1
2
April 2016
Watermelon Update
National Watermelon Promotion Board
Southern Exposure 2016
NWPB once again exhibited the
Southeast Produce Council’s annual
“Southern Exposure” expo on March 3-5
in Hollywood, FL. This year, along with the
retail and foodservice workshops, NWPB’s
Juliemar Rosado and Rebekah Dossett
joined regional account manager Sheila
Carden at the Southern Roots luncheon
where the first female fighter pilot Carey
Communications
Program Overview
Page 2
Lohrenz was the keynote speaker.
Southern Roots is the council's new
leadership program for women. The expo
attracted over 2,420 attendees, setting
records for overall attendance as well as
for participation by the retail and
foodservice sectors of the fresh produce
industry.
8th Annual Retail
Display Contest &
2016 Retail Kit
Page 3
1321 Sundial Point Winter Springs, FL 32708
Add Wow to Menus
with Watermelon –
Foodservice 2016
Page 4
;
Watermelon Update
April 2016
Communications Program Overview
The National Watermelon Promotion Board is driven by a shared mission to “increase
demand for watermelon through promotion, research and education,” and, furthermore,
the vision to “make watermelon an everyday, healthy choice.”
The Communications program includes publicity, social media, all digital
communications, media outreach, paid influencers, earned placements, consumer
promotions, spokesperson relationships and more. The Watermelon Board is telling the
watermelon story. Why? To get people to #EatMoreWatermelon.
The primary objectives of the Communications program are:
•
•
Increase awareness of, and interest in, the unique benefits of watermelon among
key target audiences, with a primary focus on health
Increase consumer proficiency with watermelon – its uses, its occasions, its
handling – to grow demand
•
In 2016, we will focus on educating our traditional target, busy moms, as well as the
fitness focused about the nutritional benefits of watermelon – whether as a recovery
option after an intense workout or as a healthy, delicious way to fuel the family.
We will educate consumers primarily, the active and health-conscious, and secondarily
Healthy-lifestyle Influencers including consumer media, health, nutrition, and fitnes
bloggers, and also Nutritionists and RDs. How? The conversations will start with health
messaging + taste/enjoyment to increase interest in trying watermelon in new ways. We
will educate target audiences about watermelon’s convenience and value to
overcome a top barrier to purchase of “too big/inconvenient”. We will encourage new
watermelon uses/occasions outside of the summer picnic table by developing yearround content that is seasonal, on-message and share-worthy across a strategic
spectrum of channels to reach targets
Each season, health and nutrition will lead the conversation, supported by inspiring
recipes and usage ideas.
•
•
•
•
•
•
•
•
New Tactics and Activities 2016
Television commercial production of a 30-second spot
21 how-to videos for watermelon recipes and carvings
IDEA World Fitness Expo reaching fitness professionals
Today’s Dietitian Spring Symposium reaching registered dietitian influencers
Healthy Lifestyle Guide landing page at Watermelon.org
#100daysofwatermelon summertime social media campaign
Workout with Watermelon and #WatermelonWorkout fall campaign
Stay tuned to the Vineline and the Watermelon Update industry newsletters for updates
on these programs and more throughout the year. Please contact Stephanie Barlow,
Senior Director of Communications, at sbarlow@watermelon.org for more information. 2
;
Watermelon Update
April 2016
8th Annual Retail Display
Contest
Celebrate the summer with the sweet taste
of watermelon – and a fun display! That is
what we encourage retailers and
commissaries to do in the summer months.
Creative displays are a great way to create
excitement in the produce aisles and move
watermelons! The National Watermelon
Promotion Board (NWPB) and the National
Watermelon Association (NWA are hosting
their 8th annual retail display contest for all
retailers and commissaries that supply U.S.
watermelons in July and August.
The grand prize winner will receive $1,000
and the opportunity for two representatives
to attend the National Watermelon
Association convention in Lake Tahoe,
Nevada February 22-25, 2017. For additional
information, visit the “retailers” section of
watermelon.org.
Introducing the 2016 Retail Kit
NWPB releases a media kit each year
to target publications in order to gain
earned media. This year, NWPB did the
same for retailers by creating and
designing a kit to specifically target
retailers. It will provide information on
how to best promote watermelon,
ideas, resources, and the latest health
and consumer information. The retail
kit will be predominantly used for the
regional tradeshows with strong retailer
presence as well as given to NWPB’s
regional account managers for their
sales calls. To request more information
please email Juliemar Rosado at
jrosado@watermelon.org.
