California Fruit and Vegetable

Tag: NWPB

  • 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.

  • Key Shopper Behaviors Drive Growth of Watermelon Category

    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 (NWPB), an increase in annual watermelon purchases was driven by higher household penetration and spend within key shopper segments.

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

    Based on their annual spend, 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 their 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 National Watermelon Promotion Board released a new Shopper Segmentation study, identifying key watermelon shopper segments.

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

    These findings, combined with earlier consumer research, offer a comprehensive understanding of watermelon buyer demographics, characteristics, and purchasing behaviors. This enables retailers and producers to effectively target key consumer groups and maximize sales opportunities.

    Access the full study and learn how the National Watermelon Promotion Board is working to drive sales of fresh watermelon at https://www.watermelon.org/audiences/industry/research/retail-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 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.

  • National Watermelon Promotion Board Keeps Marine Corps Marathon Hydrated for 11th Year

    The National Watermelon Promotion Board (NWPB) is excited to announce its continued partnership with the Marine Corps Marathon (MCM) for the 11th consecutive year. Known as “The People’s Marathon,” the MCM is celebrated annually on the last Sunday of October and stands out as the largest marathon worldwide that does not offer prize money. Instead, it champions a spirited community experience, highlighted by the distribution of refreshing watermelon. This year, 16 pallets of fresh watermelon were enjoyed by participants and supporters from every U.S. state and numerous countries at the Finisher’s Festival, celebrating their marathon achievements.

    This year, NWPB’s involvement was further supported by BASF | Nunhems, a leading global supplier of vegetable seeds. Their collaboration with NWPB helped ensure that the marathon’s participants maintained the same experience as in year’s past, reinforcing the Board’s commitment to promoting watermelon’s health benefits and versatility.

    At the Finish Festival, the NWPB team, along with national and state watermelon queens and coordinators, joined forces to hand out fresh watermelon slices. The queens, known for their ambassadorial roles in promoting watermelon across the country, were instrumental in making the event an engaging and memorable experience for participants. The team also distributed hundreds of Tajin® packets, encouraging runners and supporters to try the delicious pairing of watermelon with the popular seasoning—a crowd favorite.

    One marathon supporter shared their enthusiasm for the tradition: “Every year, I look forward to the fresh watermelon at the finish line. It’s the perfect post-run snack—hydrating, refreshing, and just what I need after this run. It’s the only thing getting me home!”

    This long-standing partnership exemplifies the Board’s dedication to promoting watermelon not only as a delicious and hydrating fruit but also as a healthy option for people of all walks of life. Stephanie Barlow, Senior Director of Communications, spoke on the importance of the NWPB’s ongoing sponsorship of the MCM: “Watermelon’s participation in the Marine Corps Marathon is a reflection of our fruit’s universal appeal. We believe watermelon is for everyone, and events like this reinforce that it’s not only a people’s favorite, but also great for hydration and overall health. We’re proud to be part of this marathon year after year—it’s a tradition we love because of the shared sense of community.”

    For more information about the Board’s participation in Marine Corps Marathon, contact Stephanie Barlow, Senior Director of Communications at sbarlow@watermelon.org.

    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 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.

  • SoCal Retailer Wins National Watermelon Promotion Board Contest

    The National Watermelon Promotion Board (NWPB) has named the winners of its annual Retail Merchandising Contest, which drew over 140 entries from retail chains, independent retailers, and commissaries across the U.S. and Canada. Now in its 16th year, the contest encouraged retailers to spotlight watermelon’s health benefits, value, and versatility through creative displays and marketing. New this year, the contest ran from June through August, aiming to capture the excitement of early summer watermelon demand.

    Judging criteria included category visibility, point-of-sale materials, visual merchandising, messaging nutritional benefits, recipes, selection education, and the use of print, online, and digital platforms. Contestants demonstrated a wide range of tactics, from engaging in-store displays and take-home materials to social media posts sharing watermelon recipes, nutrition tips, and fun facts.

