The National Watermelon Promotion Board (NWPB) stands at the forefront of expanding consumer demand for watermelons through promotional activities, extensive research, and educational initiatives.

This non-profit organization’s mission, deeply rooted in creating an increased appreciation and demand for watermelon, leverages innovative marketing strategies and continuous research to keep watermelon in the consumer’s mind year-round; it represents about 700 watermelon growers, shippers and importers nationwide.

In an conversation with the Produce Leaders editorial team, Juliemar Rosado, the Director of Retail and International Marketing at NWPB, highlighted the multifaceted efforts the board undertakes to ensure watermelon remains a preferred choice among consumers throughout the year.

Rosado detailed how NWPB is enhancing its retail engagement, stating, “Promotional opportunities at retail include in-store, digital, and social media marketing components, providing customer reach for product and nutrition education as an extension to the brick and mortar element that is coming back into focus.

According to Juliemar Rosado, “Throughout the year, this team aims to keep watermelon top of mind every day of the year while also establishing new connections.”

Rosado’s role involves direct interaction with retailers to understand and meet their needs concerning watermelon information and promotional opportunities.

This initiative is pivotal, especially as NWPB supports retailers by contracting with merchandising representatives managing various retail accounts across the U.S. and Canada.

“This team aims to keep watermelon top of mind every day of the year while also establishing new connections”.

– Juliemar Rosado, (April 10, 2024)

One of the key highlights in NWPB’s promotional strategy is the retail merchandising contest, which begins in July to honor National Watermelon Month and runs through August.

The contest encourages retailers to integrate social and digital media marketing alongside traditional in-store experiences, promoting watermelon’s numerous benefits.

“The retail merchandising contest encourages retailers to incorporate social and digital media marketing efforts in addition to in-store experiences,” notes Rosado.

This strategic approach not only boosts watermelon’s visibility but also helps identify retailers who excel in showcasing the fruit’s comprehensive appeal.

Collaboration with mobile media companies like Genesis has been instrumental in providing immersive storytelling experiences that guarantee engagement at the retail level.

These innovative marketing efforts are designed to align with current and future shopper habits, ensuring that watermelon remains a preferred choice among consumers.

The Watermelon Learning Lab tool, promoted at various conferences and regional produce shows, further extends NWPB’s educational outreach, offering retailers valuable insights into watermelon sales enhancements and consumer engagement strategies.

Expanding beyond the retail sector, NWPB has significantly impacted the foodservice industry.

With a notable increase in watermelon’s menu penetration, from 8% in 2012 to 16% in 2023, the organization aims to continue this upward trajectory.

The foodservice program focuses on educating and inspiring decision-makers about watermelon’s cultivation, health benefits, and culinary versatility.

This includes leveraging partnerships with culinary schools and institutions like the Culinary Institute of America, which help disseminate innovative watermelon-based recipes and uses.

The communication strategies employed by NWPB are equally impressive, emphasizing the creation of engaging and informative content across various platforms.

The “Simply Watermelon” consumer marketing campaign exemplifies this approach by focusing on simplicity and visual appeal to resonate with consumers.

This campaign, supported by media and food trends, aims to drive interest and demand while educating the public about watermelon’s numerous benefits.

Furthermore, NWPB’s commitment to research and development plays a crucial role in its success.

New initiatives like the Watermelon Segmentation Study with Fusion Marketing aim to better understand consumer segments and purchasing behaviors.

Teaching watermelon recipes is one of the ways found by the NWPB to increase the consumption of this fruit.

This data-driven approach helps tailor marketing strategies more effectively, ensuring that promotional efforts resonate with diverse consumer groups.

The board’s involvement in health and nutrition research, such as the study on the effects of daily watermelon consumption on gut and cardiometabolic health, underscores its dedication to backing up promotional claims with scientific evidence.

Lastly, NWPB’s efforts to engage with the community through sponsored events and educational programs demonstrate its holistic approach to marketing and education.

Events like the National Restaurant Show Brunch and partnerships with ACF and the Center for the Advancement of Foodservice Educators enhance the visibility of watermelon in commercial and educational settings, broadening its appeal and usage across various sectors.

These interactions not only promote watermelon as a versatile and healthy food option but also foster a community of educators, chefs, and consumers who advocate for the fruit’s year-round consumption.

Through these comprehensive strategies, NWPB has not only succeeded in maintaining watermelon’s presence in the market but has also fostered a deeper connection with consumers and retailers alike.