Market Minute: Temperatures heating up watermelon promotions

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.

Water can comprise up to  90 percent of watermelons — and the heaviest watermelon on record was grown in Tennessee weighing in at 350 pounds in 2013.

Watermelons are now a 52-week item in the produce department. When summer temperatures start to rise, there is a bigger demand for them by shoppers. So, now is the time to place those bins of melons outside the stores — if allowed — and in an open location indoors. Incremental sales and higher profit can be experienced from cut melons. Cut, diced chunks of watermelon sell very well in cups and earn high profit.

The watermelon supply in Florida and Mexico is running steady on all sizes. An abundance of seedless watermelons are very promotable out of Florida and are outstanding in quality. The mini melons are also steady out of Mexico.

Massive displays of seeded, seedless and mini watermelon varieties will boost sales throughout the hot summer months. Now is the right time to go after those sales.

Suppliers are ready to meet your needs with product and pricing. Meet with them now.

Ron Pelger is a produce industry adviser and industry writer. He can be contacted at 775/843-2394 or by e-mail at [email protected].