The National Watermelon Promotion Board (NWPB) is making in-roads with consumer and retailer promotions of U.S. watermelons in Japan and Canada. They also aim to expand into the foodservice sector in Canada while hoping to reach potential new export markets.
According to Juliemar Rosado, director of retail and international marketing for the NWPB they are set on finding new ways to market U.S. watermelon worldwide. “NWPB's primary export market has been Canada, where an export program has been in place since the year 2000. NWPB plans to continue growth in that market by expanding into the foodservice sector. NWPB has had great success with restaurants and other foodservice sector promotions in Japan. Fresh-cut continues to grow in popularity there, particularly in convenience stores. NWPB continues to explore opportunities in this area as well as in key retail chains. In fact, NWPB was able to conduct some retail in-store demonstrations in 2022.”
Given these successes, the NWPB is hoping to expand the promotional activities in the other markets to which they already export as well as reaching new markets to increase sales volumes. “U.S. watermelons are exported to various other countries such as the Caribbean Islands and Mexico. These are countries we are looking into as well as researching other countries as potential export markets for consideration.”
Since its beginning, NWPB's activities have concentrated on two key areas: retail trade education and consumer education. “In the retail trade arena, a variety of educational and marketing materials were and continue to be used in conjunction with promotions to increase retailers' knowledge of the profit potential of U.S. watermelon and the best ways to move more of it. Retail kits were developed for retailers to further educate consumers on health, research and more to further aide retailers’ in their pursuit of merchandising and watermelon promotion. Canadian French and Spanish versions of the kit were then developed and continue to be updated with the most relevant information.”
The U.S. watermelon season begins around April/May and is typically available through October/November. Over 320 million pounds (143 tons) of U.S. watermelon was exported to Canada in 2022. Additionally, over 560 thousand pounds (250 tons) of U.S. watermelon was exported to Japan says Rosado.
The NWPB program's purpose is to maintain and expand existing markets and develop new markets for fresh watermelon through promotional and consumer information as well as industry information programs. “Through research, communication and marketing initiatives, the NWPB is finding new ways to enhance market opportunities for farmers and to promote the nutritional, culinary and convenience benefits of watermelon. U.S. watermelon growing regions for watermelon span a great deal of the country, stretching across the southern states and reaching as far north as Washington state, Michigan, Delaware and into the west coast. The top four producing states are Georgia, Florida, California, and Texas,” concludes Rosado.
For more information:
Juliemar Rosado
National Watermelon Promotion Board
Tel: +1 407-657-0261 x 208
Email: [email protected]
www.watermelon.org