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Juliemar Rosado

“With a category item like watermelons, good merchandising is of extreme importance”

Director of retail and international marketing for the National Watermelon Promotion Board (NWPB), of Winter Springs, Florida, Juliemar Rosado says that with a category item like watermelons, good merchandising is of extreme importance. The reason behind this is because it confirms the value, health and versatility of the product, which are some of the primary drivers for watermelon sales.

Also, Rosado says ‘cut watermelon equals convenience’: "The customer who buys fresh-cut watermelon will not necessarily be the same one that picks up a whole watermelon at the store. Keeping that in mind, when bins of watermelons are available, if the cutting is done in-house, one suggestion would be to have the bins of whole watermelons showcased near the fresh-cuts, targeting both customers."

Stella Farms, Scottsdale, Arizona, is in the thick of its melon season, says Vice President of Sales Mike Martori, approaching peak volume of the season. Conventional large, seedless watermelons continue to take center stage, Martori says. "Quality this season is great, and prices are low, so retailers should get as many melons on the shelves as they can. The suggested retail price for medium-size watermelon in the summer ranges from $3 to $5.

According to an article on, Martori agrees that cut melon continues to be trending in popularity, with a broad range of consumers opting for this choice for convenience and time savings.

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