There’s no denying the popularity of watermelons. U.S. per capita consumption of the fruit was nearly 17 pounds in 2023, the latest year for which figures are available.
The Winter Springs, Fla.-based National Watermelon Promotion Board says opportunities to showcase watermelons are growing as consumer preferences and food trends are evolving — and it is available to help foodservice operators and retailers that feature the versatile melons.
On the foodservice side, the board offers educational and inspirational support to help operators use watermelons to build their menus, said Megan McKenna, senior director of foodservice and marketing. Research indicates that 62% of consumers are highly interested in trying fresh watermelon in innovative dishes, she said.
“Education starts with knowledge around watermelon types and formats in the marketplace, as well as how to handle and cut watermelon for optimal yield,” she said.
The board provides tips on cooking techniques and flavor pairings by region in addition to rind and beverage usage ideas. These tools and resources are shared with foodservice decision makers through foodservice media and events, she said.
For retail, keeping watermelons front and center all year long is key to driving sales, said Juliemar Rosado, the board’s director of retail and international marketing.
“A strong merchandising strategy highlights [watermelons’] incredible value, health benefits and versatility,” she said.
Engaging shoppers at touch points — online or in-store — has a big impact.
“Digital platforms are a great way to share mouthwatering recipes, fun facts and quick videos that draw customers in,” she said. And in-store experiences like cross-merchandising, sampling and promotions “help turn curiosity into purchases.”
The board’s annual retail merchandising contest that runs June through August is a good way to supercharge watermelon sales, Rosado added.
“This high-energy summer program aligns with peak demand, National Watermelon Month (July) and National Watermelon Day (Aug. 3),” she said. “It’s a win-win for retailers and shoppers alike.”
Besides attracting shoppers, creative displays can educate customers with selection tips and health benefits, leading to bigger baskets and repeat purchases, Rosado said.
The board has a full suite of marketing tools, educational resources and POS materials, and the retailer section of watermelon.org offers everything from retail kits to engaging videos and merchandising inspiration, she said.