    This year’s Grand Prize winner, Gelson’s Market #23 in La Canada, CA, made a triumphant return to the winner’s circle after previously earning an Honorable Mention in last year’s contest. Gelson’s elevated their efforts this year, impressing judges with their creative displays and consumer education initiatives including in-store sampling events, social media recipe videos and selection and nutrition education, earning them the top prize.

    “This year’s entries were exceptionally innovative, showing watermelon’s health benefits and versatility through various media,” said Juliemar Rosado, Director of Retail and International Marketing at NWPB. “The winners stood out for their consumer education focus, with displays highlighting watermelon selection, recipe ideas and happiness. Whole, mini and fresh-cut watermelons were also featured to appeal to a wider range of shoppers.”

    In addition to the Grand Prize, Wegmans Food Markets in Rochester, NY took second place, and Schnuck Markets in St. Louis, MO secured third. Due to the remarkable quality of submissions this year, the NWPB awarded an additional Honorable Mention, recognizing a total of four retailers for their outstanding efforts:

    • Harps – Heber Springs, AR
    • Riverside Market #1135 – Montrose, MI
    • Tops Friendly Markets – Dunkirk, NY
    • United Grocery Outlet – Knoxville, TN

    “The team at Gelson’s #23 would like to express our gratitude for the opportunity to showcase the talent we have at Gelson’s Market,” said Thot Phommasaysy, Produce Manager at Gelson’s Market #23. “We take great pride in creating impactful displays that excite our customers. Gelson’s La Canada is proud to have won the Grand Prize this year in [NWPB’s] Retail Merchandising Contest. A special thank you goes out to Catrice Taylor, Produce Clerk for her dedication, hard work, and merchandising skills. Thank you Catrice, for helping La Canada Gelson’s become this year’s winner!”

    More than $10,000 in cash and prizes will be awarded to the winners. Gelson’s Market #23 will receive $5,000 as the Grand Prize winner, Wegmans will take home $2,500 for second place, and Schnuck Markets will receive $1,000 for third. Each of the Honorable Mention winners will be awarded $500 for their exceptional displays.

    For a complete list of winning displays, including images, visit the NWPB Retail Contest Winners page at watermelon.org. For additional information, contact Juliemar Rosado at jrosado@watermelon.org.

    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 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.

  • National Watermelon Retail Merchandising Contest Call for Entries

    The National Watermelon Promotion Board (NWPB) invites all retail chains, independent retailers and commissaries to submit entries to their 15th annual Watermelon Retail Merchandising Contest.  More than $10,000 in cash and prizes will be awarded to top entrants, including $5,000 for the grand prize for winner. The second place winner will receive $2,500, third place will receive $1,000 and three honorable mentions will each receive $500. An additional incentive of a $15 gift card will be awarded to the first 25 entries.

    Additional prizes will be awarded thanks to a continued partnership with Tajín® for the 2023 season. The first 100 entries that include watermelon and Tajín seasonings in their in-store display submissions or in their mixed merchandising tactics in social, digital, print and web marketing will each receive a $20 Amazon digital gift card.

    NWPB’s partnership with Tajín will add to the chance for incentives for stores to enter and will increase the reach of the contest while offering retailers a great cross-merchandising opportunity. Fresh watermelons and Tajín – a chili/lime seasoning — are a perfect complement, as the flavor profile of watermelons combined with the ‘zing’ of Tajín creates a new eating experience for many consumers.

    “We couldn’t be more thrilled to ‘add a little zing’ to our contest with Tajín,” said Juliemar Rosado, Director of Retail and International Marketing. “Watermelons and Tajín lend themselves to many flavors and cuisines. Cross-merchandising promotions are always a great opportunity to showcase more than one item AND the benefits of both.”

    “We have partnered with the NWPB for several years,” stated Eric Patrick, Partnership Brand Manager. “Consumers always love the experience, and we look forward to seeing the creative merchandising and marketing efforts that retailers big and small will create this year. Watermelons and Tajín are a delicious combination, and these joint efforts create a ton of interest in both products.”

    The contest began in July to honor National Watermelon Month and runs throughout the month of August and is used by NWPB to encourage and identify retailers who are showcasing watermelon’s benefits including happiness, health, value and versatility.

