy choice. The toolkit goes beyond nutrition to package information and ideas that practicing RDs can implement in a variety of settings,” Stephanie Barlow, the board’s senior director of communications, said in the release.

The digital resource, available at Watermelon.org/Nutrition, also provides links to recipes, articles, cutting and yield infographics, MyPlate guidelines and other educational tools.

“As a nutrition professional focused on sports training, watermelon is a great fit to support active individuals in exercise and body repair. With the toolkit from (the board), key messages and resources about watermelon as a source of potassium and L-citrulline, for example, are at my fingertips,” Chrissy Carroll, registered dietitian and triathlon coach, said in the release.

The new toolkit was launched at the Today’s Dietitian Symposium and is being promoted to a variety of dietetic practice groups.

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USDA seeks nominees for National Watermelon Promotion Board

Fri, 13 Nov 2020 06:27:02 GMT

The U.S. Department of Agriculture is seeking nominations of qualified watermelon importers for four seats on the National Watermelon Promotion Board .

The seats will succeed members whose terms expire Dec. 31 this year, according to a news release.

U.S. Secretary of Agriculture Sonny Perdue will select individuals from the nominations submitted to serve terms of office that will begin Jan.1, 2021, and end Dec. 31, 2023, according to the release.

The release said the board will conduct a nomination teleconference March 9, 2020, at 1 p.m. ET.

Nominations can be obtained from Rebekah Dossett, the board’s director of operations and industry affairs at (407) 657-0261.

According to the release, the board is made up of 41 industry members including 14 producers, 14 handlers, 12 importers and one public member.

More information on the board is available from the USDA at Stacy.JonesKing@ams.usda.gov.

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Arney announces launch of revamped website of watermelon board

Fri, 13 Nov 2020 06:27:02 GMT

Orlando, Fla. — Just 45 minutes from the offices of the National Watermelon Promotion Board in Winter Spring, Fla., Mark Arney reminded National Watermelon Association members that both groups have benefited from many of the same leaders.

“Not far from here was the first meeting of the promotion board near the Orlando airport in 1990,” said Arney, executive director of the board, at the watermelon association’s annual convention.

Arney said association leaders were central to the establishment of the promotion board and continue to play a role today.

Arney joked that the 1990 establishment of the promotion board was the top event that year, followed perhaps by the creation of the world wide web.

With the reference to the Internet, Arney unveiled a retooled National Watermelon Promotion Board website, at www.watermelon.org . The revamped site has been under development for about two years, he said, and required U.S. Department of Agriculture approval of messaging because it oversees marketing and promotion orders.

The official website, with consumer and B2B content, launches April 1, Arney said.

“The website will continue to be the hub for all things watermelon, especially for consumers,” Arney said.
The footer on all pages has links to watermelon board social media pages and the watermelon MyPlate.gov web page.

The website also highlights grower stories and how the melons move from field to table.

Consumers love ideas on how to use watermelon, Arney said.

“Recipes continue to be one of the main drivers to the website, and approximately 30% of all visitors are looking at recipes,” Arney said.

The website will eventually feature about 270 selected recipes.

“(Recipes) are kind of the star and we’re going to have a contest this year to drive more visitors to the website, comments and engagements for 2020,” he said.

Nutrition is the main talking point for all audiences, especially consumers, and the board will feature nutrition messages as part of the site revamp. It also features a dietitian toolkit, launched last year for foodservice professionals.

The website provides an abundance of resources for retailers and foodservice professionals, including information on storage, selection and year-round availability.

“Promotion tips provide the best practices and help retailers build better displays to sell more,” he said.
For foodservice, the website strives to educate and inspire foodservice professionals to motivate them to use more watermelon, Arney said, including ideas on flavor pairing, carving techniques, and more.

A new feature for the website will be an opt-in supplier database, and Arney encouraged attendees to input their information.

The website will also include a new report with retail scan data and other sales tracking data.

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Learn how to properly butcher a watermelon

Tue, 15 Nov 2022 07:41:10 GMT

The National Watermelon Promotion Board is working with food media and editors with a simple message to consumers: watermelon is convenient and portable.

The board’s mission is to create new occasions for watermelon consumption, with recipes for breakfast, lunch, snacks and beverages. Board staff members and chef Dave Woolley recently met with recipe creators and editors representing 11 Time Inc. brands, including Southern Living, Cooking Light and Real Simple.

