WINTER SPRINGS, Fla. — National Watermelon Promotion Board (NWPB) has launched an online toolkit to promote watermelon during the winter months. Housed at www.watermelon.org/wintermelon, the new landing page is designed as a resource for retailers, media and industry members, such as watermelon importers, to help position and promote watermelon year-round.
Although year-round watermelon promotion is not new, in the past few years the Communications team at NWPB has created several new resources in support of winter watermelon marketing efforts. Those assets have been curated in a user-friendly, easy-to-navigate format and include:
- Lifestyle “sizzle reel” video
- Fun and energetic Wintermelon graphics and logos
- Social media sample posts
- Lifestyle images with people, including kitchen prep and grazing boards
- Recipes, like a Watermelon Mule
- Carvings, such as Christmas Tree cut outs and Snowman
- Health and nutrition messages
“It is not only our responsibility to promote watermelon year-round, but also to support others’ marketing efforts as well,” said Stephanie Barlow, Senior Director of Communications. “While watermelon is synonymous with summertime, in the winter it is a welcome treat that provides happiness and healthiness for the family. At 92% water, it has the hydration we need every day of the year and also the excellent source of vitamin C helps keep us healthy during holidays, whether spending time indoors or out in the cold.”
This new bank of assets – images, video and Wintermelon graphics – is available to encourage winter watermelon sales and marketing efforts.
“The Board has learned that if retailers stock watermelon in the winter, their customers will purchase it. We need to move past the summer-only bias. We are breaking the mold by educating on watermelon being a year-round fruit. Consumers want a dose of happy in the winter, a sweet treat that makes them feel good. Watermelon is a wintertime win!”
All promotional materials are free to download and use and can be found at https://www.watermelon.org/wintermelon-toolkit/. For more information about the Wintermelon Toolkit or the Board’s support of year-round watermelon promotion, contact Stephanie Barlow, Senior Director of Communications at sbarlow@watermelon.org.
About National Watermelon Promotion Board
The National Watermelon Promotion Board (NWPB), based in Winter Springs, Florida, was established in 1989 as an agricultural promotion group to promote watermelon in the United States and in various markets abroad. Funded through a self-mandated industry assessment paid by more than 800 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.
A serving of nutrient-dense watermelon provides an excellent source of Vitamin C (25% DV), a source of Vitamin B6 (8% DV), and a delicious way to stay hydrated (92% water), with only 80 calories per 2-cup serving. Watermelon consumption per capita in the United States was nearly 16 pounds in 2021. Watermelon consumption in the United States was nearly 5.6 billion pounds in 2021. The United States exported an additional 375 million pounds of watermelon. For additional information, visit www.watermelon.org.
–Stephanie Barlow, National Watermelon Promotion Board
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