California Fruit and Vegetable

Tag: The National Watermelon Promotion Board

  • 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 Retail Merchandising Contest Now Open for Entries!

    The National Watermelon Promotion Board (NWPB) is excited to announce the call for entries for their 16th annual Watermelon Retail Merchandising Contest. Retail chains, independent retailers, and commissaries are invited to compete for over $10,000 in cash and prizes. The grand prize winner will receive $5,000, with $2,500 awarded to the second place, $1,000 for third place, and $500 each for three honorable mentions. In addition to starting the contest a month earlier in an effort to capture the early summer market when watermelon demand begins to soar, the first 25 entries will receive a $15 gift card as an early bird incentive.

    Thanks to a continued collaboration with Tajín® for the 2024 season, the first 100 entries featuring watermelon and Tajín® seasoning in their in-store displays or across social, digital, print, and web marketing efforts will each receive a $20 Amazon digital gift card. This partnership not only increases the contest’s appeal but also offers retailers a fantastic cross-merchandising opportunity. The combination of fresh watermelons and Tajín’s chili-lime seasoning provides a unique and flavorful experience for consumers.

    “We are excited to infuse our contest with an extra ‘zing’ through our partnership with Tajín,” stated Juliemar Rosado, Director of Retail and International Marketing. “Combining watermelons with Tajín enhances a variety of dishes and cuisines, offering a fantastic opportunity for cross-merchandising promotions to showcase the unique benefits of both products.”

    Eric Patrick, Partnership Brand Manager, remarked, “Our enduring collaboration with NWPB consistently delights consumers. We look forward to seeing the creative merchandising and marketing strategies from retailers of all sizes this year. The combination of watermelons and Tajín creates substantial interest in both products.”

    Retailers can enter by submitting their entries, including photos, links, screenshots, etc., online or via email. All entries must be received or postmarked by midnight Eastern on September 13, 2024. For more information, including official contest rules and entry forms, visit Watermelon Retail Contest or contact 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 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.

    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.

  • 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.

  • USDA Announces National Watermelon Promotion Board Appointments

    The U.S. Department of Agriculture today announced the appointment of nine members to serve on the National Watermelon Promotion Board. The appointees will serve three-year terms from Jan. 1, 2021, to Dec. 31, 2023.

    Members newly appointed or reappointed are:

    • District 1 Producer: Kyler Bishop, Punta Gorda, Florida
    • District 1 Producer: Chad Chastain, Punta Gorda, Florida
    • District 1 Handler: Stephen R. Nichols, Lakeland, Florida
    • District 1 Handler: Rob Gibson, Vero Beach, Florida
    • Importer: Matthew N. Tanner, Pompano Beach, Florida
    • Importer: Christopher M. Dyer, Mission, Texas
    • Importer: Christian Murillo, Nogales, Arizona
    • Importer: Jeff Fawcett, Edinburg, Texas
    • Public Member: Craig A. Stokes, San Antonio, Texas

    The National Watermelon Promotion Board now has 30 members composed of 10 producers, 10 handlers, nine importers and one public member. Approximately one-third of the board members are appointed each year. Members can serve up to two consecutive three-year terms.

    More information about the National Watermelon Promotion Board, including a roster of members, is available on the Agricultural Marketing Service (AMS) National Watermelon Promotion Board webpage and on the board’s website at www.watermelon.org.

    Since 1966, Congress has authorized industry-funded research and promotion boards to provide a framework for agricultural industries to pool their resources and combine efforts to develop new markets, strengthen existing markets and conduct important research and promotion activities. AMS provides oversight to 21 boards. The oversight ensures fiscal accountability and program integrity, and is paid for by industry assessments.

  • Watermelon Board Pivots Nutrition Education Strategy to Digital Model

    The National Watermelon Promotion Board (NWPB) is realigning resources to adapt to a new climate while focusing on summer sales. 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. NWPB has been partnered with the world’s only rock & roll nutrition show Jump with Jill for over eight years, with a national live tour partnership as the leading line item. With stay-at-home orders in place, Jump with Jill and NWPB are teaming up to bring consumers a digital version of the program called the Jump with Jill Digital Tour with 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,” says Stephanie Barlow, Senior Director of Communications. They have realigned so that songs about eating fruit like Nature’s Candy and The Sweet Beat can still reach kids even when they are distance learning.”

