The National Watermelon Promotion Board (NWPB) has announced an early kickoff for their renowned annual Watermelon Retail Merchandising Contest, now set to begin on June 8, 2024, and run through August.
This strategic decision extends the contest duration from the traditional two months to three, starting from early summer to capture heightened customer interest in watermelon during the peak season.
Stores nationwide, from local markets to large chains, are invited to participate in creating innovative displays and marketing strategies that not only highlight the fruit’s health benefits but also its versatility.
The shift in timing is designed to leverage the early summer market, a period when demand for watermelon typically surges, allowing participating retailers to maximize their sales potential.
Retailers are encouraged to use creative merchandising techniques, such as eye-catching displays and interactive marketing campaigns, both in-store and online. These might include vibrant social media content, tasting stations, and recipe cards, aiming to create an immersive shopping experience that resonates with the festive spirit of summer.
Participants in the contest have a wide range of options for showcasing watermelon—from traditional whole fruits to fresh-cut slices, mini watermelons, and even unique yellow and red varieties.
The contest criteria focus on various aspects of marketing, including visual merchandising, communication of nutritional benefits, and effective use of digital platforms. Retailers stand a chance to win prizes that not only recognize their creativity and effort but also drive increased foot traffic and sales.
Previous winners of the contest exemplify the benefits of engaging in this annual event. Kayla Beal of Chuck’s Produce and Street Market in Vancouver, WA, a 2021 winner, highlighted the community engagement and excitement such contests generate.
Similarly, Aaron Carroll of Schnuck’s Markets, winner in 2022, expressed pride in bringing creative ideas to life that captivate customers. Joshua Hubert from Federated Co-operatives Limited, a winner in 2023, emphasized how such contests enhance in-store experiences and underline the importance of seasonal produce.
The contest’s expansion also aligns with the NWPB’s goals of promoting watermelon as a staple summer fruit, known for its health benefits and refreshing taste. As part of their promotional efforts, the Board facilitates these contests to not only spotlight watermelon but also to support the retail sector in boosting seasonal sales.
According to a note from The Produce News, the contest has consistently served as a platform for retailers to demonstrate their merchandising skills and engage with their customers in a meaningful way. The extended contest period this year is anticipated to provide even more opportunities for retailers to innovate and excel, making the most of the summer season.
With the final entries to be submitted by September 13, the 2024 Watermelon Retail Merchandising Contest promises to be more engaging and competitive, offering an enjoyable experience for both retailers and customers alike.
