Supermarket Perimeter - July 2021 - 51

The summer is also a great time to incorporate grilled mango into
traditional cookout menus, Bohlman said. Content from the Mango
Tribe, the board's network of influencers, also aims to help inspire
new and unique ways to use mango. The 2021 edition of the Mango
Tribe features several content creators who have unique, authentic ties
to mango.
On the retail front, she added, retailers have large display contests
featuring National Mango Month as well as National Mango Day.
Looking ahead, the board has been working on a brand refresh
project along with a revamp to its website, both of which are set for
launches later this year.
Watermelon board launches Disney/Pixar promotion,
holds retail merchandising contest
The Winter Springs, Fla.-based National Watermelon Promotion Board
has a busy summer on tap, with a Disney/Pixar promotion and a Retail
Merchandising Contest.
The Disney/Pixar promotion focuses on the studios' new movie
" Luca, " which began streaming exclusively on Disney+ on June 18.
" Luca " is a fun and heartwarming story about friendship, stepping
out of your comfort zone and an extraordinary pair of sea monsters
who experience a life-changing summer. Watermelon makes a special
cameo in the film as sea monsters Luca and Alberto, who look human
when they're dry, venture beyond the surface to the Italian seaside town
of Portorosso to see-and taste-all this new world has to offer.
As part of its collaboration, the board has developed the
" Unforgettable Summer " campaign, connecting watermelon and the
movie's themes of summertime joy and happiness.
Throughout the month of June, the board will encourage people
nationwide to visit a special landing page (Watermelon.org/PixarLuca)
to either share an unforgettable summer adventure they've had or
would like to have in 2021.
People who share their stories and dreams are entered for the chance
to win weekly prizes, such as " Luca " merchandise or one grand prize of
an " Unforgettable Movie Night " prize pack which includes an outdoor
movie projector, a projector screen, a popcorn maker, a watermelon
slicer and a BlendJet.
" Watermelon and summertime adventures go hand-in-hand,
which makes our collaboration with Disney and Pixar's 'Luca' a
perfect pairing, " said Stephanie Barlow, the board's senior director of
communications. " While watermelon is incredibly versatile, there's no
denying most everyone associates enjoying watermelon with our best
summer memories - whether it's family picnics, weekend getaways
or unforgettable vacations. That connects directly with the themes
of 'Luca,' which arrives just as we find ourselves in peak watermelon
season. "
On the Watermelon.org landing page, visitors also will find:
* The world of " Luca " brought to life.
* The film's trailer.
* Watermelon recipes inspired by Italian cuisine - such as " Watermelon
Pizza alla Italia " and " Watermelon Caprese alla Feta. "
* A chance to enter the " Unforgettable Summer " Sweepstakes*.
To draw people to the landing page, the board will promote the
collaboration on its social channels as well as via pre-roll digital ads
- all targeting watermelon lovers while drawing new fans and followers
of Pixar and " Luca. "
Also on tap for the board this summer is a retail display contest.
Retailers who build displays anytime in July or August are eligible.
Merchandising can be based on whole watermelon, fresh-cut
watermelon, mini watermelon or any mix, and participants may use
any type of point-of-purchase materials and/or make their own creative
pieces, according to the board.
More than $10,000 in cash and prizes will be awarded to winning
entries. The Grand Prize winner will receive $5,000, second place
$2,500, third place $1,000 and three honorable mentions $500 apiece.
New jackfruit, coconut and charentais
products from Melissa's
Los Angeles-based specialties shipper World Variety Produce, which
markets product under the Melissa's label, ships 30 varieties of tropical
fruits and 15 varieties of melons either year-round or seasonally, said
Robert Schueller, the company's director of media relations.
Among the new products in the two categories for World Variety are
a new Jackfruit Pods pack, an organic EZ-open young coconut product
and a new variety of charentais melons.
For the past four years, tropicals have enjoyed close to double-digit
growth, Schueller said. And COVID accelerated that growth, with stuckat-home
cooks looking for new things to cook.
Melon growth has been in the 3-8% range in recent years for World
Variety. Growth has been strongest in mini watermelons, charentais, red
watermelons and Korean melons.
This summer, top tropical sellers for World Variety should include
mangos, jackfruit, dragon fruit and red papaya. Top melon sellers will
likely be black (midnight) and yellow watermelons.
Variety melon deals kicked off in mid- to late May this year, instead
supermarketperimeter.com
JULY 2021 - 51
NATIONAL MANGO BOARD, NATIONAL WATERMELON PROMOTION BOARD
http://www.Watermelon.org/PixarLuca https://www.watermelon.org/pixarluca/ http://www.Watermelon.org https://www.youtube.com/watch?v=NiYasTBV_EY http://www.supermarketperimeter.com
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