“Want to be happier this season? Add watermelon to your grocery cart.” That’s the core message of a new promotion the National Watermelon Promotion Board (NWPB) is launching this summer leveraging recent data that showcases watermelon’s inherent role in making fans feel happier.
The NWPB’s “Slice of Happy Project” is inspired by its 2022 consumer research[1] that finds 82% of consumers say eating watermelon boosts their mood, and more than half report feeling “happy” or “fantastic” after eating watermelon[2].
“The connection between food and mood is a major culinary topic in 2023, and we want to meet that moment with a fresh campaign and research that underscores what we have long known: Eating watermelon brings joy,” said Senior Director of Communications, Stephanie Barlow at NWPB. “We’re excited to unveil ‘The Slice of Happy Project’ as we remind consumers the many ways they can be happier with watermelons year-round from savoring a slice by the campfire, to tossing into a salad, to warming it up over the grill.”
Launching tomorrow, June 1, “The Slice of Happy Project” will feature:
A beautifully crafted “Slice of Happy Project” landing page at watermelon.org/happy featuring:
Stats sharing watermelon’s contribution to happiness.
An interactive quiz that curates recipe inspiration based on personal preferences and moods.
Mood-boosting music.
An opportunity for visitors to sign up to receive a digital happiness kit filled with stickers, backgrounds and more.
Social media promotions to highlight key messages to shoppers nationwide.
Consumer media outreach to promote the recent research.
Research: “100% Happiness After Eating a Slice”
Additional findings from NWPB’s recent consumer research found:
100% of watermelon consumers say watermelon makes them feel either very happy (70%) or somewhat happy (30%)1.
More than half of consumers report feeling “happy” (39%) or “fantastic” (13%) when eating watermelon. Others feel refreshed (12%), relaxed (5%) and satisfied (4%).
A majority (81%) consider watermelon a “comfort food.”
The study was conducted through Aimpoint Research and surveyed over 1,000 U.S. adults who are the primary grocery shoppers and are 18 years of age. The group surveyed was about 53% female and 47% male. The purpose of the study was designed to measure the attitudes and usage of watermelon, identify perceived benefits of watermelon, discover consumer opinion and purchasing intent1.
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 700 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.
A serving of nutrient-dense watermelon provides 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 nearly 15.5 pounds in 2022. Watermelon consumption in the United States was nearly5.2 billion pounds in 2022. The United States exported an additional 328 million pounds of watermelon. For additional information, visit watermelon.org.
Oceanside, CA — The only pole-grown operation west of the Mississippi, Oceanside Pole began shipping the season’s first vine-ripened tomatoes at the end of June alongside exclusive marketer Oppy.
The first harvest of roma tomatoes is anticipated in late June, followed by rounds in mid-July. Peak volume is expected from late August through September and October, culminating around the Thanksgiving season.
Oceanside Pole expects 3.4 million cases of rounds and romas from its 700-acre farm in California in addition to 160 acres out of Mexico, all produced to the same high standards upheld by its management teams and growers, ensuring a consistent product. The unique growing method raises fruit off the ground to improve airflow — and therefore tomato quality — to ripen to its juicy, robust taste, naturally on the vine, then harvested at retail specifications to arrive at precise perfection.
“Each plant is harvested an average of 18 times, ensuring tomatoes are hand-selected to specific ripeness,” said Senior Sales Representative James Galindo. “We even pick, ship and deliver to retailers within 24 hours, ensuring their shoppers have the exact tomatoes they’re looking for on their shelves.”
Wenatchee, WA: CMI Orchards’ hottest CatStats report shows Envy™ apples dominate as the biggest star of the summer. Originally from New Zealand and crafted through natural plant-breeding methods, this cross between Gala and Braeburn quickly emerged as the apple that has everything. Sweet and crunchy, with white flesh that stays white even after being cut, Envy™ apples command a strong brand following and over-the-top consumer desire that keeps them consistently at the top of the charts in the apple market.
Danelle Huber, CMI’s Senior Marketing Manager, reports Envy™’s top-notch rankings with consumers is just one small indicator of the apple’s consistent and steadfast popularity. According to NielsenIQ, the demand for this apple is surging. “Envy™’s popularity has been skyrocketing over the last 52 week period. With a 19% increase in sales and a 28% increase in volume across the United States, Envy™ secures the 8th most popular spot in the U.S. right now.” She adds that this means Envy™ makes up nearly a quarter of branded, high-flavor apple sales volume.