During the visit to the Birmingham, Ala., food studio’s test kitchen, the watermelon board featured a “butchery demo,” according to a news release, resulting in wedges, sticks and diced watermelon, as well as juice and edible rind.

“Snacking and on-the-go eating occasions are on the rise with consumers’ busy lifestyles,” Stephanie Barlow, watermelon board senior director of communications, said in the release. “We showed food editors how one watermelon offers various cuts and can create multiple simple and portable recipes.

“We can’t wait to see how the demonstration and menu samples inspire future editorial content recipes.”

Watermelon Board elects first female president

Wed, 10 Mar 2021 20:32:49 GMT

The Winter Springs, Fla.-based National Watermelon Promotion Board elected board member Jordan Carter of Cordele, Ga., as president at its virtual meeting March 6 — the first woman to hold this position.

Carter had been serving as secretary-treasurer, as well as interim president, since January, according to a news release.

“I am overjoyed and beyond honored to serve as president and want to make my time in service meaningful,” Carter said in the release. “Together, we can bring fresh insights and energy to carry out our shared goals of increasing demand for watermelon.”

At the meeting, Christian Murillo of Nogales, Ariz., was elected vice president, and Kelly Partch of Brawley, Calif., was elected secretary-treasurer.

For more information, visit the industry section of watermelon.org or contact Summer Walker, marketing and communications manager, at swalker@watermelon.org.

Megan McKenna receives Foodservice Editorial Council’s Top Award

Thu, 11 Nov 2021 23:48:14 GMT

The International Foodservice Editorial Council (IFEC) is proud to announce Megan McKenna, Senior Director of Marketing & Foodservice, National Watermelon Promotion Board, as the recipient of the 2021 Betty Bastion Outstanding Service Award.

The council’s highest honor, informally called the “Betty,” is presented annually to an IFEC member who has made significant contributions to the well-being of IFEC and the field of foodservice communications through outstanding leadership, service and professionalism. Megan received the award during IFEC’s annual conference in Annapolis, MD in October.

An active participant in IFEC for 15 years, Megan immediately involved herself in committee work and has continued actively participating since she joined. She has served on 15 different committees, many for several years, served on the Board of Directors from 2010-2012, and is currently serving from 2020 until 2022. In addition to chairing many of the committees, she has taken on each of the Executive Committee leadership positions, serving as Vice President in 2011, as President in 2012, most recently served as Secretary in 2021 and will act as Treasurer in 2022. Notably, she is the first IFEC member to have received both of the association’s top awards since she also received the TerrIFECer award in 2013.

“Megan is a ‘lead by example’ leader who generates excitement and interest without a lot of drama. Quiet but effective, she’s a soft hand in an iron glove type of leader who brings new thinking and ideas to IFEC, as well as to her own organization,” says one of several IFEC colleagues who nominated Megan for the Betty. Another nominator detailed that Megan “brings grace, leadership and positivity to all she does – including IFEC. She is a thoughtful professional, always willing to share her insights with colleagues.”

Megan is the Senior Director of Marketing & Foodservice for the National Watermelon Promotion Board (NWPB). Megan has been with the Watermelon Board since December 2014, starting as the Director of Foodservice & Marketing when the watermelon industry added a primary focus of increasing demand of watermelon in foodservice. She works with decision-makers in foodservice such as culinary, marketing, purchasing, nutrition and more, to place more watermelon on menus. Previous to the NWPB, Megan was with the National Mango Board, starting as the Marketing Specialist in 2007, and left the organization as the Director of Marketing in 2014.

Before falling in love with the produce and foodservice industries, Megan graduated from the University of Central Florida and worked for the Historical Society of Central Florida. A born and raised Floridian, Megan lives in Winter Park, FL, with her husband, Jay, children, Sara Mae and James, and pup, Griswold.

Presentation to look at watermelon demand, promotion

Tue, 15 Feb 2022 18:12:45 GMT

The Winter Springs, Fla.-based National Watermelon Promotion Board is presenting a one-hour session on Feb. 24 on how the group is building watermelon demand through promotion.

The session is set for 11 a.m. at the Sheraton Grand Nashville Downtown as a part of the National Watermelon Association Annual Meeting & Convention, according to a news release. Industry members who cannot attend the live presentation are invited to join the virtual session at 2 p.m. EST, March 22.

