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As part of its efforts, the NWPB hopes to leverage the plant-based trend.
NWPB, based in Winter Springs, Fla., also has its Watermelon Queen in-store promotions.
When it comes to what's selling in watermelons, NWPB reports an increase in fresh-cut sales in general.
During "resolution season," NWPB partners with influencers to create videos of easy-to-make, healthy smoothies using watermelon.
The NWPB spreads education through Watermelon Queens, ambassadors that are sponsored by different state and national watermelon associations.
Funded through a self-mandated industry assessment paid by more than 1,500 watermelon producers, handlers and importers, the NWPB's mission is to increase consumer demand for watermelon through promotion, research and education programs.
The new "Lycopene Leader" logo, says Wendy McManus, NWPB director of marketing, "was developed to help educate consumers about one of the key benefits of watermelon, which contains higher levels of lycopene than any other fruit or vegetable, including tomatoes.
Health is clearly a strong purchase motivator for consumers, which is why NWPB's consumer campaign was developed to create more awareness of watermelon's health benefits.
Moms want to avoid unnatural sports drinks, so I think parents and coaches will turn to watermelon juice." The NWPB will be introducing new watermelon juice recipes to its website.
THIS YEAR IS A BIG ONE for the National Watermelon Promotion Board (NWPB), and the watermelon industry overall: 2014 marks the 25th anniversary of the NWPB, the 50th anniversary of the National Watermelon Queen program and the 100th anniversary of the National Watermelon Association.
National Watermelon Promotion Board BOOTH 305 www.watermelon.org THE NATIONAL WATERMELON PROMOTION BOARD (NWPB) hopes to he sharing good news with CPMA attendees about the state of the watermelon season.
Gordon Hunt, director of marketing and communications for the Orlando, Fla.- based National Watermelon Promotions Board (NWPB), says he has seen club stores with up to 40 watermelon bins inside.
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