NielsenIQ also reports over the last six months that the Mountain, West North Central, and East North Central divisions enjoyed the largest increases in the Consumer Demand Index, putting Envy™ as the #1 branded apple of choice in the South region and #2 in all the others. This marks a total growth across US regions between 23% and 44.2%.
“Envy™’s fan base continues to soar. Since arriving to market, this luxury apple continues to break sales records time and time again,” says Rochelle Bohm, Vice President of Marketing at CMI. “Its delicate, sweet flavor and crisp, slow-to-brown flesh leaves customer demand high, while the longevity of its stored life and social media presence feeds a growing fan base.”
Bohm goes on to explain that the powerful global marketing presence of Envy™ apples delivers unparalleled brand awareness, helping retailers significantly boost sales while giving their customers what they crave. “Envy™ delivers year-round opportunities for retailers to build category sales with ease,” she says. “A high-performing apple paired with gorgeous branding and availability in both conventional and organic options make Envy™ the ultimate star of the summer.”
About CMI Orchards and Envy™ apples:
CMI Orchards is one of Washington State’s largest growers, shippers and packers of premium quality conventional and organic apples, pears, and cherries. Based in Wenatchee, WA, CMI Orchards delivers outstanding fruit across the U.S.A. and exports to over 60 countries worldwide.
Envy™ is a registered trademark owned by the T&G group of companies. Envy™ apples are sold and distributed by exclusive North American sales agents, including Oppy, Rainier and CMI Orchards, under the leadership and support of the local brand marketing team of T&G Global.
Naturipe Farms anticipates shipping a good crop of Michigan blueberries, with peak loadings from mid-July through mid-August, but lasting into mid September.
The company, which has an office in Grand Junction, likes growing blueberries in Michigan because of Lake Michigan’s temperature moderating effect and the sandy loam soils. These factors create a great environment to grow blueberries near the shores of Lake Michigan.
Naturipe grows both conventional and organic blueberries in Michigan.
The company supplements its organic supply with blueberries from the Pacific Northwest, as they will be coming into peak season around the same time. Naturipe’s organic volumes are stronger from the Pacific Northwest and Peru during July and August.
California is the top producer of peaches and its lead over second place South Carolina third place Georgia is even greater this year. While excellent growing conditions is producing a big California crop, a March freeze means anywhere from 70 to 90 percent fewer peaches in the Southeast, depending on the area.
The California Fresh Fruit Association reports the biggest supplier of U.S. peaches is in good shape.
California tree fruit shippers also report full crops of tree fruit are seen for the remainder of the season, which includes July and August. Shipments started in June. The combination of ample water, plenty of chill hours and little stress on the trees should result in good quality and good sizing.
Meanwhile, growers in middle Georgia may have only 5% to 10% of a crop, and whatever harvesting there is will be accomplished by bagging fruit in the field rather than running their packing lines.
In 2022, Georgia’s 24,800 tons of peaches ranked a distant third in the U.S., trailing California’s 475,000 tons, and South Carolina’s 67,400 tons.
The Ridge growing area, which is the biggest peach area in South Carolina, has some growers with as little as 10% of a full crop and most have about 20% of a full crop. However, at least a couple of growers are expecting 30% or more of a full crop, in part because of the use of wind machines during a cold snap.
South Carolina will have much more volume than Georgia but much of it might not get packed. The season also has advanced two to three weeks for many mid- and late-season varieties so South Carolina will likely be finished by early August, especially in regard to packing the fruit.
New Jersey, the seventh-ranked peach state in 2022 with 7,000 tons, will have a good crop this year.
Growers have a heavy crop of peaches in about 95% of the state’s orchards.
The USDA has identified availability and consumption trends for the seven most popular fruits among U.S. consumers, with apples and oranges crowned as top choices.
According to the entity’s Economic Research Service, oranges are followed by bananas, strawberries, pineapples and watermelon.
But apples are the only fruit in which data were available for all five forms, fresh, canned, frozen, dried, and juice.
“Apples held the top spot for total fruit available for consumption in 2021 with loss-adjusted apple juice availability at 14.7 pounds (1.7 gallons) per person; fresh apples at roughly 9 pounds per person; and canned, dried, and frozen apples totaling to 3.1 pounds per person,” the data revealed.
