California Ag Network

Tag: NWPB

  • Scientific Literature Review Confirms Watermelon’s Health Potential

    Watermelon is a unique fruit with compounds that may have health effects throughout the body, supporting normal cardiovascular and metabolic health. According to a new comprehensive review of the scientific literature on watermelon, eating watermelon regularly may help promote health. This research paper, authored by Britt Burton-Freeman, Ph.D., and colleagues from Illinois Institute of Technology was recently published in the journal Current Atherosclerosis Reports.

    “Research is unveiling the health-promoting potential of watermelon. The current literature review provides evidence that watermelon intake and citrulline supplementation lower blood pressure in human trials. Although more research is needed, favorable effects on lipids/lipoprotein metabolism are emerging based on the data we reviewed and reported in preclinical models,” said lead author Burton-Freeman.

    According to the research, watermelon contains essential vitamins, minerals, antioxidants and amino acids. It also contains the amino acids citrulline and arginine, which both act as a precursor to nitric oxide, a molecule that plays a role in blood pressure regulation, lipid reduction and glucose control. Polyphenols and carotenoids, particularly lycopene, are also abundant in watermelon. The nitric oxide benefits of citrulline and arginine coupled with the bioactivity of polyphenols and carotenoids found in watermelon suggests that this fruit may support normal cardio-metabolic health.

    Burton-Freeman and colleagues reviewed the preclinical and clinical trial evidence published from 2000 to 2020 to assess watermelon intake and citrulline (a signature compound found in watermelon) on cardiovascular and metabolic outcomes, and to identify future directions important for establishing dietary guidance and recommendations. They explored studies related to the whole fruit as well as citrulline supplementation, focusing on key cardio-metabolic risk factors. More research is needed to confirm findings of the studies identified in this literature review.

    The investigators concluded that watermelon provides a combination of nutrients and phytochemicals working across multiple mechanisms to induce biological effects. Citrulline and arginine are central to these cardio-metabolic effects, and polyphenols, lycopene, potassium and magnesium contribute as well.

    Continued research is needed to determine the level of sufficient intake for clinical outcomes and will also need to be studied in a variety of populations. Research on the whole fruit and its products (i.e., juice) is also needed to help determine the level of sufficient intake. The research identified additional potential benefits from watermelon consumption that warrant further research, such as body weight control (possibly through satiety mechanisms), glucose control, and brain and gut health.

    Low fruit intake is one of three dietary factors associated with death from cardiovascular disease (CVD) and type 2 diabetes (T2DM), as are high salt intake and low whole-grain intake. These dietary factors affect people regardless of age, sex and other socio-demographic variables.1 Recent research also

    shows that eating a variety of fruit helps reduce the risk of T2DM2, while the amount of fruit and the type of fruit selected provide cardiovascular benefits.

    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% DV), a source of Vitamin B6 (8% DV), and a delicious way to stay hydrated (92% water), with only 80 calories per 2-cup serving. Watermelon consumption per capita in the United States was an estimated 16 pounds in 2020. Watermelon consumption in the United States was approximately 5.3 billion pounds in 2020. The United States exported an additional 359 million pounds of watermelon. For additional information, visit www.watermelon.org.

    References

    1. Afshin A, Sur PJ, Fay KA, Cornaby L, Ferrara G, Salama JS, et al. Health effects of dietary risks in 195 countries, 1990–2017: a systematic analysis for the Global Burden of Disease Study 2017. Lancet. 2019. https://doi.org/10.1016/S0140-6736(19)30041-8.

    2. Cooper AJ, Sharp SJ, Lentjes MAH, Luben RN, Khaw K-T, Wareham NJ, et al. A prospective study of the association between quantity and variety of fruit and vegetable intake and incident type 2 diabetes. Diabetes Care. 2012. https://doi.org/10.1016/S0140-6736(19)30041-8.