    To enter a promotion, retailers can submit their entry and photos, links, screenshots, etc., online, via email or postal mail. All entries must be submitted/postmarked by midnight Eastern on September 15, 2023. Visit: http://watermelon.org/Retailers/Retail-Contest for more information, including official contest rules and entry form, or email NWPB at retail@watermelon.org.

    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.

    About Tajín Seasonings

    Industrias Tajín is a 100% Mexican company, leader in Mexico and United States markets in chili powder, and one of the most important in the production and commercialization of products derived from chili worldwide. It has presence in more than 65 countries around the world. It was founded in 1985, surprising consumers with the perfect blend of lime, chili, and sea salt. In 1993, Tajín exports to the United States for the first time and Tajin International Corporation is established in Houston, TX, from where all the commercial activity of the brand in the U.S. is managed. The brand arrived in the Central American and European markets in 2006.

    Last year’s (2022) Contest Winners

  • Scientific Literature Review Confirms Watermelon’s Health Potential

    Watermelon is a unique fruit with compounds that may have health effects throughout the body, supporting normal cardiovascular and metabolic health. According to a new comprehensive review of the scientific literature on watermelon, eating watermelon regularly may help promote health. This research paper, authored by Britt Burton-Freeman, Ph.D., and colleagues from Illinois Institute of Technology was recently published in the journal Current Atherosclerosis Reports.

    “Research is unveiling the health-promoting potential of watermelon. The current literature review provides evidence that watermelon intake and citrulline supplementation lower blood pressure in human trials. Although more research is needed, favorable effects on lipids/lipoprotein metabolism are emerging based on the data we reviewed and reported in preclinical models,” said lead author Burton-Freeman.

    According to the research, watermelon contains essential vitamins, minerals, antioxidants and amino acids. It also contains the amino acids citrulline and arginine, which both act as a precursor to nitric oxide, a molecule that plays a role in blood pressure regulation, lipid reduction and glucose control. Polyphenols and carotenoids, particularly lycopene, are also abundant in watermelon. The nitric oxide benefits of citrulline and arginine coupled with the bioactivity of polyphenols and carotenoids found in watermelon suggests that this fruit may support normal cardio-metabolic health.

    Burton-Freeman and colleagues reviewed the preclinical and clinical trial evidence published from 2000 to 2020 to assess watermelon intake and citrulline (a signature compound found in watermelon) on cardiovascular and metabolic outcomes, and to identify future directions important for establishing dietary guidance and recommendations. They explored studies related to the whole fruit as well as citrulline supplementation, focusing on key cardio-metabolic risk factors. More research is needed to confirm findings of the studies identified in this literature review.

    The investigators concluded that watermelon provides a combination of nutrients and phytochemicals working across multiple mechanisms to induce biological effects. Citrulline and arginine are central to these cardio-metabolic effects, and polyphenols, lycopene, potassium and magnesium contribute as well.

    Continued research is needed to determine the level of sufficient intake for clinical outcomes and will also need to be studied in a variety of populations. Research on the whole fruit and its products (i.e., juice) is also needed to help determine the level of sufficient intake. The research identified additional potential benefits from watermelon consumption that warrant further research, such as body weight control (possibly through satiety mechanisms), glucose control, and brain and gut health.

    Low fruit intake is one of three dietary factors associated with death from cardiovascular disease (CVD) and type 2 diabetes (T2DM), as are high salt intake and low whole-grain intake. These dietary factors affect people regardless of age, sex and other socio-demographic variables.1 Recent research also

    shows that eating a variety of fruit helps reduce the risk of T2DM2, while the amount of fruit and the type of fruit selected provide cardiovascular benefits.

    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 800 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.

    Watermelon packs a nutritious punch, with each serving providing 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 an estimated 16 pounds in 2020. Watermelon consumption in the United States was approximately 5.3 billion pounds in 2020. The United States exported an additional 359 million pounds of watermelon. For additional information, visit www.watermelon.org.

    References

    1. Afshin A, Sur PJ, Fay KA, Cornaby L, Ferrara G, Salama JS, et al. Health effects of dietary risks in 195 countries, 1990–2017: a systematic analysis for the Global Burden of Disease Study 2017. Lancet. 2019. https://doi.org/10.1016/S0140-6736(19)30041-8.