“Bananas topped the list of most popular fresh fruits at 13.2 pounds per person, while orange juice (16.6 pounds or 1.9 gallons) remained the top fruit juice available for consumption in the U.S.,” the USDA said.
The loss-adjusted food availability data presented modifies parameters for food spoilage, plate waste, and other losses to more closely approximate actual consumption.
Salinas Valley vegetable shipments have been reduced for much of 2023 due to rain, floods, cold and cloudy weather. However, warmer weather is now leading to bigger volume and loading opportunties.
Impatiens necrotic spot virus – INSV – a daunting lettuce pest in recent years, may be a problem as warm weather otherwise boosts Salinas production.
The most recent chilly, cloudy weather cleared in mid-June, which is increasing Salinas vegetable production and shipments. Sales and marketing company Produce West of Salinas, CA reports the slow start to the season was all weather related, resulting in a two week delay in plantings.
Salinas celery has a lot of seeders and yields are down.
In Salinas, INSV has been a problem for the last three years, although not much of a problem so far this year. However, there are concerns it may be a problem with warmer temperatures. The virus sucks the life out of plants. Santa Maria also is discovering a little INSV now. That’s not a good sign if they have warmer weather.
The goldenberry is slowly becoming a staple of Ecuador’s fruit industry, with a strong year-round supply. It is a naturally occurring crop in most of the Andes region,
Golden Sweet Spirit, reports the U.S. has become the main destination fresh goldenberries, as consumption trends continue to lean towards more health-conscious food choices. Golden Sweet Spirit also exports to Canada, with less volume going to Germany, Holland, Spain and England.
The company exports goldenberries fresh, dried and in jam form.
With a high antioxidant content, goldenberries are particularly popular in breakfast recipes and preparations.
Ecuador’s rich soil, cheap water sources and sunny climate, with at least 12 hours of sun a day, makes up for a big competitive advantage.
Ecuadorian goldenberries are grown and harvested the 52 weeks of the year.
For Golden Sweet Spirit, current consumer price for 3.5 ounces of goldenberries averages at 4 to 6 dollars. The product can be found in select Whole Foods, Trader Joe’s and Costco stores, among other popular grocery shops.
As for growing areas, the company currently has 247 acres for production and is working to increase that number tenfold by 2028, as it hopes to attract foreign capital in the coming years.
The company exports around 500 tons to the U.S., which represents approximately 80% of the production and covers less than 0.06% of the U.S. demand for berries, according to statistics, Gold Seet Spirit reports.
However, not many producing countries have the advantages that Ecuador has when it comes to this fruit, as the country is the biological center of origin for goldenberries.
The product was mistakenly named physallis peruviana, in reference to Peru. But its true origin is in Ecuador, where there are currently 36 different types of goldenberry being produced.
Chelsea, MA – Morning Kiss Organic is bringing back a summer classic! Shipping from Mexico and California, organic mini watermelons, organic cantaloupes, and organic honey dew melons are now available from Morning Kiss organic.
Morning Kiss Organic will offer organic melons through December and offers just-in-time inventory management to reduce loss to product spoilage. Melons can be banded with organic tape upon request to guarantee the organic sale at checkout.
“Get ready to savor the taste of summer,” says Nelly Czajkowski of Morning Kiss Organic. “Organic melons are a great addition to the summer retail set and a fantastic way to boost organic category sales. We’ve seen a major increase in demand for organic melons and our growers have done an excellent job expanding the category.”
New this season, Morning Kiss Organic will be offering a new label option which includes a scannable UPC to guarantee the organic sale a check out. The labels feature Morning Kiss Organic’s new logo and are designed to stay adhered to the fruit despite temperature differentials. “With self checkout on the rise we wanted to provide our customers with a scannable option so they can trust they will get the organic sale,” says Czajkowski.
About Morning Kiss Organic Morning Kiss Organic is the organic brand of Gold Bell, DiSilva Fruit and Arrowfarms. Headquartered in Massachusetts, Morning Kiss Organic products are available year round in a range of customizable formats, packed to order. Unique packaging options offer economical packaging, pricing, faster turns and less waste. Always fresh, the company uses just in time inventory management as well as daily deliveries to ensure the highest quality, best tasting selection available. Natural and healthy, Morning Kiss products are always non-GMO. Morning Kiss Organic is committed to sourcing from East Coast farmers whenever possible, and delivers daily to stores and distribution centers.
