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Tag: National Watermelon Promotion Board

  • Watermelon Board Announces Winners of Retail Merchandising Contest

    The National Watermelon Promotion Board (NWPB) is proud to announce the winners of its 17th Annual Watermelon Retail Merchandising Contest, recognizing outstanding retailers who delivered creative, vibrant, and effective watermelon promotions across stores and digital platforms.

    Each year, the contest celebrates retailers who use imaginative merchandising and marketing to boost watermelon sales and inspire consumers to enjoy the watermelon’s many health, value, and versatility benefits. This year’s participants truly raised the bar, with eye-catching displays, excellent cross-merchandising, and fun social media tie-ins that brought watermelon to life in fresh and exciting ways.

    This year’s winners included:

    • Grand Prize: Heritage Co-op – Brandon, Manitoba
    • Second Place: Common Market – Frederick, MD
    • Third Place (tied): KJ’s Market – Hephzibah, GA; Borderland Co-op – Moosomin, Saskatchewan
    • Honorable Mentions: Grocery Outlet – Shelbyville, TN; Tops Friendly Markets – Dunkirk, NY; Little Wagon Produce – Greenwood, DE; Freson Bros – Fort Saskatchewan, Alberta

    “Retailers really stepped up their creativity this year,” said Juliemar Rosado, Director of Retail and International Marketing of the National Watermelon Promotion Board. “From dynamic in-store displays to new and different ways to engage with the customer, we saw fresh approaches that showcased watermelon’s many benefits while making it easy and fun for shoppers to enjoy.”

    “The Produce Team at Federated Co-operatives Ltd. is so thrilled our Member Co-ops across the Co-operative Retailing System continue to show such excitement in the National Watermelon Promotion Board merchandising contest each year,” said Joshua Hubert, Senior Manager, Produce Operations for Federated Co-operatives Limited. “We continue to see exciting and award-winning displays that highlight everyone’s summer favorite of watermelon, and delight our guests. A big congratulations to Tyler and his team in Heritage Co-op, and Kim and her team at Borderland Co-op. We look forward to participating again next year!”

    More than $10,000 in cash and prizes will be awarded to winners, including $5,000 for Heritage Co-op as the grand prize winner. The second place winner will receive $2,500, each third place winner will receive $1,000 and each of the four honorable mentions will receive $500.

    About the National Watermelon Promotion Board

    The National Watermelon Promotion Board (NWPB), based in Winter Springs, Florida, was established in 1989 as an agricultural promotion group to promote watermelon in the United States and in various markets abroad. Funded through a self-mandated industry assessment paid by nearly 700 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.

    A serving of nutrient-dense watermelon provides an excellent source of Vitamin C (25% DV), a source of Vitamin B6 (8% DV), and a delicious way to stay hydrated (92% water), with only 80 calories per 2-cup serving. Watermelon consumption per capita in the United States was roughly 15.6 pounds in 2024. Watermelon consumption in the United States was nearly 5.3 billion pounds in 2024. Additionally, the United States exported 400 million pounds of watermelon. For additional information, visit www.watermelon.org.

  • National Watermelon Board Distributes Watermelon to 50th Anniversary Marine Corps Marathon Runners

    Few things taste better after 26.2 miles than ice-cold watermelon. That’s why the National Watermelon Promotion Board (NWPB) is proud to be back at the Marine Corps Marathon (MCM) Finish Festival, giving away 10 pallets of fresh watermelon to thousands of runners from all 50 states and internationally. This year’s race is especially meaningful as the Marine Corps Marathon celebrates its 50th anniversary, and once again, it’s a sold-out event.

    For 12 years, NWPB has supported the “People’s Marathon,” creating a finish-line tradition that runners have come to look forward to almost as much as the medal. Team Watermelon, which is made up of NWPB staff along with national and state watermelon queens and coordinators, has welcomed finishers with bright red slices that have become a signature of the Finish Festival. Runners eagerly line up for this refreshing bite that’s equal parts recovery fuel, hydration, and reward. Beyond the health benefits, watermelon delivers a moment of simple joy after months of training and hours of determination on the course.

    “This marathon is about perseverance, pride, and community, and watermelon fits right into that spirit,” said Stephanie Barlow, Senior Director of Communications at NWPB. Barlow, who has spearheaded the Board’s participation from the get-go, also adds that “Watermelon is hydrating, naturally sweet, and a reminder to celebrate the accomplishment. We love being part of that moment when runners can finally relax and enjoy.”

