The National Watermelon Promotion Board is realigning resources to adapt to the new climate, continuing to adjust marketing and promotional efforts to positively position watermelon as the go-to for health and happiness while making the most out of precious shoppers’ dollars.

“Watermelon holds a special place with consumers, and it’s so much more than a sweet treat for summertime,” said Jesse Wiggins of Wiggins Farms, TX, and current president of the NWPB. “Watermelon provides important basic health benefits like hydration at 92 percent water and it’s an excellent source of Vitamin C.

“It’s the best value among fruit to stretch families’ budgets at only $0.17 per serving. Furthering the value position for watermelon is that it is 100 percent edible, so there is zero food waste, and so versatile to use in many recipes or in delicious slices,” said Wiggins.

The NWPB has pivoted from planned marketing activities to those more conducive to the current landscape. “While every audience is impacted, NWPB is working hard to continue to educate about those important health benefits, the terrific value for families of buying a whole watermelon, and how to use that one watermelon in various ways,” said Wiggins. “The opportunities for watermelon in the shopping basket, whether whole, mini, fresh cut or juice are endless.”