3
;
Watermelon Update
April 2016
Add Wow to Menus with Watermelon –
Introducing the 2016
Retail Kit
Foodservice
2016
As a part of the 2015/2016 fiscal year the National Watermelon Promotion Board
(NWPB) made the strategic decision to add Foodservice to the established Consumer
and Retail programs. Foodservice has a 47% share of food dollar in the U.S. so it is a
great audience that can help move volume through the supply chain. Moving into the
second year of the program, the focus remains the same; to get more watermelon on
foodservice menus year-around. Luckily watermelon has strong trends and research on
its side, making it a great addition to any menu. For example:
•
•
•
•
•
•
•
•
•
Produce is moving to the center of the plate, including watermelon
Minimizing food waste is leading to innovative ways to use the whole product
Consumers want to know where their food is coming from and are leaning more
toward fresh ingredients
Health continues to be a driving force in foodservice with obesity on the rise and
menu labeling laws coming into effect
Watermelon is the 27th most popular fruit on menus by penetration
Watermelon fits many menu categories and day parts and menu penetration is
stable across the country – perfect for a national chain
Watermelon is the fastest growing fruit on salad menus
Watermelon rind and seeds can be used to minimize waste
Watermelon’s health messages are multidimensional; hydration, lycopene,
4
;
Watermelon Update
April 2016
Foodservice Continued…
•
multiple vitamins, etc. and consumers say they will buy more watermelon if they
are privy to these messages
Watermelon can be used in unique ways including pickling the rind, compressing
the flesh and is a star on beverage menus
Similar to last year, the NWPB has approved a strategic, multifaceted program to reach
foodservice. Through foodservice media, menu-decision makers will receive education
and inspiration about watermelon. In 2016/2017 the Board will invest in video assets, in
addition to photography, to offer more tools to foodservice media. The Board will invest
in multiple events reaching culinary, marketing, supply chain and nutrition decisionmakers at foodservice. Audiences to reach include K-12 schools, college and university,
business and industry, independents, and regional and national chains. At these events
the NWPB will share information on cutting and yield, among other educational
messages, as well as sample watermelon dishes to inspire decision-makers. The NWPB
will also invest in menu development and marketing promotion of watermelon menu
items to help ensure those items are added to and stay on menus. New in 2016, the
NWPB will reach out to culinary students through lesson plans certified by the American
Culinary Federation. The lesson plans will include topics such as handling, nutrition, and
flavor pairing. Current chefs will also be able to use the lesson plans and
accompanying quizzes to fulfill ongoing credit needs.
There is a lot of work to be done within the Foodservice audience but the fun and
success is just beginning! To experience the tools and resources available to
Foodservice from the NWPB, please visit www.watermelon.org/foodservice or reach out
to Megan McKenna, Director of Foodservice and Marketing, at
mmckenna@watermelon.org.
Festival Programming
In an effort to disseminate watermelon messaging throughout festival audiences
across the country, NWPB has recently enacted the Watermelon Festival Support
Program. With a $10,000 budget to be divided among various festivals nationally, the
new program will help support up to five watermelon festivals per state with a fiscal
appropriation and free promotional materials. All concessions are given on a first
come, first served basis. For more information, interested persons should apply via their
state association or directly to Stephanie Barlow, Senior Director of Communications at
NWPB at sbarlow@watermelon.org or (407) 657-0261 x202.
5
;
Watermelon Update
April 2016
National Grocers
Association
Conference
Where will NWPB
be next?
Watermelon Queen Training – Orlando, FL
– April 9th – 10th
Canadian Produce Marketing Association
Convention & Trade Show – Calgary,
Alberta, Canada – April 12th – 15th
NWPB’s Juliemar Rosado
and Stephanie Barlow
were on-hand at the
National Grocers
Association Conference &
Expo in Las Vegas,
Nevada from February 28March 1. NWPB were firsttime exhibitors under
PMA’s Produce Pavilion
featured at the expo.
Often times independent
grocers may not be aware
of the resources
agricultural promotion
groups like the NWPB have
available to them. This
was a unique opportunity
where buyers and sellers
from the independent
grocery community have
exclusive conversations
with us around
merchandising needs.
Close to 3,300
independent supermarket
operators, wholesalers,
food industry service
suppliers and
manufacturers attended
this year's conference.
Most attendees that
stopped by our booth
were thrilled for us to be
there and appreciated
the resources we were
able to provide.
6