    3. Bhupathiraju SN, Wedick NM, Pan A, Manson JE, Rexrode KM, Willett WC, et al. Quantity and variety in fruit and vegetable intake and risk of coronary heart disease. Am J Clin Nutr. 2013. https://doi.org/10.3945/ajcn.113.066381

    4. Burton-Freeman B, Freeman M, Zhang X, Sandhu A, Edirisinghe I. Watermelon and L-Citrulline in Cardiometabolic Health: A Review of the Evidence 2000-2020 

  • National Watermelon Promotion Board Seeks Directors

    The National Watermelon Promotion Board (NWPB) will hold a nomination teleconference on Wednesday, February 16th, 2022 at 8:00 A.M. (PT) for district 4 and Wednesday, February 16th, 2022 at 10:00 A.M. (PT) for district 5 to nominate qualified watermelon producers and watermelon handlers to fill open positions as directors of the Board.

    District 4 — The States of: Connecticut, Delaware,Illinois, Indiana, Kentucky, Maryland, Massachusetts, Maine, Michigan, NewHampshire, New Jersey, New York, Ohio, Pennsylvania, Rhode Island, Vermont,Virginia, West Virginia, Wisconsin, and Washington, DC.District 5 — The States of: Alaska, Arizona, California, Colorado, Hawaii, Idaho, Iowa, Kansas, Minnesota, Missouri, Montana, Nebraska, Nevada, New Mexico, North Dakota, Oregon, South Dakota, Utah, Washington, and Wyoming.

    The NWPB encourages all women, minorities and persons with disabilities who qualify as watermelon producers and handlers to attend the meeting and run for nomination to the NWPB.

    All watermelon producers and handlers in District 4 & 5 are encouraged to attend and vote to nominate their representatives to the NWPB. Nominations are submitted to the U.S. Department of Agriculture (USDA), and the Secretary of Agriculture makes the final appointments to the NWPB. The newly appointed Board members term of office will begin on January 1st, 2023, and end December 31st, 2025.

    The Board members administer promotion and research programs for watermelon. The NWPB works to increase consumer demand for watermelon and expand domestic and foreign markets through its marketing, consumer public relations and education programs. The non-profit Board works with an administrative staff to enact retail, foodservice and media promotions and research programs.

    All Board members are required to attend two meetings each year to become familiar with and develop the Board’s variety of marketing, research and education programs.

    The NWPB represents about 800 commercial watermelon producers, handlers and importers that finance all of the Board’s programs through assessments on watermelons as authorized by the Watermelon Research and Promotion Act. The 30-member Board is currently comprised of 10 producers, 10 handlers, 9 importers, and a member who represents the public.

    Board members are nominated by their peers, and nominations are submitted to the U.S. Secretary of Agriculture, who makes final appointments to the Board. These board members oversee all aspects of the Board, including setting policies and deciding how the Board’s budget is invested in promotion, research and education programs. The USDA’s Agricultural Marketing Service monitors the Board’s operations.

    To be eligible for nomination, producers must grow 10 or more acres of watermelon, and handlers must be the first handler of watermelon, according to §1210.306 and §1210.308 of the Watermelon Research and Promotion Plan.

    Consistent with §1210.403, the NWPB will allow proxy voting for Board nominees. Individuals wishing to vote by proxy should prepare signed, dated statements, including the proxy voter’s printed name, address, telephone number, identity as a producer or handler, and the name of the individual authorized to cast the proxy vote. These statements should be given to those authorized to cast the proxy vote, who will then provide the statements to the NWPB no later than Wednesday, February 2nd, 2022.

    The producers and handlers appointed to the Board will represent the NWPB’s interests throughout the district in meetings and other forums, and should be dedicated to supporting the Board’s marketing, promotion, research and education programs.

    Additional information regarding the elections and nomination procedures may be obtained by contacting NWPB Director of Operations & Industry Affairs Rebekah Dossett (407) 605-5984 or Industry Affairs Manager Andrea Smith (407) 613-2972.

