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merchandising review melons Planning A Rewarding
Melon Program Year-Round
Flavor, visibility, creativity and variety lay the foundation for stable sales results.
BAY JODEAN ROBBINS
lthough melons are often associated with hot summer weather, achieving the utmost success selling melons requires a well
thought-out, 12-month plan. “Having melons consistently throughout the year provides consumers a location to regularly visit in the produce department to purchase melons,” says Jeff Nichol, sales executive with Dulcinea Farms/Pacific Trellis in Los Angeles. “Watermelons, cantaloupes and honeydews should be the staple fruit avail- able all year, with retailers adding specialty varieties as they become available.”
Although watermelon sales are usually higher during the summer months, Jordan Carter, director of sales and marketing for Leger & Son, Inc. in Cordele, GA, explains there is demand year-round. “The best way to increase sales is to stock watermelon throughout the year,” she says. “Use bold and attention-grabbing bin displays during May, June, and July and fresh-cut options during back-to-school promotions. Use the whole watermelon during winter months, and spring is all about salad. Advertise water- melon with dark leafy greens for a crunchy twist.”
A year-round melon plan is feasible, according to Keith Cox, produce cate- gory manager at K-VA-T Food Stores in Abingdon, VA, with 130 stores. “Increasing sales and profits on melons depends on having a plan to transition into different growing regions as necessary,” he says.
Dan O’Connor, vice president of sales at Ayco Farms in Pompano Beach, FL, says retail has become more confident over the years with the melon category. “It’s an easy product for the consumer to affiliate with,” he says. “All of us have grown up on melons and are familiar with the eating profile. So consumers have a comfort level, making it an easy item to promote with significant
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success.”
Juliemar Rosado, director of retail oper-
ations and international marketing for the National Watermelon Promotion Board (NWPB) in Winter Springs, FL, points out year-round merchandising confirms the value, health, and versatility of watermelon. “These are some of the primary purchase-drivers,” she says. “During the import season, there is a push for fresh-cut, health and versatility to keep the product front of mind. Although it is understandable there will not necessarily be bins of whole watermelon to showcase, it is still a great hydrator, wonderful in seasonal recipes and a great snack on-the-go as fresh-cut or juice.”
Though melons may be an easy sell because of familiarity, O’Connor suggests to drive melon sales, retailers need to ensure
PHOTO COURTESY OF NATIONAL WATERMELON PROMOTION BOARD
consistency regardless of season, variety on display, and ad frequency. “Some retailers misstep by considering the first solution for driving sales to be ad promotion, and they hurt sales by overpromoting the item. Instead, retail should concentrate on having a simple, more-consistent display delivering a value to the customer.”
Gina Garven, director of category management for Robinson Fresh in Eden Prairie, MN, envisions a future with a melon in everyone’s cart year-round, no matter the reason for the purchase. “It’s the job of all parties within the supply chain to ensure we’ve handled the fruit correctly to give the consumer a positive eating experience,” she says. “I believe if we are able to do this, melons can become a consistent grocery item on consumer lists.”