The Texas Watermelon Association has launched a refreshed brand identity, including a bold new logo and redesigned website at www.texaswatermelons.com.

The Independent Grocers Alliance and the National Watermelon Promotion Board partnered to launch a robust second-half 2025 shopper marketing and retailer education campaign designed to boost watermelon awareness, drive in-store engagement and support IGA retailers in delivering fresh, family-friendly solutions to their customers. 

Did you know the watermelon was portrayed in Egyptian hieroglyphics? They actually originated in southern Africa well over 5,000 years ago before being cultivated in Egypt. Then they started their spread into China and Europe by trade route explorers.

Supplies of domestic watermelons were light coming into May, but as Florida production starts picking up in the middle of the month, Wada Farms Marketing will be busy shipping through September, as the season progresses from the Southeast to Mid-Atlantic states.

Norman Brown, Wada Farms’ director of sweet potato sales, also manages the Idaho company’s watermelon program in the east from its Raleigh, NC, sales office and distribution center. As Florida supplies pick up, heading into June, Brown is optimistic.

Leger & Son, based in Cordele, GA, began harvesting watermelons in northern Florida and Georgia the last week of April with hopes for a stable market this season.

Few things are as emblematic of summer as a big juicy watermelon on a hot day. As the watermelon industry prepares for its high season, the National Watermelon Promotion Board is set to launch a bevy of promotions to make sure America’s favorite summer fruit is top of mind with consumers.