  • National Watermelon Promotion Board Partners with Disney and Pixar’s Luca

    It will be a summer of adventure for National Watermelon Promotion Board (NWPB), thanks to a month-long collaboration with Disney and Pixar’s original feature film Luca, which streams exclusively on Disney+ starting June 18.

    “Luca” is a fun and heartwarming story about friendship, stepping out of your comfort zone and an extraordinary pair of sea monsters who experience a life-changing summer. Watermelon makes a special cameo in the film as sea monsters Luca and Alberto, who look human when they’re dry, venture beyond the surface to the Italian seaside town of Portorosso to see—and taste—all this new world has to offer.

    The Joy of Watermelon Meets the Thrill of Pixar

    As part of its collaboration, NWPB has developed the “Unforgettable Summer” campaign, connecting watermelon and Luca’s inherent themes of summertime joy and happiness.

    Throughout the month of June, NWPB will encourage people nationwide to visit a special landing page (Watermelon.org/PixarLuca) to either share an unforgettable summer adventure they’ve had or would like to have in 2021.

    Individuals who share their stories and dreams are entered for the chance to win weekly prizes, such as Lucamerchandise or one grand prize of an “Unforgettable Movie Night” prize pack which includes an Outdoor Movie Projector, Projector Screen, Popcorn Maker, Watermelon Slicer and a BlendJet.

     

    “Watermelon and summertime adventures go hand-in-hand, which makes our collaboration with Disney and Pixar’s Luca a perfect pairing,” said Stephanie Barlow, Senior Director of Communications, NWPB. “While watermelon is incredibly versatile, there’s no denying most everyone associates enjoying watermelon with our best summer memories – whether it’s family picnics, weekend getaways or unforgettable vacations. That connects directly with the themes of Luca, which arrives just as we find ourselves in peak watermelon season.

    “Our members are incredibly excited about the “Unforgettable Summer” campaign, as well, and look forward to sharing with their stakeholders in the months ahead,” Barlow added.

    On the Watermelon.org landing page, visitors also will find:

    • The world of Luca brought to life.
    • The film’s trailer.
    • Watermelon recipes inspired by Italian cuisine – such as “Watermelon Pizza alla Italia” and “Watermelon Caprese alla Feta.”
    • A chance to enter the “Unforgettable Summer” Sweepstakes*.

    Promotions Online and In Social

    To draw people to the landing page, NWPB will promote the collaboration on its social channels as well as via pre-roll digital ads – all targeting watermelon lovers while drawing new fans and followers of Pixar and Luca.

    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% DV), a source of Vitamin B6 (8% DV), and a delicious way to stay hydrated (92% water), with only 80 calories per 2-cup serving. Watermelon consumption per capita in the United States was an estimated 16 pounds in 2020. Watermelon consumption in the United States was approximately 5.3 billion pounds in 2020. The United States exported an additional 359 million pounds of watermelon.

    About Disney and Pixar’s LUCA

    Set in a beautiful seaside town on the Italian Riviera, Disney and Pixar’s original feature film “Luca” is a coming-of-age story about one young boy experiencing an unforgettable summer filled with gelato, pasta and endless scooter rides. Luca (voice of Jacob Tremblay) shares these adventures with his newfound best friend, Alberto (voice of Jack Dylan Grazer), but all the fun is threatened by a deeply-held secret: they are sea monsters from another world just below the water’s surface. Directed by Academy Award® nominee Enrico Casarosa (“La Luna”) and produced by Andrea Warren (“Lava,” “Cars 3”), “Luca” debuts exclusively on Disney+ on June 18, 2021.

    *Open to legal residents of the 50 United States and D.C., age 18 or older. Void where prohibited. Sweepstakes starts June 1, 2021 and ends at 11:59 p.m. EST on July 2, 2021. For full official rules and to enter, visit www.Watermelon.org/PixarLuca. Sponsored by National Watermelon Promotion Board, 1321 Sundial Point, Winter Springs, FL 32708.

