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The NWPB is in its first year of its foodservice program and to better
understand the opportunity and help the foodservice audience, the Board
is starting with strong research initiatives.;The first research initiative is
Datassential Menu Trends research to understand the current landscape
for watermelon at foodservice. Here are some high level results:
• Watermelon shows up on 8.4% of the commercial restaurant menus
scanned in the United States
• In the Menu Adoption Cycle consisting of Inception, Adoption,
Profliferation and Ubiquity, Watermelon falls in Adoption - a great place
to be as the NWPB launches a foodservice program
• Watermelon penetration is fairly stable across all regions of the US
which is great for national chains and success with regional chains
across the country;
• Watermelon is currently mentioned the most in appetizers and
beverages on menus
More in-depth research results will be shared in a press release from the
Board to foodservice and produce trade media. This summer the Board is
also investing in a Cutting, Yield and Storage Study with the University of
Oregon, to better arm the foodservice industry with the tools they need to
balance the yield and time it takes to cut a watermelon, as well as how to
make it last the longest once it is cut. The research includes analysis of 50
watermelons each for 36, 45, and 60 count. Results will be available fall 2015.;
The NWPB's first big splash with foodservice media was the International
Foodservice Editorial Council's Reception at the National Restaurant Show
in May. The Board networked with foodservice media as they tried the
Watermelon Rind Slaw and Watermelon Bruschetta. The Board will be reaching
out to foodservice media through press releases as well as a product delivery
this summer. Foodservice media is an important part of the program because
chefs read these publications to be inspired by new opportunities.
In addition to foodservice media, the NWPB is working to make contacts at
commercial and non-commercial foodservice outlets, with chefs and operators,
to get more watermelon on menus. Sponsoring events such as the National
Association of College and University Food Services, PMA Foodservice, and
The Flavor Experience will help the Board make the connections necessary and
highlight the versatile watermelon in many menu applications. Through these
contacts and others, the NWPB is also looking for promotion partners for 2015
including chains, universities, and other foodservice concepts. Increasing
watermelon on menus increases awareness and helps to inspire consumers to
buy a watermelon and try a recipe at home.
With successful in-store promotions completed in the US and Canada,
retailers are realizing the value in the resources available to them for
promoting watermelon in their stores.
NWPB has a huge variety of resources, materials, and more all
available online and easily accessible. Everything can be found
by clicking the “Retailers” link on our main page, or by visiting
http://www.watermelon.org/retailers.
If you click on the Retail Toolbox link, you can find
consumer research, information sheets, useful
headlines for promoting watermelon online, and more.
If you are planning an event, you can use the “Watermelon Queens” link
to get information on the Watermelon Queen program. They are available
to represent the watermelon industry at media interviews, store grand
openings, special events, and many other places.
Does a retailer have a creative watermelon display in their store? The
deadline to submit it to the Retail Display Contest is September 4th!
Use the sidebar link, to learn how to enter.
And that’s not all! Using the Freebies link at the bottom of the page, you
can get a hold of POS items – posters, stickers, brochures, and other
materials as well as double-sided recipe cards for sampling, demos, or
take-homes. Head on over and find everything you need today!
The new website is organized into purposeful paths, guiding a consumer from
awareness to consideration to purchase. It is a cohesive experience optimized
for delivering watermelon nutrition education, usage ideas and seasonal
promotions to your device quickly, intuitively, and beautifully.
New homepage
Welcoming central station with
destinations for watermelon
newbies and adventure seekers
alike.
Spotlights partners and
promotions. Highlights top traffic
drivers – watermelon recipes
and carvings.
Frequently promotes new
content, ensuring a fresh
experience and path with each
visit.
Changes format for different
devices, streamlining content
for best viewing, adapting to
changing screen size and view
choice.