    This year, Syngenta Vegetable Seeds, a company dedicated to developing and providing high-quality seeds for many of the vegetables people enjoy every day, is joining in the effort with a sponsorship to help NWPB share watermelon with the running community. Their support underscores a shared commitment to everyday nutrition and wellness.

    Rebecca Wente, Syngenta’s Watermelon Product Specialist and avid runner, will be participating in the MCM Virtual 10k. She said, “Whether I’m crossing a finish line or spending a long day in the field, nothing beats a juicy slice of watermelon. That’s why we’re so proud to sponsor the National Watermelon Promotion Board in support of this marathon. This event celebrates dedication and perseverance, which are values we see every day in both runners and the farmers who grow the food that fuels them.”

    About National Watermelon Promotion Board

    The National Watermelon Promotion Board (NWPB), based in Winter Springs, Florida, was established in 1989 as an agricultural promotion group to promote watermelon in the United States and in various markets abroad. Funded through a self-mandated industry assessment paid by nearly 700 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.

    A serving of nutrient-dense watermelon provides an excellent source of Vitamin C (25% DV), a source of Vitamin B6 (8% DV), and a delicious way to stay hydrated (92% water), with only 80 calories per 2-cup serving. Watermelon consumption per capita in the United States was roughly 15.6 pounds in 2024. Watermelon consumption in the United States was nearly 5.3 billion pounds in 2024. Additionally, the United States exported 400 million pounds of watermelon. For additional information, visit www.watermelon.org.

    About Syngenta

    Syngenta is a global leader in agricultural innovation with a presence in more than 100 countries. Syngenta is focused on developing technologies and farming practices that empower farmers, so they can make the transformation required to feed the world’s population while preserving our planet. Its bold scientific discoveries deliver better benefits for farmers and society on a bigger scale than ever before. Guided by its Sustainability Priorities, Syngenta is developing new technologies and solutions that support farmers to grow healthier plants in healthier soil with a higher yield. Syngenta Crop Protection is headquartered in Basel, Switzerland; Syngenta Seeds is headquartered in the United States. Read our stories and follow us on LinkedIn, Instagram & X.

  • New Study Reveals Key Strategies for Merchandising Watermelon

    The National Watermelon and Promotion Board (NWPB) announced the release of its latest consumer research and Marketing Guide designed to arm retailers and producers with information to make fact-based strategic decisions and build awareness of the opportunities within the watermelon category.

    The new consumer study, “Watermelon Attitudes and Usage Research,” delves into watermelon consumers’ ever evolving attitudes, usage, and awareness. Building upon learnings from previous studies, the research focuses on better understanding the watermelon buyer and uncovers opportunities to help build consumer demand. The study examines the demographic segments of watermelon shoppers and reveals the key characteristics and drivers behind their purchasing decisions and consumption patterns.

    Key Highlights from the study include:

    • Watermelon Purchase and Usage Dynamics- Important purchase drivers that influence the decision to buy watermelon and how consumers use it.

    o Watermelon is a planned purchase for most buyers. However, craving is the top reason for buying watermelon, whether the decision was made before or during the shopping trip.

    • Perceptions of Watermelon- Consumers’ attitudes about watermelon, its impact on their well- being, value, and nutritional knowledge.

    o The study showed watermelon makes people feel happy, boosts their mood, and evokes feelings of nostalgia and comfort.

    • Key takeaways of the watermelon buyer’s demographic profiles, including their characteristics and personality traits.

    o Generally, watermelon consumers have a positive outlook, value family, and enjoy being creative in the kitchen.

    In addition to the complete research study, the NWPB has also released an inclusive Marketing Guide designed to assist retailers and industry shareholders in effectively reaching and engaging with watermelon core consumers. The guide provides a concise description and demographic profile of watermelon consumers as well as actionable strategies tailored to capitalize on the findings of the study, such as engaging, educating, and stimulating consumers’ craving for watermelon. This marketing tool is a guide for successfully promoting and selling watermelon in today’s competitive market.

    “We are excited to share the results of our latest consumer research and its affiliated Marketing Guide with our industry partners,” said Megan McKenna, senior director of marketing and foodservice for the NWPB. “Understanding consumer preferences is crucial for success in the produce industry in today’s rapidly evolving landscape. We believe these resources will provide invaluable insights and opportunities to help retailers and producers thrive in the marketplace,” said Mark Arney, NWPB executive director.

    The NWPB invites all industry professionals, retailers, and stakeholders to explore the wealth of knowledge and actionable recommendations in the consumer study and Marketing Guide. For more information on accessing these invaluable resources or about the NWPB’s initiatives, please visit https://www.watermelon.org/audiences/industry/research/consumer-research/.