  • Watermelon Board Fall-Winter Marketing Tactics

    On the heels of strategic planning and virtual Board meeting, which took place October 23, National Watermelon Promotion Board (NWPB) is entering in to the fall and winter months well-positioned to strengthen demand for watermelon. Considering more than 30% of watermelon is consumed in the fall/winter months, year-round promotion is an integral part of NWPB programs.

    While each department at the Board has a different audience – including consumer, foodservice, retail and international – consistent programming strategies throughout the fall and winter months will focus on leveraging partnerships, serving as a resource, educating about watermelon’s health and versatility benefits, and maximizing social platform engagement. Not an exhaustive list, activity highlights by department include:

    Communications

    “How do you WINTERmelon” consumer social campaign utilizing influencer partnerships and earned media PR tactics to visualize watermelon in the winter usage ideas and versatility benefits

    • National paid feature syndication with winter-focus “Add Fruit Flavors to Fun Holiday Desserts” suggesting watermelon in nontraditional winter kitchen dishes
    • Dietitian education, inspiration and “edutainment” through FNCE virtual expo and culinary demo, highlighting RD Toolkit, Zero Food Waste and Watermelon Flavor Pairings
    • New launch of Jump with Jill multimedia educator portal with lesson worksheets built on existing watermelon partner videos for teachers and parents at home or in classrooms
    • Influencer social partnerships with Produce for Kids/Healthy Family Project, Kim Rose Dietitian, Fannetastic Food, Ana Quincoces and Pam Smith highlighting versatility and health benefits of watermelon year round
    • Shooting new TV commercial content focusing on both wellness and happiness, to be advertised on YouTube and other streaming content channels

    Foodservice
    • Print, digital and social media advertising with predominant foodservice publications to reach foodservice operators traditionally reached at events
    • New yield tool showcasing dice, wedge, juice and other formats yield from different watermelon sizes so chefs can easily switch between mini and seedless watermelon
    • Chef’s Roll partnership to create technique and recipe videos featuring popular watermelon formats including dice, wedge, juice, julienne rind, etc. to be shared through Chef’s Roll and used by the NWPB to educate and inspire operators
    • Virtual Flavor Experience conference to highlight watermelon’s year-round availability and versatility on foodservice menus
    • Partner with StarChefs to host a recipe contest to engage with no less than 200 chefs, build our recipe database and spotlight champions of watermelon
    Retail & International Marketing
    • Year-round retailer activations via domestic and international retail account management team
    • Continued distribution of Retail Kit in print and digital formats
    • Independent grocer outreach via Live. Balanced wellness activation kit planned for early 2021
    • Retail dietitian and retailer education outreach through virtual platforms
    • Presence at virtual conferences, trade shows and networking events“For many years, the NWPB has been tasked with promoting watermelon all twelve months of the year,” said Mark Arney, Executive Director for the NWPB. “Watermelon’s health benefits and versatility lends itself to everything from Halloween carvings to holiday punch to elevated usage ideas.”

      The next NWPB Board meeting, where staff will recommend marketing programs and the Board will vote on a budget for the 2021-2022 year, will take place virtually on Saturday, March 6, 2021. For more information or specifics about individual departments, contact Stephanie Barlow, Senior Director of Communications at sbarlow@watermelon.org. 

  • Watermelon Master Classes to Educate, Inform & Inspire

    The first of its kind, the Watermelon Virtual Master Classes were arguably one of the largest pivots of the Spring-Summer season for the communications program of the National Watermelon Promotion Board (NWPB). The challenge was to move an NYC-based freelance summertime media event to online: a virtual version for the at-home world of media and influencers to educate, inform and inspire watermelon content and coverage.

