It’s pedal to the metal time now that the number four Watermelon.org Chevy is hitting the NASCAR circuit for the National Watermelon Promotion Board. Stephanie Barlow, NWPB director of public relations and social media, said racecar driver Ross Chastain — who kicked off the NASCAR schedule in Richmond, VA, Talladega, AL and Dover, DE — now has his sights set on the Daytona 500 on July 4. Chastain’s action-packed schedule in the Watermelon.org Chevy concludes at the Darlington Raceway in South Carolina on Labor Day.

“We’ve started a ‘Show Us Your W’ campaign for social media tagging and upping the response to watermelon giveaways at these events,” said Barlow. “We ask people to post a picture online showing us a W with the hashtag #WatermelonFTW [for the win]. We have Ross posting, the watermelon queens posting, and the Watermelon Board posting, driving traffic and excitement to watermelon.”

The board participates in the Marine Corps Marathon, helping to rehydrate, replenish and recover athletes. Barlow said people can learn more about watermelon’s health benefits to the active running community at related events, and fruit is frequently served at the finish line. “Not only do we give away a truckload of watermelon to thousands and thousands of runners and their supporters, but we are also educating about the health, value and versatility benefits of watermelon year-round,” she commented.

The National Watermelon Promotion Board will once again sponsor retail contests during the summer designed to increase watermelon sales. (Photo courtesy of the National Watermelon Promotion Board)It’s officially a record breaker: the board has received over 120 entries for the 2015 carving contest. “This year, we are splitting the contest in two, offering the same contest for experienced and beginner carvers,” Barlow said. “There is just so much talent and creativity out there. We award extra points for originality but also best use of other produce items and the staging of the entry photo.”

Last year, a Star Spangled Watermelon category was added, commemorating the 200th birthday of the country’s national anthem. This year, cash prizes will be awarded to first-, second- and third-place winners in the categories of Most Elegant, Best Fruit Basket, Best Animal, Funniest and Star Spangled.

“The first 25 entries get a watermelon cutting board entry prize as well,” Barlow continued. “Then we award a grand prize People’s Choice voted online through a gallery, and this year we are introducing a Judges’ Choice. Again, cash prizes. All together, we are giving away over $3,000 in cash.”

On the retail level, summertime promotions will focus on the watermelon queen program and the busy schedule of in-store watermelon sampling and giveaways, organized by each of the board’s state chapters. “Also, the big July Retail Display contest which has a heavy [Defense Commissary Agency] participation,” she added.

The board is in the inaugural year of its new foodservice program. Barlow said the goal is to better understand the opportunity and help the foodservice audience, and strong research initiatives are being developed. “The first research initiative is Datassential Menu Trends research to understand the current landscape for watermelon at foodservice,” she said.

The board also plans to invest in a cutting, yield and storage study to better arm the foodservice industry with the tools needed to balance the yield and time it takes to cut a watermelon as well as strategies to make the fruit last once it’s cut.

“The NWPB’s first big splash with foodservice media will be the International Foodservice Editorial Council’s Reception at the National Restaurant Show,” Barlow continued. “The board will network with foodservice media as they try the Watermelon Rind Slaw and Watermelon Bruschetta [recipes].”

NWPB is working to make contacts at the commercial and non-commercial foodservice level with chefs and operators to get more watermelon on menus. “Sponsoring events such as the National Association of College and University Food Services, PMA Foodservice and The Flavor Experience will help the board make the connections necessary and highlight the versatile watermelon and its many menu applications,” she went on to say.

The board is also looking for promotion partners within chains and universities in 2015. “Consumer awareness of having a watermelon menu item only helps to inspire consumers to buy a watermelon and try the recipe out at home,” Barlow said.