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merchandising review melons
and average retail price compared to 2017. In the experience of Derrick Jenkins, vice president, produce, Wakefern/ShopRite, Keasbey, NJ, a cut-fruit program is a game- changer in the melon category. “We have an extremely robust cut-fruit program that we are expanding all the time. Currently, we sell melons in every form and fashion – whole, cut, sliced, even in parfait cups. Our program is always growing and is extremely popular with our shoppers who are increasingly looking for affordable, convenient and quick
solutions.”
Small independent stores also embrace cut
fruit. Blanton says pre-cutting is a “no-brainer for melon for size, ease of use, and good eye appeal.” He suggests working with a supplier that can cut the fruit in a controlled and clean environment to reduce contamination risk.
7. SELLING ON HEALTH
Robinson’s Castagnetto says emphasizing health benefits is particularly important for converting consumers from impulse buyers to planned purchasers.
Blanton’s experience is similar. “Beyond merchandising full and attractive displays, I am interested in highlighting nutrition messaging that guides customers toward nutritional benefits and better choices,” says Blanton.“Peoplecareaboutnutritionandare hungry for more information, particularly information that they do not already know. Let’s make melon messaging fun while showing the customer that melons taste good and are good for you.”
8. KNOW YOUR REGION
While the big three varieties are popular across North America, regions demonstrate differences. For Robinson Fresh customers, cantaloupe performs best in eastern states while demand for mini watermelons is stron- gest in western states.
Frieda’s sees growing specialty melon sales in the Midwest, a region that typically lags behind the coasts and southern states. Pura Vida finds specialty melons such as Crenshaw and Casaba move better on the East Coast; orange flesh, Galia and Hami sell well on the West Coast; and the sweet, strongly flavored Athena cantaloupe is popular in Florida, Georgia and Carolina in June and July. Across all melon varieties, consumers prefer locally grown when they’re available.
9. BUILD GOOD VIBES WITH SHOPPERS
Taste, quality and price matter, yet melons tend to be an impulse buy during the summer.
74 / APRIL 2019 / PRODUCE BUSINESS
PHOTO COURTESY OF FRIEDA’S
“We find consumers, including Millennials, are drawn to larger displays, and combining these with promotional opportunities might entice a consumer to pick up a new item that offers diversity of flavor profile and adds incremental sales for the retailer,” says Castagnetto. “ ‘Buy one, try one’ encourages shoppers to buy their core melon item and also take home a new vari- etal. Although only a small portion of overall melon sales come from new and differential varietals, they are growing in demand, especially among Millennials.”
Sol develops custom materials and promotions to meet retailers’ needs and part- ners with them on social media to direct shoppers to Sol’s Pinterest page and recipe collection. Carolina Garcia, marketing manager, explains, “We can customize this program with features such as special offers, display contests, social media contests, cross-promotions, and many others.”
Pura Vida encourages retailers to advertise at the beginning of the domestic melon season, when as many as seven different melons may be available at the same time. “We suggest a “melonmania” ad along with a large display that is designed for big impact,” says Liefer. “Seeing all the colors on display in a big, fresh, attractive display gives consumers the impulse to buy.”
Recipes also are popular. “In preparing for peak melon season this summer, we have a few ideas up our sleeves on how to bring our exten- sive recipe collection to POS in a way that is convenient for the consumer and impactful for the retailer,” says Rhode, of Dulcinea. “Think QR codes, recipe cards and tie-ins across our entire line-up.”
“During the summer months when it’s peak of season, we are constantly promoting our watermelons, cantaloupes and honeydews using an omnichannel approach that leverages our website, social media platforms and other digital resources,” says Wakefern’s Jenkins. “We’ll also create local advertising campaigns that feature the farmers we work with, plus the individual members that make up the fami- ly-owned Wakefern cooperative. Additionally, we partner with our in-store dietitians, who
create recipes featuring our melons for in-store demonstrations and social media posts.”
10. EXPLORE CROSS MERCHANDISING
Melons have fewer natural partners than other fruits, such as apples and pears. That opens the door to creative pairings in the produce department. “Cross merchandising always is a way to showcase more than one item and the benefits of each,” says Rosado, of the Watermelon Board. “Demonstrating a recipe, allowing the customer to taste it and having the various ingredients close by and available for purchase can be beneficial. Demos and promotions that involve more than one ingredient always have great success and showcase the versatility of the melon and other ingredients.”
Cause-related marketing can boost melon sales. Robinson Fresh markets a MelonUp! Pink Ribbon Watermelon that is positioned to positively impact the fight for a cure for breast cancer. The company’s work with retailers who offer Pink Ribbon watermelons has generated more than $1 million in donations since the start of the program.
11.ANTICIPATESUPPLY
Technology allows closer monitoring of weather and its impact on growing regions, and thatcanhelpretailerstobetterprojectsupply and plan pricing and promotions. A new app, Weathermelon, was created by produce profes- sionals to allow weather tracking by growing region and commodity. “Although this has been a wet winter in the West, the weather in late winter and spring will have the greatest impact on melons,” explains David Robidoux, co-founder, Weathermelon, Irvine, CA. “We send out alerts regarding upcoming weather for the next 10 days. Say, a stretch of warm weather is in the forecast. A retailer can get a sense of when supplies might increase for a certain melon that can be advertised and priced attractively in the coming weeks.”
12. STORE WITH CARE
Sol stresses the importance of continuing the refrigeration chain to extend shelf life until the retailer is ready to put melons on display. Blanco recommends storage tempera- tures of 36-38°F for cantaloupe, 48-50°F for watermelon and 45-48°F for honeydew. Melons should be displayed away from produce items that release ethylene. Whole melons can remain at room temperature for up to two days before cutting or slicing. Fresh-cut melons should be consumed within three to five days of slicing. pb