NATIONAL WATERMELON PROMOTION BOARD
FISCAL YEAR 2010
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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Transitions and Successes
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Staff changes, creation of new positions to incorporate
digital communications and take advantage of
integrated departments
July retail display contest expanded to include the
Defense Commissary Agency locations that serve the
military nationwide; Chef Harry pivotal role on TV
Presiding sponsor of the Summer Feeding Toolkit provided
by the School Nutrition Association
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“Making Munchies Matter” full page release via Family
Features reached 49+ million viewers
Joint quarterly trade ad with National Watermelon
Association in the Produce News
Supported events at the Culinary Institute of America,
reaching food service and health care professionals:
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Attendance and exhibiting at tradeshow showed need for extending children’s outreach in school via the
classroom and the cafeteria
2010 Flavor Summit
Healthy Kitchens, Healthy Lives: Caring for our Patients and our Families
Latin Flavors, American Kitchens
Flavor, Quality and American Menus
Canada’s “World Cup Runneth Over” record-breaking
and award-winning campaign reaches 39+ million
audience, exceeding the population of Canada
Japanese exports up 110%
The Board funded a research study at Florida State
University to examine the relationship between
watermelon and blood pressure
Social media expansion – Launch Facebook, Twitter and
YouTube channels in late-winter
Watermelon is certified by the American Heart
Association’s heart checkmark program in early-spring
In-Flight Media watermelon commercials on-air, in the air:
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Delta Airlines – August 2010
Delta Airlines – February 2011
Transitions and Successes – cont.
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Production of NWPB “expert” video series to populate
YouTube channel and share online
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Media Training for Watermelon Queens featured special
guest presentations:
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Carmine Gallo, Communications Coach
Former Miss America Nicole Johnson
Food blogger outreach via “Camp Blogaway” camper
goodie bags
Social media measurement and monitoring platform
created by Meltwater Buzz
Times Square CBS Jumbotron running 30 seconds per
hour of watermelon messaging through end of summer
Omni Productions programming of press kit CD Rom and
Cision distribution
Visual Cuisines: Recipes and Carvings shoot and Lifestyle
photo shoot featured watermelon
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How to Pick a Watermelon
Watermelon Drink Recipes
Watermelon Recipes for the Entire Family
Dad and son baseball shot
Family picnics
Kid’s birthday party
Pool party
Mom and daughter carving together
Heart cut-out conceptual shot
NWPB Strategic Planning Session with D.S. Griffen
Advanced Strategies Lab
Crisis Communications Training for NWPB Board and full
watermelon industry at National Watermelon
Association’s annual convention