Consumer research from the National Watermelon Promotion Board shows insights into the evolving preferences and behaviors of younger watermelon consumers aged 18-34. This study reveals that this demographic is more health-conscious, exhibits creativity in the kitchen and has more adventurous palates, demonstrating an enthusiasm for cooking and exploring new watermelon recipes.

While family-owned Wada Farms is known for being one of the nation’s largest suppliers of fresh potatoes, onions and sweet potatoes, the company also continues to be a go-to name in watermelons.

What started as a niche program located in North Carolina has now become a strategic alliance of grower partners in Florida, Georgia, Alabama, South Carolina, North Carolina, Delaware, Michigan, Indiana, Missouri, Arkansas, Oklahoma and Texas.

As the calendar flips to June and the mercury begins to climb, watermelon sees a surge in popularity as people turn to the popular summertime fruit to help keep cool and stay hydrated.

But it doesn’t hurt to remind consumers that watermelon is nutritious and versatile, and something that should be on their everyday shopping list.

The National Watermelon Promotion Board looks to keep watermelon top of mind for consumers with its Simply Watermelon campaign.

As the scorching summer heat begins to blanket the land, the anticipation for the sweet, refreshing taste of watermelon surges. What better way to celebrate this beloved summer fruit than with a retail merchandising contest that not only engages stores but also delights customers?

Traditionally held from July to August, this year’s contest is moving the date up to June through August, extending the excitement and maximizing the season’s potential.

The National Watermelon Promotion Board successfully completed a media training session tailored for state and national watermelon queens. Held in Orlando, FL, on April 20, this initiative aimed to empower watermelon queens, the ambassadors of the watermelon industry, with essential skills in media engagement and communication.

The National Watermelon Promotion Board released its latest consumer research and marketing guide designed to arm retailers and producers with information to make fact-based strategic decisions and build awareness of the opportunities within the watermelon category.