Robinson Fresh has developed a formula for success when it comes to distribution of watermelons. “Robinson Fresh sources melons grown throughout North, Central, and South America as well as Europe, making this a truly global category for the company as we strive toward global year-round production on all continents,” Category General Manager Josh Knox told The Produce News.

Robinson Fresh continues to support cause marketing through its MelonUp! Pink Ribbon watermelon program. (Photo courtesy of Robinson Fresh)The company is currently moving mini seedless, seeded and seedless watermelon, as well as yellow honeydew. “Within the mini seedless watermelons, the melons are harvested with optimal rind thickness allowing for the fruit to be transported and merchandised in bins,” Knox said. “The bins are a cost savings for retailers, and we’ve seen sales increase when merchandised in this fashion.”

Retail customers continue to benefit from Robinson Fresh’s knowledge of the category. “Our goal is similar to a retailer’s goal when it comes to the melon category: increase consumption,” Knox said. “By marketing melons to retail, wholesale and foodservice customers around the world, Robinson Fresh is committed to maximizing sales and works to determine their needs through the utilization of an in-house analytics team. Our goal is to collaboratively work with our customer base in order to create supply. We feel the best way to exceed expectations is by working together with the demand side to create the optimal supply chain. This analytics team suggests to retailers new fixtures or [point-of-sale] ideas for merchandising product as well as recommend fruit sizing or packaging options. In the end, Robinson Fresh is able to provide valuable insights to the melon marketplace from the grower all the way to the consumer.”

A benefit of this collaboration is the ability of Robinson Fresh and its customers to increase consumer consumption of melons while, at the same time, meeting or exceeding their expectations. “A great example is our MelonUp! Pink Ribbon watermelon program, a comprehensive cause-marketing program designed to promote breast cancer awareness and the health benefits of watermelon,” Knox said. “A portion of watermelon proceeds from every MelonUp! Pink Ribbon watermelon is donated to breast cancer organizations on behalf of the participating retailer while staying in the community where the funds were raised.”