76% of watermelon purchasers and 58% of non-purchasers say they would be more likely to purchase watermelon in the future if they knew it was healthy for them and their family.

Watermelons offer significant health benefits. Building awareness is key. Help your guests learn how watermelon is considered one of the “top ten ‘good for you’ fruits” and it will reward you with sustained demand. At Coosaw Farms, we are happy to work along side your marketing teams in the promotion and advocacy of watermelon’s compelling benefits.

Unfortunately, only 22% of consumers currently realize watermelon’s lycopene benefits and only 53% realize watermelon is a heart-healthy food approved by the American Heart Association. As a retailer, you can help make a difference. By doing so, it can reward you with increased sales. The National Watermelon Promotion Board recently conducted a study on the impact of the Lycopene Leader logo (figure to right) on watermelon sales. Over a 6 week period, the stores using the Lycopene Leader graphic realized a 36% increase in volume movement/sales of watermelon.

At Coosaw, we are happy to work with you and your marketing team in the communication of key health benefit information that would draw guests to your stores and also educate them while making their fresh produce purchasing decisions.

Through the National Watermelon Promotion Board, the watermelon industry offers a special character named, “J. Slice,” to help communicate watermelon’s delicious taste and tremendous health benefits to younger audiences. Deriving from “Juicy Slice,” J. Slice was developed and named using feedback from several focus groups to represent the energy and vitality of a healthy lifestyle which include eating many different kinds of fruits and vegetables.

J. Slice is featured in a number of children’s collateral pieces, including a coloring book, an activity sheet, is online with downloadable educational materials, and is featured on Coosaw Farm’s website and watermelon bins. J. Slice artwork and promotional tools are available to you for open use in your merchandising programs and materials. We invite you to take advantage of this specially-designed children’s health advocate action-figure.

Understanding that,
• Diet impacts health.
Researchers estimate 40-70% of our overall cancer risk is related to dietary habits.
• Fresh produce matters.
Current scientific evidence weighs heavily in favor of eating a diet rich in fresh fruits and vegetables.
• Times five or more.
The American Institute for Cancer Research indicates people who eat five for more servings of fruit and vegetables every day have half the risk of developing cancer as those who only eat one or two servings a day.
Produce not pills.
43% of Americans take a daily multi-vitamin to reduce the risk of cancer, yet a recent study in the Annals of Internal Medicine found no evidence vitamin supplements reduce the risk of cancer or heart disease. To ensure we’re getting maximum nutritional benefit from vitamins and minerals it is advised to bulk up on produce instead of supplements, functional foods hold significant value in today’s market. A functional food is defined as any food or food component that may have health benefits beyond basic nutrition. The International Food Information Council study found that more than eight in ten Americans can associate at least one functional food with a disease or health condition the food may impact. Of these, most are food component/disease pairs involving top health concerns of cardiovascular disease (53%) and cancer (43%).

Due to studies published in 2002 (“Watermelon Packs a Powerful Lycopene Punch,” USDA ARS) watermelon is known to be the leading source of lycopene in fresh produce. This places watermelon into the functional food category. To health conscious guests, this information is key.