    2. Cooper AJ, Sharp SJ, Lentjes MAH, Luben RN, Khaw K-T, Wareham NJ, et al. A prospective study of the association between quantity and variety of fruit and vegetable intake and incident type 2 diabetes. Diabetes Care. 2012. https://doi.org/10.1016/S0140-6736(19)30041-8.

    3. Bhupathiraju SN, Wedick NM, Pan A, Manson JE, Rexrode KM, Willett WC, et al. Quantity and variety in fruit and vegetable intake and risk of coronary heart disease. Am J Clin Nutr. 2013. https://doi.org/10.3945/ajcn.113.066381

    4. Burton-Freeman B, Freeman M, Zhang X, Sandhu A, Edirisinghe I. Watermelon and L-Citrulline in Cardiometabolic Health: A Review of the Evidence 2000-2020 

  • National Watermelon Promotion Board Seeks Directors

    The National Watermelon Promotion Board (NWPB) will hold a nomination teleconference on Wednesday, February 16th, 2022 at 8:00 A.M. (PT) for district 4 and Wednesday, February 16th, 2022 at 10:00 A.M. (PT) for district 5 to nominate qualified watermelon producers and watermelon handlers to fill open positions as directors of the Board.

    District 4 — The States of: Connecticut, Delaware,Illinois, Indiana, Kentucky, Maryland, Massachusetts, Maine, Michigan, NewHampshire, New Jersey, New York, Ohio, Pennsylvania, Rhode Island, Vermont,Virginia, West Virginia, Wisconsin, and Washington, DC.District 5 — The States of: Alaska, Arizona, California, Colorado, Hawaii, Idaho, Iowa, Kansas, Minnesota, Missouri, Montana, Nebraska, Nevada, New Mexico, North Dakota, Oregon, South Dakota, Utah, Washington, and Wyoming.

    The NWPB encourages all women, minorities and persons with disabilities who qualify as watermelon producers and handlers to attend the meeting and run for nomination to the NWPB.

    All watermelon producers and handlers in District 4 & 5 are encouraged to attend and vote to nominate their representatives to the NWPB. Nominations are submitted to the U.S. Department of Agriculture (USDA), and the Secretary of Agriculture makes the final appointments to the NWPB. The newly appointed Board members term of office will begin on January 1st, 2023, and end December 31st, 2025.

    The Board members administer promotion and research programs for watermelon. The NWPB works to increase consumer demand for watermelon and expand domestic and foreign markets through its marketing, consumer public relations and education programs. The non-profit Board works with an administrative staff to enact retail, foodservice and media promotions and research programs.

    All Board members are required to attend two meetings each year to become familiar with and develop the Board’s variety of marketing, research and education programs.

    The NWPB represents about 800 commercial watermelon producers, handlers and importers that finance all of the Board’s programs through assessments on watermelons as authorized by the Watermelon Research and Promotion Act. The 30-member Board is currently comprised of 10 producers, 10 handlers, 9 importers, and a member who represents the public.

    Board members are nominated by their peers, and nominations are submitted to the U.S. Secretary of Agriculture, who makes final appointments to the Board. These board members oversee all aspects of the Board, including setting policies and deciding how the Board’s budget is invested in promotion, research and education programs. The USDA’s Agricultural Marketing Service monitors the Board’s operations.

    To be eligible for nomination, producers must grow 10 or more acres of watermelon, and handlers must be the first handler of watermelon, according to §1210.306 and §1210.308 of the Watermelon Research and Promotion Plan.

    Consistent with §1210.403, the NWPB will allow proxy voting for Board nominees. Individuals wishing to vote by proxy should prepare signed, dated statements, including the proxy voter’s printed name, address, telephone number, identity as a producer or handler, and the name of the individual authorized to cast the proxy vote. These statements should be given to those authorized to cast the proxy vote, who will then provide the statements to the NWPB no later than Wednesday, February 2nd, 2022.

    The producers and handlers appointed to the Board will represent the NWPB’s interests throughout the district in meetings and other forums, and should be dedicated to supporting the Board’s marketing, promotion, research and education programs.