Registration for the virtual event is available here .

Presentation details

During the presentation, the board’s directors and staff will outline how the group affects demand for watermelon through results-based programs, including research, communications, marketing and foodservice, according to the release.

The interactive session will highlight success stories from the last few years, according to the release. Research will feature resources available to the industry, including consumer research and scan data, among others. The release said communications will share information about the digital landscape and how it is used to reach consumers and influencers by positioning watermelon’s health, value and versatility benefits year-round.

The session will conclude, according to the release, with tools available to the industry, how to leverage those resources and examples of watermelon industry members using them in their businesses. Each program presentation will offer an opportunity for questions and answers.

For information about the event, contact Mark Arney, executive director at marney@watermelon.org or call 407-657-0261 x206.

Foodservice use of watermelons growing rapidly

Fri, 13 Nov 2020 05:53:52 GMT

Watermelon is seeing growth on restaurant menus, and more chefs and foodservice operators are turning to the National Watermelon Promotion Board for ideas.

The board recently commissioned a MenuTrends Research study, conducted by Datassential, that shows a 54% increase in menu mentions in the past four years.

The board’s Foodservice program is in its fifth year, and is seeing a record number of operators interested in promotional support, education and ideas, according to a news release. The NWPB commissions the menu research every other year to benchmark progress and identify opportunities.

Beyond menu mentions, the research showed emerging trends and opportunities for growth, including flavor pairings and unique uses. Megan McKenna, director of the NWPB’s foodservice program, plans to use the information when meeting a diversity of operators, from regional/national chains, sports venues, and education sectors, according to the release.

According to the Datassential research:

Watermelon limited-time offers were featured in 11 months, showing the fruit is not just a summer item;
National chains are expanding watermelon use faster than regional chains and independents;
Casual and fine dining restaurants feature watermelon more often, but all segments have grown; and
Watermelon is 22nd on the list of most popular fruits, but is third among greatest 4-year growth.

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Watermelon board doubles down on nutrition research

Tue, 15 Nov 2022 07:42:45 GMT

The National Watermelon Promotion Board ’s 2019 plans include investing in nutrition research and focusing on the plant-based diet trend.

Studies will look into watermelon’s potential for weight-loss and digestive health, effects on post-exercise recovery, beneficial compounds in different parts of watermelons and using juice to support cardiometabolic health, according to a news release.

“Investing in nutrition studies will give us new data to inform messages that can be shared with influencers, like dietitians and media, to encourage watermelon consumption in specific recommendations,” Stephanie Barlow, the board’s senior director of communications, said in the release.

Jesse Wiggins, president of the group’s board, said research has always been the “backbone” of NWPB promotions, but the current emphasis is to uncover and create new opportunities.

“We’re looking holistically at consumer behavior, nutrition research, retail data and menu trends to market watermelon in different niches,” Wiggins, a fourth-generation grower and millennial, said in the release.

The NWPB is participating in the Culinary Institute of America’s Global Plant-Forward Culinary Summit May 1-3 in California’s Napa Valley, which will connect board members with food distributors and restaurant operators who are on the forefront of plant-based trends.

“Plant-based plates are a culinary mega-trend we can use to position watermelon for foodservice,” Megan McKenna, NWPB foodservice director, said in the release.

Barlow said marketing watermelon in a way that “captivates and inspires modern audiences” is a goal for the group.

The NWPB’s Back to Basics consumer campaign seeks to turn watermelons into an eating experience, delivering easy applications that are big on flavor and show the fruit’s journey from field to table, according to the release.

“Today’s consumers want to know where their fruit comes from,” Wiggin said in the release. “They enjoy seeing the face of the farmer and knowing families and young people are devoted to growing watermelon.”

The board’s retail program involves merchandising representative and state/regional watermelon queens with store visits to educate consumers on flavor pairings, handling and selection tips.

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Fri, 13 Nov 2020 05:29:01 GMT

The U.S. Department of Agriculture is seeking four importers to fill seats on the National Watermelon Promotion Board .

The three-year terms start Jan. 1. A nomination teleconference is scheduled for 2 p.m. Eastern June 13, and interested individuals should call (866) 588-5525, using access code 6518808280. Nomination forms can be requested from the board’s director of operations and industry affairs, Rebekah Dossett or industry affairs manager Andrea Smith at (407) 657-0261.

