The National Watermelon Promotion Board has named winners in its annual Retail Merchandising Contest, which garnered more than 115 entries from various retail chains, independent retailers and commissaries throughout the U.S. and Canada.
This year’s contest – the 15th since its inception – continued to utilize mixed media marketing efforts in addition to in-store displays. The National Watermelon Promotion Board began the contest in July to honor National Watermelon Month and ran throughout August to encourage and identify retailers who are showcasing watermelon’s benefits including health, value and versatility.
Marketing efforts considered in judging included category visibility, point-of-sale materials, good visual merchandising, messaging nutritional benefits, recipes and/or selection education and use of print, online and/or digital platforms. This year’s winners used mixed marketing tactics ranging from in-store displays and take-home materials for store customers to social posts that shared watermelon nutrition, fun facts and recipe ideas.
This year’s winners included:
- Grand prize: Heritage Co-Op – Brandon, Manitoba, Canada;
- Second place: Greer’s Hurley Market – Hurley, Mississippi;
- Third place: KJ’s Market – Hephziba, Georgia;
- Honorable mentions:
- Gelson’s Market No. 23 – La Canada, California;
- Port Hueneme Commissary – Port Hueneme, California;
- United Grocery Outlet – Shelbyville, Tennessee;
“This year’s entries were all incredibly creative, showcasing watermelon’s health and versatility through point-of-sale materials,” said Juliemar Rosado, director of retail and international marketing at NWPB.
“The winners this year emphasized consumer education, highlighting selection and recipes. In addition, whole and fresh cut watermelons were merchandised to reach more consumer archetypes.”
More than $10,000 in cash and prizes will be awarded to winners, including $5,000 for Heritage Co-Op as the grand prize winner. As second place winner, Greer’s Hurley Market will receive $2,500; KJ’s Market as third place will receive $1,000, and each of the three honorable mentions listed above will receive $500.
About National Watermelon Promotion Board
The National Watermelon Promotion Board, based in Winter Springs, Florida, was established in 1989 as an agricultural promotion group to promote watermelon in the U.S. and in various markets abroad. Funded through a self-mandated industry assessment paid by more than 700 watermelon producers, handlers and importers, the NWPB’s mission is to increase consumer demand for watermelon through promotion, research and education programs.
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