NATIONAL WATERMELON PROMOTION BOARD
FISCAL YEAR 2012-2013
ANNUAL REPORT
Statement of Financial Position
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Statement of Activities
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Statement of Cash Flows
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Independent Auditor’s Report
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Independent Auditor’s Report
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Program Highlights & Successes
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Retail marketing program focus on merchandising
representatives, retail promotions and training materials
Market Access Program funding for 2012-2013 record
amount at $288,000 due to increased NWPB matching
funds
Increased number of large and small retailers running
watermelon ads featuring Lycopene Leader logo
Encouraged greater awareness of regional origins of
watermelon, helped primarily through July’s “Retail Display
Contest” co-hosted with National Watermelon Association
Trade show representation in regional produce association
events, including Southeast, New England, Midwest and
New York Produce Shows
Joint quarterly trade ad with National Watermelon
Association in the Produce News
Over 100% social media growth across all new platforms
including Facebook, Twitter, YouTube and new Pinterest
page
Watermelon continues certification by the American Heart
Association’s heart checkmark
Canadian PR efforts reach 66.5+ million impressions with 290
pieces of coverage via media kit, pitching and queen
segments
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Segment highlight feature “Girl’s Night In” with watermelon inspiration, recipes and
nutrition
Canadian press hosted on April 2012 Florida watermelon
tour to fields and packing sheds throughout FL, meeting
with key watermelon growers
Highlights & Successes – cont.
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Media Training for Watermelon Queens featured special
guest presentations:
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Times Square CBS Jumbotron running 30 seconds per
hour of watermelon messaging through end of summer
Family Features high performing titles:
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“Fill Up Without Filling Out” – 60 order placements, 1.3mprint circulation, 413 online
placements totaling 17m impressions – ROI 8:1
“Boo-tiful Halloween Carvings” – 434 order placements, 6.2m print circulation, 421
online placements totaling 18m impressions – ROI 14:1
“Play With Your Food” – 468 order placements, 7.1m print circulation, 397 online
placements totaling 17m impressions – ROI 17:1
Visual Cuisines: Recipes and Carvings shoot for feature in
Press/Retail Kit
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Carmine Gallo, Communications Coach
Hosted by Syngenta at their South Florida test facility near Naples, FL, included field
trial tour in May
Theme to focus on traveling the world with the flavor of watermelon, showcasing
recipes inspired by multiple continents, countries and cultures.
Crisis Communications Training for NWPB Board and full
watermelon industry at National Watermelon
Association’s annual convention
In-school outreach “Jump with Jill” the Rockstar
Nutritionist, hosted children’s Nature’s Candy Dance
Party with online video routine and submissions
Health professional outreach creation of Retail Dietitian
Online Toolkit, dissemination and webinar
Participation in Fall event at Walt Disney World’s Epcot
Food and Wine Festival
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Mr. Food’s Watermelon Patch had prime time placement to the 60-day, 1.4m guests
from national and international audiences
Chef demonstration with Mr. Food
3-D “Disney Dessert Discover” parties featured watermelon desserts and samplings
Highlights & Successes – cont.
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Special Events and Tradeshow Exhibitor/Attendance:
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School Nutrition Association – School food service operators and district school
nutritionists, menu planners and decision makers
Academy of Nutrition and Dietetics – Health and nutrition professionals and
influencers
Culinary Institute of America – Menu creators, chefs and health professionals
National Agriculture in the Classroom – Educators nationwide
Food blogger conferences – Established and emerging food bloggers who range
from recipe developers to parenting experts
Meredith Media product review watermelon event for
food editors and test kitchen staff at major magazine
titles
Watermelon NASCAR Truck driven by Ross Chastain
Creation of new High Definition B-Roll for media
Learning Magazine sweepstakes for “Win a Wild
Watermelon Day” garnered entries from all 50 states
Linkwell Health consumer mailing piece with watermelon
nutrition education and usage inspiration
New consumer education materials including five double
sided recipe cards, a “Watermelon A to Z” sheet, an
updated J. Slice activity sheet for kids with a sudoku
puzzle, children’s sheets featuring J. Slice in “Veggie Up
Your Life,” “What to Munch and How to Move,” and “10
Tips for Parents,” and lastly a new omnibus “What About
Watermelon” recipes, carvings and nutrition brochure