    About the National Watermelon Promotion Board

    The National Watermelon Promotion Board (NWPB), based in Winter Springs, Florida, was established in 1989 as an agricultural promotion group to promote watermelon in the United States and in various markets abroad. Funded through a self-mandated industry assessment paid by more than 700 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.

    A serving of nutrient-dense watermelon provides an excellent source of Vitamin C (25% DV), a source of Vitamin B6 (8% DV), and a delicious way to stay hydrated (92% water), with only 80 calories per 2-cup serving. Watermelon consumption per capita in the United States was nearly 16.9 pounds in 2023. Watermelon consumption in the United States was nearly 5.6 billion pounds in 2023. The United States exported an additional 377 million pounds of watermelon. For additional information, visit www.watermelon.org.

  • Watermelon Board Announces Winners of Retail Merchandising Contest

    The National Watermelon Promotion Board (NWPB), has named winners in its annual Retail Merchandising Contest which garnered over 115 entries from various retail chains, independent retailers and commissaries throughout the U.S. and Canada. This year’s contest – the 15th since its’ inception – continued to utilize mixed media marketing efforts in addition to in-store displays. The contest started in July to honor National Watermelon Month and ran throughout the month of August to encourage and identify retailers who are showcasing watermelon’s benefits including health, value and versatility.

    Marketing efforts considered in judging included category visibility, point-of-sale materials, good visual merchandising, messaging nutritional benefits, recipes and/or selection education and use of print, online and/or digital platforms. This year’s winners used mixed marketing tactics ranging from eye-catching in-store displays and take-home materials for store customers to social posts that shared watermelon nutrition, fun facts and recipe ideas.

    This year’s winners included:

    Grand Prize: Heritage Co-Op – Brandon, Manitoba, Canada

    Second Place: Greer’s Hurley Market – Hurley, MS

    Third Place: KJ’s Market – Hephziba, GA

    Grand Prize-winning display – Heritage Co-Op – Brandon, Manitoba, Canada

    Honorable Mentions: Gelson’s Market #23 – La Canada, CA; Port Hueneme Commissary – Port Hueneme, CA; United Grocery Outlet– Shelbyville, TN

    “This year’s entries were all incredibly creative, showcasing watermelon’s health and versatility through point-of-sale materials,” said Juliemar Rosado, Director of Retail and International Marketing at NWPB. “The winners this year emphasized consumer education, highlighting selection and recipes. In addition, whole and fresh cut watermelons were merchandised to reach more consumer archetypes.”

    “Members of the Co-operative Retailing System have participated in the NWPB contest for many years, and we are excited that Heritage Co-op in Brandon Manitoba is a recipient of the Grand Prize this year,” said Joshua Hubert, Produce Retail Operations Manager at Federated Co-operatives Limited. “Each year, FCL and its Member Co-ops highlight watermelon through flyer and in-store features, and we encourage participation in the NWPB contest each year. We recognize that exciting and engaging displays continue to delight guests and drive in store experience. The NWPB display contest is an excellent opportunity for CRS Members to highlight their merchandising skills and highlight our focus on seasonal produce favorites. We are so proud of the Heritage Co-op team and their display, a big congratulations to them!”

    More than $10,000 in cash and prizes will be awarded to winners, including $5,000 for Heritage Co-Op as the grand prize winner. As second place winner, Greer’s Hurley Market will receive $2,500; KJ’s Market as third place will receive $1,000 and each of the three honorable mentions listed above will receive $500.

    Second Place Winner – Greer’s Hurley Market – Hurley, MS
    Third Place winner – KJ’s Market – Hephziba, GA
    Honorable Mention – Port Hueneme Commissary – Port Hueneme, CA

    About National Watermelon Promotion Board

    The National Watermelon Promotion Board (NWPB), based in Winter Springs, Florida, was established in 1989 as an agricultural promotion group to promote watermelon in the United States and in various markets abroad. Funded through a self-mandated industry assessment paid by more than 700 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.

    A serving of nutrient-dense watermelon provides an excellent source of Vitamin C (25% DV), a source of Vitamin B6 (8% DV), and a delicious way to stay hydrated (92% water), with only 80 calories per 2-cup serving. Watermelon consumption per capita in the United States was nearly 15.5 pounds in 2022. Watermelon consumption in the United States was nearly 5.2 billion pounds in 2022. The United States exported an additional 328 million pounds of watermelon. For additional information, visit www.watermelon.org.