Watermelon continues to find its place on menus throughout the country despite the rapidly changing foodservice landscape. Partnering with both quick service and full service national chains in the spring and summer months, the National Watermelon Promotion Board (Board) focused on takeaway- and delivery-friendly options to not only include watermelon on the menu, but keep it top of mind with their customers.
Juice and smoothies played a prominent role in all of these promotions, allowing operators to experiment with watermelon’s flavor profile, while understanding that away from home, consumers most enjoy watermelon raw, as a snack or with lunch.
The Board worked with the following foodservice outlets:
-
Another Broken Egg – Chain wide usage in 74 outlets included a fruit side and
Watermelon Cucumber Cooler. This year, the promotion started earlier in the year (March 17) and, for the first time, the chain tested a savory application, Tacos Verano with Watermelon Salsa.
-
First Watch – Running June 1 through the end of August in 380 locations, the Watermelon Wake Up juice scored a 96/100 for frequency of ordering desire on Datassentials SCORES, a monthly report that tracks and ranks new menu items tested with consumers. Promotions included in-store chalkboards, e-blast, blog post and social.
-
Nektar – Expanded social media promotional elements including Instagram Live and Stories with Nektar founder Alexis Schulze and Board beverage consultant Tony Pereyra, amplified on Board channels. Offerings in 165 units included a smoothie and juice, running from June 15 until Labor Day weekend.
-
Robeks – Custom graphics on Instagram and Facebook promoting the Wailea Watermelon Smoothie, a customer favorite, in 84 locations.
“Adjusting to operators’ and consumers’ needs was a top priority this year,” said Megan McKenna, Senior Director of Marketing and Foodservice. “Additionally, leveraging
existing relationships with past partners has made executing programming straightforward and incredibly successful.”
“You know you have a hit when guests ask for more watermelon salsa on an already generous portion or my favorite, when a guests asked how much for a container to take home because they know a dozen other things that the bright, sweet, spicy, crunchy, salty goodness would go with!” said Jason Knoll, Vice President of Culinary, Another Broken Egg of America Franchising, LLC.
Looking forward to fall/winter programming, the Board will continue to monitor foodservice needs and consumer trends. For more information about the Foodservice program including how NWPB can support watermelon usage in the foodservice sector, visit watermelon.org/foodservice or contact Megan McKenna at mmckenna@watermelon.org.
About National Watermelon Promotion Board
The National Watermelon Promotion Board (NWPB), based in Winter Springs, Florida, was established in 1989 as an agricultural promotion group to promote watermelon in the United States and in various markets abroad. Funded through a self-mandated industry assessment paid by more than 800 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.
Watermelon packs a nutritious punch, with each serving providing an excellent source of Vitamin C (25%), a source of Vitamin B6 (8%), and a delicious way to stay hydrated (92% water), with only 80 calories. Watermelon consumption per capita in the United States was an estimated 15.6 pounds in 2019. Watermelon consumption in the United States was approximately 5.1 billion pounds in 2019. The United States exported an additional 321.2 million pounds of watermelon. For additional information, visit www.watermelon.org. 











Pollinator Partnership (P2) is proud to announce enhancements and improvements to its
Bee Friendly Farming Certified designation will apply to large-scale commercial farms, ranches, wineries and other land-use businesses that grow food and other resources. This certification will require compliance at registration and every third year to be validated in the seven specific criteria required to qualify. “From habitat to cover crops to best management practices, the Bee Friendly Farming Certified mark will identify farms engaged in science-based Bee Friendly Farming practices,” said BFF Coordinator Miles Dakin. “This enables us to enhance grower and pollinator benefits through greater engagement in nutrition, habitat, biodiversity and other guidelines.”
California dairy methane reduction programs are providing a valuable mitigation strategy in the state’s efforts to fight climate change. A growing body of evidence shows that the
There’s another reason why California’s climate-smart dairy programs stand out: they reduce methane. Unlike carbon dioxide (CO2) and other long-lived GHG’s, methane is short-lived in the atmosphere, which means a reduction can have a cooling effect within a shorter amount of time. Leading climate scientists are 
Fruit World Co., a family-owned, flavor-focused grower-shipper of organic and conventional fruit and the largest California grower of organic Thomcord grapes, has announced that it expects to begin shipping this popular variety the first week of August in new high-graphic 2 lb recyclable paper totes. Known for being especially aromatic and flavorful, Thomcord grapes are a hybrid of Concord and Thompson Seedless grapes.
The company also announced that it will continue a consumer engagement program first used in 2018 and then again last year that encourages consumers to text Fruit World about their Thomcord grape eating experience. Dubbed “Thomcord Tales,” the campaign involves “Text-me” cards being added to packages, and has proven to be a fun and easy way for consumers to provide feedback.
About Fruit World Co.



Following a decade-long effort, scientists have mapped out the genome of an aphid-like pest capable of decimating vineyards. In so doing, they have discovered how it spreads — and potentially how to stop it.
On July 27th, the Raisin Bargaining Association’s Board of Directors offered their Signatory Packers a sliding scale fixed price of $1500-$1900/ton (depending on crop size) for the 2020 Natural Seedless Raisin Crop.