    Additional information regarding the elections and nomination procedures may be obtained by contacting NWPB Director of Operations & Industry Affairs Rebekah Dossett (407) 605-5984 or Industry Affairs Manager Andrea Smith (407) 613-2972.

  • National Watermelon Promotion Board Partners with Disney and Pixar’s Luca

    It will be a summer of adventure for National Watermelon Promotion Board (NWPB), thanks to a month-long collaboration with Disney and Pixar’s original feature film Luca, which streams exclusively on Disney+ starting June 18.

    “Luca” is a fun and heartwarming story about friendship, stepping out of your comfort zone and an extraordinary pair of sea monsters who experience a life-changing summer. Watermelon makes a special cameo in the film as sea monsters Luca and Alberto, who look human when they’re dry, venture beyond the surface to the Italian seaside town of Portorosso to see—and taste—all this new world has to offer.

    The Joy of Watermelon Meets the Thrill of Pixar

    As part of its collaboration, NWPB has developed the “Unforgettable Summer” campaign, connecting watermelon and Luca’s inherent themes of summertime joy and happiness.

    Throughout the month of June, NWPB will encourage people nationwide to visit a special landing page (Watermelon.org/PixarLuca) to either share an unforgettable summer adventure they’ve had or would like to have in 2021.

    Individuals who share their stories and dreams are entered for the chance to win weekly prizes, such as Lucamerchandise or one grand prize of an “Unforgettable Movie Night” prize pack which includes an Outdoor Movie Projector, Projector Screen, Popcorn Maker, Watermelon Slicer and a BlendJet.

     

    “Watermelon and summertime adventures go hand-in-hand, which makes our collaboration with Disney and Pixar’s Luca a perfect pairing,” said Stephanie Barlow, Senior Director of Communications, NWPB. “While watermelon is incredibly versatile, there’s no denying most everyone associates enjoying watermelon with our best summer memories – whether it’s family picnics, weekend getaways or unforgettable vacations. That connects directly with the themes of Luca, which arrives just as we find ourselves in peak watermelon season.

    “Our members are incredibly excited about the “Unforgettable Summer” campaign, as well, and look forward to sharing with their stakeholders in the months ahead,” Barlow added.

    On the Watermelon.org landing page, visitors also will find:

    • The world of Luca brought to life.
    • The film’s trailer.
    • Watermelon recipes inspired by Italian cuisine – such as “Watermelon Pizza alla Italia” and “Watermelon Caprese alla Feta.”
    • A chance to enter the “Unforgettable Summer” Sweepstakes*.

    Promotions Online and In Social

    To draw people to the landing page, NWPB will promote the collaboration on its social channels as well as via pre-roll digital ads – all targeting watermelon lovers while drawing new fans and followers of Pixar and Luca.

    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 800 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.

    Watermelon packs a nutritious punch, with each serving providing 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 an estimated 16 pounds in 2020. Watermelon consumption in the United States was approximately 5.3 billion pounds in 2020. The United States exported an additional 359 million pounds of watermelon.

    About Disney and Pixar’s LUCA

    Set in a beautiful seaside town on the Italian Riviera, Disney and Pixar’s original feature film “Luca” is a coming-of-age story about one young boy experiencing an unforgettable summer filled with gelato, pasta and endless scooter rides. Luca (voice of Jacob Tremblay) shares these adventures with his newfound best friend, Alberto (voice of Jack Dylan Grazer), but all the fun is threatened by a deeply-held secret: they are sea monsters from another world just below the water’s surface. Directed by Academy Award® nominee Enrico Casarosa (“La Luna”) and produced by Andrea Warren (“Lava,” “Cars 3”), “Luca” debuts exclusively on Disney+ on June 18, 2021.

    *Open to legal residents of the 50 United States and D.C., age 18 or older. Void where prohibited. Sweepstakes starts June 1, 2021 and ends at 11:59 p.m. EST on July 2, 2021. For full official rules and to enter, visit www.Watermelon.org/PixarLuca. Sponsored by National Watermelon Promotion Board, 1321 Sundial Point, Winter Springs, FL 32708.