Gelson’s Market #23 leads the way with creative displays and consumer education, as NWPB awards over $10,000 in prizes to top-performing retailers across the U.S. and Canada.
The National Watermelon Promotion Board (NWPB) has announced the winners of its annual Retail Merchandising Contest, which drew participation from over 140 retailers across the U.S. and Canada.
This 16th edition of the contest, which took place from June to August 2024, invited retailers to creatively highlight watermelon’s nutritional benefits, versatility, and value. The extended contest period aimed to align with the peak of summer demand for watermelon.
Gelson’s Market #23 in La Canada, California, emerged as the Grand Prize winner, earning recognition for its exceptional merchandising and consumer engagement.
Gelson’s had previously received an Honorable Mention in last year’s competition but elevated its approach this year. Their entry featured innovative displays, in-store sampling events, social media recipe videos, and educational materials about watermelon selection and nutrition.
According to the NWPB, this combination of efforts successfully impressed the judges and secured the top prize for the retailer.
The competition assessed a variety of elements, including visual merchandising, nutritional messaging, category visibility, and the use of digital and in-store promotional platforms.
Retailers adopted multiple strategies, from designing engaging displays and offering take-home recipes to publishing online posts with nutrition tips and fun facts about watermelon. The contest placed a strong emphasis on consumer education, with many entries focusing on teaching customers how to select watermelons and providing recipe ideas to showcase its versatility.
“This year’s entries were exceptionally innovative, showing watermelon’s health benefits and versatility through various media”
Stated Juliemar Rosado, Director of Retail and International Marketing at NWPB. She further emphasized that the winners stood out by focusing on customer education, incorporating whole, mini, and fresh-cut watermelons in their displays to attract a diverse range of shoppers.
Wegmans Food Markets, based in Rochester, New York, and Schnuck Markets in St. Louis, Missouri, secured second and third place, respectively. Each retailer showcased remarkable creativity, but Gelson’s efforts ultimately claimed the top honor.
In addition, NWPB awarded four Honorable Mentions to Harps in Heber Springs, Arkansas; Riverside Market #1135 in Montrose, Michigan; Tops Friendly Markets in Dunkirk, New York; and United Grocery Outlet in Knoxville, Tennessee, recognizing their outstanding displays.
Thot Phommasaysy, Produce Manager at Gelson’s Market #23, expressed gratitude for the recognition, thanking the NWPB and highlighting the efforts of Produce Clerk Catrice Taylor for her dedication to the winning display. “We take great pride in creating impactful displays that excite our customers,” Phommasaysy noted, attributing their success to teamwork and meticulous merchandising efforts.
Images: Courtesy of The National Watermelon Promotion Board
The winners will share more than $10,000 in cash and prizes, with Gelson’s Market #23 receiving $5,000 as the Grand Prize winner. Wegmans Food Markets will take home $2,500 for second place, while Schnuck Markets will receive $1,000 for third place. Each retailer awarded an Honorable Mention will receive $500.
As outlined in the NWPB’s press release, the organization has been promoting watermelon consumption since 1989, aiming to increase demand through promotional campaigns, research, and educational programs.
Funded by over 700 producers, handlers, and importers, the NWPB focuses on the health benefits and hydration properties of watermelon, which contains 92% water and essential vitamins like Vitamin C and B6. In 2023, the per capita consumption of watermelon in the U.S. reached 16.9 pounds, contributing to a total of 5.6 billion pounds consumed nationwide.
For more details about the contest winners, including images of the displays, visit the NWPB website at watermelon.org. Further inquiries can be directed to Juliemar Rosado at jrosado@watermelon.org.
