A variety of weather-related issues have delayed planting or necessitated replanting in some watermelon production areas around the country, which may lead to a delayed harvest of a week or more in those locations. But in general, “we are very optimistic about this season,” Mark Arney, executive director of the National Watermelon Promotion Board in Winter Springs, FL, told The Produce News. “Overall, it is shaping up to have a really quality watermelon crop.”

Most of the watermelons in the U.S. market were coming from northern Mexico, with production below normal due to weather issues, although quality remained high as growers were “being cautious about what they are harvesting,” Arney said. Imports from Central America, predominantly Honduras and Guatemala, were also down, but quality remained good.

The lighter-than-normal import volume has put upward pressure on prices, which Arney said is “a good thing, because you want to go into the domestic season with a strong market.”

He expected the first domestic shipments of the year to come out of the Immokalee area of southern Florida before the end of March, with initial light volume, picking up around April 10.

Production will move northward as the season progresses. He expected Central Florida to start around mid- to late April. West Florida could start as early as  the middle of May, and Georgia will likely be into June, he said.

Many Texas watermelon growers experienced delays or disruptions in their planting this year due to the big spring freeze, Arney said. “I talked to one of the [NWPB] board members who said that he has never seen it this cold in South Texas.”

Some Texas growers, seeing cold temperatures in the forecast, planted but covered the fields with black plastic to absorb warmth from the daytime sunshine and give protection through the night. Others chose to delay planting, even though it might mean missing early market opportunities.

The cold was more severe than anyone expected, and daytime weather was gloomy with little sunshine, so many of those who planted lost some or all of their crop and had to replant, an added expense as well as a delay. With the good weather following the freeze, some of those who waited to plant have seen their young plants begin to catch up with those that were planted earlier and survived the freeze.

“They are still looking at probably seven to 10 days late in some of the areas and may be looking at a harvest start date of around May 10,” Arney said. Other areas could be as late as the third week of May.

“Farming is always a gamble,” he said. “But even with the delay, it’s looking really good. The weather has improved, and everybody that I talked to has a real optimistic attitude.”

In California, the early production areas in the Coachella and Imperial valleys may start as early as May 10, he said.

Although many states produce watermelons commercially, Florida, Georgia, Texas and California account for nearly 80 percent of domestic production according to the USDA Economic Research Service. Domestic production currently accounts for about two-thirds of U.S. watermelon consumption.

Domestic production has remained fairly steady, and imports have increased in recent years as watermelon consumption continues to rise. Mexico accounts for about 80 percent of imports, with Honduras and Guatemala making up most of the balance.

Retail sales of watermelons have remained strong during the past year, but retail advertising, especially for the major supermarket chains, has been down. However, that is now starting to pick up.

“The ever-changing promotional opportunities at retail are now more robust and include in-store, digital, and social media marketing components, providing customer reach for product and nutrition education beyond the brick and mortar element,” said Juliemar Rosado, NWPB’s director of retail marketing. “NWPB will continue supporting retailers by contracting with merchandising representatives that manage various retail accounts across the U.S. and Canada.”

“With in-person events coming back this spring and summer, the NWPB will host in-person and virtual watermelon tastings to reach foodservice media and operators,” said Megan McKenna, senior director of marketing and foodservice for NWPB. “The board will continue custom front and back of house operator support with food and beverage menu ideations and marketing promotional support for Spring and Summer LTOs.”

“Spring-summer watermelon consumer promotion theming is centered around ‘Back to Basics’ education and inspiration across all digital platforms. Encouraging consumers to brush up on the basics of selecting, storing and using watermelon to its fullest, NWPB will be posting on the website, blog and social media channels Back to Basics tips and tricks as well as watermelon recipes, carvings, nutrition information and usage ideas,” said Stephanie Barlow, senior director of communications.