Working with a handful of growers and shippers, two major paper manufacturers and the National Watermelon Promotions Board, the National Watermelon Association has created a new bin that it hopes will gain traction at retail as the primary vehicle to represent the watermelon industry.

NWA calls the new bin a “marketing vehicle that will sell more watermelons at retail.”

The current retail point-of-purchase landscape is fractured, with shippers and other suppliers utilizing their own bins or generic versions created for the industry. The new bin will provide a consolidated approach that the NWA believes will let consumers know they have found what they are looking for.

“With over 200 different [bins] in use currently within our own industry, it is vital for us to come together as much as possible to create a brand awareness,” NWA Executive Director Bob Morrissey told The Produce News. “Our mantra moving through the graphics portion of the project was — and is — to make watermelon the hero. The graphics alone will sell more watermelons, and that is what we desire in this process, along with reducing inventories, SKUs and costs.”

Morrissey said the NWA approached the design of the new bin with very specific goals in mind:

• Create a bin that will sell more watermelons. 
• Eliminate the clutter of wording and logos.
• Make a single, common file available to all paper companies and shippers.
• Minimize SKUs nationally to reduce costs.
• Create a national marketing footprint at retail.

The new pre-print bin is now available for the summer 2014 season. The NWA is encouraging all shippers, retailers and paper manufacturers to use the new bin as a replacement for any other bins. NWA makes clear this is not a bin designed simply to become another SKU.

NWA believes the final version of the bin will reduce costs, increase sales and create a national presence at retail. But there were other viable candidates considered and some of those will get another look in the future.

“There were a number of variations that the development group looked at, which led to this one selection,” Morrissey said. “Our plan moving forward is to review it annually, and tweak it as necessary to stay current while striving to appeal to consumers. Recognition at retail is the priority.”  

The new bin is another example of the work NWA does for its members, from lobbying on Capitol Hill to coordinating the annual Watermelon Queen competition.

“We want to end each day knowing that we have done something for the better good of our members,” Morrissey said. “The corrugated bin initiative is one of those achievements where we will be able to see concrete results and know that we have contributed to the success of our members and the crop industry. Once we begin to see the build of these watermelon bins at retail in the thousands, we will be pleased. The heavy lifting is just beginning at the selling side to gain acceptance. The future looks very bright and watermelon will be the hero.”