    The reinvention of the media event turned into three separate virtual events with three different topics, three different presenters with three sets of recipe ideas, sending out three different curated boxes of watermelon goodies for the media to enjoy and utilize for their Watermelon Master Classes. The strategies were tri-fold:

    • Lean on “Back to Basics” materials to educate at-home cooks on easy ways to get creative with watermelon
    • Leverage “Use the Whole Watermelon” messaging to encourage use of the rind and juice
    • Develop strong relationships with members of the media and influence their watermelon content for months to come

    NWPB spent weeks pitching media contacts from major publications, in a time when much of the country was in a “shelter in place” order, to offer an at-home, free event to create content and excitement about the sweet summer staple. Additionally NWPB provided education focused on a year-round message to extend the seasonal reach and amplify watermelon’s appeal.

    “We confirmed attendees across the country, rather than have to only host those based in the NYC-area. We sent out custom curated watermelon boxes with a mix of items related to each class and related to our brand: a logoed chef’s apron and a new kitchen knife, a cocktail shaker and food pun spatula, etc. The boxes generated excitement and enthusiasm for the classes, and each one was well attended… with the cameras turned ON!” said Stephanie Barlow, senior director of communications.

    Further, the timing of the classes gave many attendees the opportunity to create their own watermelon content this summer, in time for National Watermelon Day and beyond. Several attendees posted on their personal social pages, where media turn into influencers and endorse watermelon recipes, usage ideas and health benefits. In total, NWPB hosted 60 food editors, writers and media dietitians. Their enthusiasm and delight over the events ensures earned media attention for watermelon to come for months.

    “To date, we have nearly 40 social media posts and 15 articles covering these events, which wasn’t even one of the main strategies but it is additional earned content on their personal influencer networks. We look forward to building long lasting partnerships with writers and their publications in the coming year,” said Barlow.

    These were the Watermelon Master Classes:

    ·       Watermelon Wellness with Pam Smith, RDN featuring Salted Watermelon Woju, Watermelon Overnight Oats, Watermelon Poke Salad and a Watermelon Yogurt Smoothie

    ·       The Ultimate Watermelon Workshop with cookbook authors Mark Scarbrough and Bruce Weinstein, creating Thai-inspired Watermelon Rind Salad, Curried Wheatberry Watermelon Salad and Watermelon, and Prosciutto and Mozzarella Skewers

    ·       Summer Sips Watermelon Cocktails with Jordan Catapano from This Girls Walks into a Bar, mixing a Watermelon Rose Sangria, Watermelon Gimlet and a Summer into Fall Cocktail

    Each of the classes incorporated watermelon key messages of health, value, versatility and year-round availability, but also gave attendees the opportunities to ask questions to the hosts or the watermelon experts from NWPB.

    “The engaging questions were rampant throughout all the classes, asking everything from watermelon storage techniques to flavor pairings, or alternative ingredients when you couldn’t find elderflower liqueur or red wheat berries, which effectively made these events much richer than a plain recipe demonstration,” Barlow continued.

    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 Vitamins A ( 8%) and B6 (8%), and a delicious way to stay hydrated (92% water), with only 80 calories. For additional information, visit www.watermelon.org.

  • Connecting the Watermelon Industry with Retail and Foodservice Buyers

    The new National Watermelon Promotion Board (NWPB) Watermelon Supplier Database is the perfect platform to connect retail and foodservice buyers with suppliers as the summer season takes off for America’s favorite melon.

    Each year the NWPB staff promote watermelon to retail and foodservice audiences, both in-person and digitally. When a contact asks where they can get watermelon, this new database with help connect the dots. The new Watermelon Supplier Database is based on the new watermelon.org in the Industry, Retail and Foodservice sections and at watermelon.org/supplierdatabase, so all interested groups can easily access the database.

    The Board is still working to populate the database so if a member of the watermelon industry is interested, please visit watermelon.org/supplierdatabase. Multiple roles in the industry are encouraged to be a part of the database including wholesalers, growers, importers, brokers, processors, seed, transportation companies and more.

    Please reach out to supplierdatabase@watermelon.org with any questions.

    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.