With the additional four watermelon importers, the board membership would be 41, according to a news release. There are 14 growers, 14 handler/distributors, eight importers and a member of the public.

More information on the board and nomination process is available on the National Watermelon Promotion Board website and the USDA’s Agricultural Marketing Service website .

Industry members who want to vote by proxy should provide signed, dated statements, including their printed name, address, phone numbers, identity as an importer and the name of the member authorized to cast the proxy vote by noon Eastern June 13, according to the release. The information must be sent to USDA marketing specialist Stacy Jones King at Stacy.JonesKing@amsusda.gov , or by fax at (202) 205-2800, according to the news release.

Watermelon board preps for promotions

Fri, 13 Nov 2020 05:26:06 GMT

Big watermelon production and promotions are just ahead, the National Watermelon Promotion Board reports.

“Initial domestic harvest and shipping is underway in Florida and Texas,” Mark Arney, executive director and CEO of the National Watermelon Promotion Board, said in a news release. “Overall watermelon shipments are slightly below the previous five-year average for this time of the year, but that is subject to change as other areas around the country begin to ship and ramp up for what promises to be an excellent year for watermelons.”

The board’s promotions engage consumers, retailers and foodservice operators.

“It’s important that as watermelon hits the market, we reinforce our commitment to core audiences,” Stephanie Barlow, senior director of communications for the board, said in the release. “That means continued education on the health benefits and ways to use watermelon and helping partners market during peak season.”

Targeted campaigns

Most watermelon is consumed as a snack, and the board is introducing a “Watermelon On the Go” campaign theme this summer. The campaign will premiere on www.watermelon.org and feature a series of videos with simple, snackable and portable recipe ideas, according to the release. The board is also taking on one of the biggest challenges consumers have with watermelons: handling their size.

National Watermelon Promotion Board staff will visit editors at Time Inc. Food Studios for a watermelon butchery demo to showcase the numerous ways to carve and use a whole watermelon, according to the release.

For retailers, the board is stressing merchandising the nutritional benefits of watermelon. It is working with NutriSavings, a digital nutrition wellness program that helps employers, retailers, health plans and food companies to get employees and their families to shop and eat healthier, according to the release.

The board’s retail display contest, which is marking its 10th anniversary and offers total winnings of more than $10,000, is open to all retailers and commissaries in July and August. The board is offering merchandising kits and point-of-sales materials for retailers from June 15 to August 15 at www.watermelon.org/Retailers, according to the release.

The board said foodservice use of watermelon has risen by 27% in the past four years, according to 2017 Datassential MenuTrends Research. To continue that trend, the board plans to plans to partner with more hotel/entertainment foodservice establishments.

“The campaigns and promotions we’re launching will build demand for the increased watermelon volume available to consumers and provide support to our partners in the retailer and foodservice industries,” Barlow said in the release.

USDA seeks nominations for National Watermelon Promotion Board

Wed, 08 Jan 2025 18:39:00 GMT

Nominations are being sought for eight member seats for the National Watermelon Promotion Board, according to the USDA. The terms will begin Jan. 1, 2026, and end Dec. 31, 2028.

Available are two producer and two handler seats available for Districts 4 and 5. Deadline for nominations is Feb. 26.

District 4 consists of Connecticut, Delaware, Illinois, Indiana, Kentucky, Maryland, Massachusetts, Maine, Michigan, New Hampshire, New Jersey, New York, Ohio, Pennsylvania, Rhode Island, Vermont, Virginia, West Virginia, Wisconsin and Washington, D.C.

District 5 includes Alaska, Arizona, California, Colorado, Hawaii, Idaho, Iowa, Kansas, Minnesota, Missouri, Montana, Nebraska, Nevada, New Mexico, North Dakota, Oregon, South Dakota, Utah, Washington and Wyoming.

USDA said the board will hold teleconference calls Feb. 12 for producers and handlers to select representatives for the two districts.

For more information about the calls and to obtain nomination information, contact National Watermelon Promotion Board Industry Affairs Manager Andrea Smith at asmith@watermelon.org or 407-657-0261.

The board comprises 30 industry members including 10 producers, 10 handlers, nine importers, and one public member.