Retailers know how to wow with watermelons.
The produce industry's mad merchandising skills are evidenced by the National Watermelon Promotion Board's newly named winners in its annual Retail Merchandising Contest. This year's contest, now in its 15th year, garnered over 115 entries from retail chains, independent retailers and commissaries throughout the U.S. and Canada, according to the Winter Springs, Fla.-based board.
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, according to a news release. Entrants this year continued to use mixed media marketing efforts in addition to in-store displays.
NWPB says 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 entries were all incredibly creative, showcasing watermelon's health and versatility through point-of-sale materials,” Juliemar Rosado, director of retail and international marketing at NWPB, said in the release. “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.”
This year's winners included:
- Grand prize — Heritage Co-Op, Brandon, Manitoba.
- Second place — Greer's Hurley Market, Hurley, Miss.
- Third place — KJ's Market, Hephziba, Ga.
Honorable mentions included: Gelson's Market No. 23, La Canada, Calif.; Port Hueneme Commissary, Port Hueneme, Calif.; United Grocery Outlet, Shelbyville, Tenn.
KJ's Market in Hephziba, Ga.
“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,” Joshua Hubert, produce retail operations manager at Federated Co-operatives Ltd., said in the release. “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.”
Greer's Hurley Market in Hurley, Miss.
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, the release said.