    Just as the watermelon domestic growing season hits its peak, these free resources and tools serve an important need useful while families are at home. 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, or the slide backwards that many children make in reading and math skills over the summer.

    “From our homes to families everywhere, we are thrilled to be able to perform and teach,” says Jump with Jill creator, Jill Jayne, who brings her credentials as a Registered Dietitian and singer into everything she touches. “When they announced school closures, we were forced to accept that a screen would be a mandatory feature in our relationship with our audience. So we wanted to use it to communicate to kids in a powerful way letting them know that – we are still here, we are still singing, and we still love you.”

    For more information and to explore the resources available from NWPB and Jump with Jill, check out Facebook, YouTube, visit Watermelon.org or JumpwithJill.com.      

    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%), a source of Vitamin A(8%) and B6 (8%), and a delicious way to stay hydrated (92% water), with only 80 calories. Watermelon consumption per capita in the United States was an estimated 15.6 pounds in 2019. Watermelon consumption in the United States was approximately 5.1 billion pounds in 2019. The United States exported an additional 321.2 million pounds of watermelon.

    About Jump with Jill

    As a leader in interactive educational experiences since 2008, the music-based nutrition education program Jump with Jill makes healthy rock. The world’s only rock & roll nutrition show use singable anthems to transform nutrition education into a school wide live concert. The supporting digital platform of songs, dances, workouts, activities, and tutorials brings the messages into the classroom and home. Created by a singing Registered Dietitian & her band of extraordinary educators, Jump with Jill gets students moving and learning about health in a way they will never forget. The Emmy-nominated nutrition education program

    has been performed over 3,800 times in six countries for over 1.2 million kids.

  • Watermelon Board Boosts Efforts to Increase Consumer Demand

    The National Watermelon Promotion Board (NWPB) is realigning resources to adapt to the new climate, continuing to adjust marketing and promotional efforts to positively position watermelon as the go-to for health and happiness while making the most out of precious shoppers’ dollars.

    “Watermelon holds a special place with consumers, and it’s so much more than a sweet treat for summertime,” says Jesse Wiggins of Wiggins Farms, Texas, and current president of the NWPB. “Watermelon provides important basic health benefits like hydration at 92% water and it’s an excellent source of Vitamin C.”

    Customers are looking for health, value and versatility all in one package.

    “It’s the best value among fruit to stretch families’ budgets at only $0.17 per serving. Furthering the value position for watermelon is that it is 100% edible, so there is zero food waste, and so versatile to use in many recipes or in delicious slices,” continues Wiggins.

    The NWPB has pivoted from planned marketing activities to those more conducive to the current landscape. “While every audience is impacted, NWPB is working hard to continue to educate about those important health benefits, the terrific value for families of buying a whole watermelon, and how to use that one watermelon in various ways,” says Wiggins. “The opportunities for watermelon in the shopping basket, whether whole, mini, fresh cut or juice are endless.”

    The following are adjusted activity highlights listed by division:

    Communications

    • Special flight of YouTube television commercial – April through June flight of National YouTube television commercial highlighting watermelon’s health benefits and showing watermelon value and versatility
    • Amplify hydration and vitamin C health benefits and at-home usage in social media post calendar
    • Partner promos on Instagram Live with #WatermelonWednesday Home Workout and Watermelon Beverage Recipes
    • “Kid-Friendly Creativity in the Kitchen” national paid feature syndication
    • Jump with Jill “digital” live tour reaching virtual students and teachers with lessons, video content, PE classes and more
    • Master class media event for press and editors goes virtual in July

    Foodservice

    • Digital outreach and in-office deliveries to inspire Foodservice media with watermelon
    • Foodservice refocus to support takeout and delivery opportunities
    • Reaching culinarians and culinary educators with digital Watermelon Culinary Curriculum

    Retail & International Marketing

    • Actively distributing Retail Kit and advertorial released April 8
    • Ibotta redemption offer planned for early summer
    • Shoppable recipe activation with Fexy Media in development
    • Independent grocer outreach via Live. Balanced activation kit
    • Retail and international account management teams at the ready

    In these unprecedented times, watermelon provides a solution to consumers’ needs to feed their families nutritious meals and snacks, it is a smart value with zero food waste, and is tremendously versatile in recipes and even provides hands-on activities and crafts for the at-home world.

    For more information and to explore the resources available to retailers, foodservice and consumer audiences, visit Watermelon.org.