Increasing consumption is at the core of NWPB’s mission
Increasing consumption is at the core of NWPB’s mission
The National Watermelon Promotion Board’s mission centers on a single, industry-wide objective: increasing consumer demand for watermelon.
As the watermelon industry gets set to gather for its annual convention Feb. 19-22 in St. Pete Beach, FL, NWPB continues its year-round work to support this industry by strengthening watermelon’s relevance, visibility and value in an increasingly competitive marketplace.
A focus of NWPB’s efforts is reinforcing watermelon as a year-round fruit, according to Juliemar Rosado, director of retail and international marketing.
“Through research-informed promotion and consistent messaging, the NWPB works to move watermelon beyond seasonal perceptions and into everyday usage occasions,” she said. “Campaigns emphasize health value, versatility and happiness, positioning watermelon as a natural fit for modern lifestyles and evolving eating habits.”
Rosado said that retail remains a cornerstone of NWPB’s demand-building strategy, and the board supports retailers through in-store and digital promotional programs, assets and educational resources designed for produce teams at every level.
“Ongoing collaboration helps ensure consistent execution at store level while reinforcing key watermelon talking points,” she said. “These efforts help retailers confidently promote watermelon throughout the year and convert shopper interest into purchases.”
Foodservice also plays an important role in expanding demand, and NWPB works to increase watermelon usage across a variety of foodservice segments by highlighting menu versatility, operational flexibility and broad consumer appeal.
“From limited-time menu features to everyday menu integration, watermelon continues to resonate with operators seeking fresh, nutritious options that appeal to diverse audiences,” added Megan McKenna, senior director of marketing and foodservice at NWPB. “Menu penetration increased approximately 30 percent since 2021, rising from 12.5 percent of restaurants to an estimated 16.3 percent of operators currently featuring watermelon on their menus.”
Clear, consistent communication is central to NWPB’s approach, according to Stephanie Barlow, senior director of communications at NWPB, who said the board invests in integrated communication efforts that include digital campaigns, social media, influencer partnerships and outreach to engage with consumers where they seek information.
“These channels allow NWPB to tell watermelon’s story in ways that are relevant, engaging and easy to act on, while reinforcing a unified message across the consumer journey,” said Barlow.
Research is another focus for the National Watermelon Promotion Board, as it supports and strengthens all communication and promotional efforts. Mark Arney, executive director at NWPB, said the board continues to invest in research that helps validate messaging, inform education and provide credible content for retailers, foodservice operators and consumers.
“By grounding promotion in research, the board ensures its efforts remain effective, trusted and aligned with long-term category growth,” said Arney.
Looking ahead, Arney said NWPB is committed to collaboration, innovation and long-term growth. By aligning research, communication, retail and foodservice initiatives, the board plays a vital role in driving demand and supporting the continued success of the watermelon industry.
