The Eastern Cantaloupe Growers Association (ECGA), a food safety and advocacy group for Eastern Cantaloupe growers in the Midwest and eastern U.S., has launched its Flavor of Sunshine campaign to support the 2021 Eastern Cantaloupe season. The annual campaign helps drive business for retailers with consumer-facing marketing components such as branded PLU stickers on the fruit, recipes and a social media campaign promoting the benefits of Eastern Cantaloupes.
Left: Tony Phillips; right, the Flavor of Sunshine PLU
"Our members are proud of the Eastern Cantaloupes they grow, with their sweetness and unique flavor profile," said Debbie Johnson, ECGA executive director. "They’re also proud of the strong partnership they have with buyers and retailers in the Midwest and eastern U.S. and are excited about the Flavor of Sunshine campaign and the positive impact it will have on retail sales."
Also called Athena melon, muskmelon and rockmelon, among other names, Eastern Cantaloupes are grown throughout the Midwest and all along the East Coast. In its outreach to retailers, ECGA notes that melons produced in these regions, which are available from mid-June through early September, benefit from the wetter climate and rich soil, and consequently tend to be larger and sweeter than those grown in the western U.S.
The Flavor of Sunshine campaign supports retailers in making the farm-fresh nature of Eastern cantaloupes clear to consumers.
"Eastern Cantaloupes go from field to store in as little as 24 hours," said Tony Phillips, COO at Frey Farms and ECGA president. "They’re picked when ripe, ready to eat and give off an enticing aroma that hints at their sweetness. They’re also larger than other cantaloupes, so they catch the eye of any shopper walking through the produce area."
Grocers find stocking Eastern Cantaloupes also taps into the strong consumer preference that has developed in recent years for locally grown produce. ECGA’s Flavor of Sunshine campaign supports retailers in making the farm-fresh nature of Eastern cantaloupes clear to consumers.
Left: Matt Solana; right: Debbie Johnson
"Eastern Cantaloupes provide immediate satisfaction to retail customers," said Matt Solana, VP of operations at Jackson Farming Company and ECGA treasurer. "They take home a melon with its even, straw color and sweet smell, and cut into it that same day to enjoy the flavor that so clearly says, ‘Summer is here!’ For the American consumer, there’s a positive association between cantaloupes and summertime that runs deep."
To learn more about the 2021 Flavor of Sunshine campaign, click here.
For more information:
Debbie Johnson
ECGA
Tel: +1 (706) 229-7975
djohnson@asginfo.net
https://ecga-usa.org/