AUGUST 2017

In late June, NWPB staff visited the USDA offices in Washington, D.C. to meet with the Foreign Agriculture Service and the Agricultural Marketing Service teams. While there, NWPB staff had the honor of meeting current Secretary of Agriculture Sonny Perdue.

2 Use the Whole Watermelon: Influencer Network Activated

3 Use the Whole Watermelon: Twitter Party and Recipe Contest

4 Use the Whole Watermelon: TV Segment and 100 Days of Watermelon Instagram Contest

NWPB Staff Visit Secretary of Agriculture

AUGUST 2017

This summer and continuing into fall and winter, our network of blogger partnerships is activated to create awareness about and education on the benefits of using the whole watermelon. Harnessing the value of third-party endorsements, we are creating the groundwork for conversations, recipe inspiration and usage techniques throughout the year (and to help launch the summer recipe contest).

We selected bloggers to bring the Use the Whole Watermelon campaign to life through authentic, custom blog posts spotlighting original recipes and preferred techniques that use the whole watermelon. All bloggers received our key messages and guidelines for driving consistent campaign messages – while incorporating their own authentic content. Likewise, all blogger posts and social shares are united with the overall campaign hashtag (#usethewholewatermelon). Throughout the recipe contest period, followers are encouraged to explore new watermelon uses and create and submit their recipes to the contest.

Sampling of ways we are working with bloggers to support our campaign efforts:

• Recipe development • Blog posts • Video production • Facebook Live events • Snapchat stories • Twitter party • Giveaways • Sharing of NWPB recipes and carvings on

Pinterest and other channels • Social amplification

The Influencers of Team Watermelon are:

www.fannetasticfood.com/ www.thefitfork.com www.loveandzest.com www.theMom100.com www.100daysofrealfood.com/ www.healthygrocerygirl.com/ www.thekitchenismyplayground.com/ www.fooddonelight.com http://www.afarmgirlsdabbles.com/

Use the Whole Watermelon Influencer Network Activated

Twitter Party: July 6th To increase visibility and excitement for the “Use the Whole Watermelon” campaign and recipe contest, National Watermelon Promotion Board hosted a #UseTheWholeWatermelon Twitter Party. Co-hosted by Registered Dietitian and blogger Anne Mauney, the party conversation focused on using the whole watermelon (flesh, juice, rind), tips and best practices, and recipes. Throughout the hour-long party, random participants were rewarded with fun watermelon prize packs. As you can see by the infographic, the party was a huge success with great engagement and enormous reach and impressions!

AUGUST 2017

To honor July as National Watermelon Month, NWPB hosted its first ever recipe contest. Consistent with the 2017 campaign and focus, the Board challenged watermelon lovers to use the whole watermelon – flesh, juice and rind – in their recipes. To get the word out, the Board worked with several bloggers, hosted an online Twitter party, and promoted the contest on all social media channels. The contest was even shared by Chef Dave Woolley on the Denver local morning show Colorado & Company (see “Twitter Party,” “Influencer Network” and “TV Segment” articles for more details)! Entrants could submit their recipes using any part of the watermelon online at http://www.watermelon.org/recipecontest for a chance at winning up to $500. Judging will be based on recipe taste/texture, prominent use of watermelon, creativity/originality and visual presentation/appearance. Four winners will be awarded including three first place prizes for each recipe category (flesh, juice, rind) to receive a $150 Visa gift card. One grand prize winner will receive a $500 visa gift card. Submissions are now in the judging process and will be announced mid-August. Be on the lookout in future issues of the Watermelon Update for winning recipes!

Recipe Contest

TV Segment: Denver, July 3rd Chef Dave Woolley presented how to Use the Whole Watermelon live on Colorado & Company morning show in Denver on Channel 7 on July 3rd, in time for the big 4th of July holiday. This earned media opportunity was the result of the station receiving the press kit mailing in February. This a terrific example of how our watermelon resources can effectively turn ideas and inspiration into tangible results. Watch the clip at https://youtu.be/nO4NOFeatt8.

NWPB was once again invited to participate in the U.S. Embassy Independence Day receptions in Japan and Canada. U.S. watermelon was served as part of both events and was well received by attendees as the perfect treat for a hot 4th of July day.

U.S. Embassy Independence Day receptions in Canada and Japan

AUGUST 2017

100 Days of Watermelon Instagram Contest

Inspired by the participation and engagement in last year’s 100 Days of Watermelon contest, Communications Committee Board members requested to bring back the Instagram-specific summer contest. This year’s contest is better than ever with more social media amplifications and even better prizes! The contest, which began May 29, has already surpassed last year’s posts week-over-week.

To join in on the fun, the Board asked Instagram users to post any and every moment with watermelon - from enjoying a big juicy slice at a picnic, to sipping smoothies poolside, to spotting a local watermelon queen at the state fair - with hashtag #100DaysofWatermelon. Each week the Board reviews posts from the previous week and give away fun watermelon prizes (14 weekly winners total) like a watermelon football, tumbler or pool float. One grand prize winner will be chosen at the end of the contest to win an ultimate watermelon prize pack!

The contest is still going strong and will continue through just after Labor Day, September 5. Full contest results will be featured in a Fall newsletter. Suggestions for next year’s contest? Contact Stephanie Barlow, Senior Director of Communications at (407) 657-0261 X202 or sbarlow@watermelon.org.

WATERMELON UPDATE WILL GO

DIGITAL ONLY IN 2018

Calling all print subscribers to the Watermelon Update! Beginning in January 2018, our newsletter will move to an online and email format only. To subscribe online or view past issues, visit www.watermelon.org/update.

AUGUST 2017

NWPB Reaches Culinary Educators

The NWPB launched new Culinary Curriculum Lessons Plans. The Lessons include:

• Lesson 1: Watermelon History, Cultivation & Market Insights • Lesson 2: Watermelon Types, Product Formats & Availability • Lesson 3: Watermelon Receiving, Handling & Storage • Lesson 4: Watermelon on the Menu • Lesson 5: Watermelon Carving • Lesson 6: Watermelon Nutrition

Most Lesson Plans include the lesson plan, presentation, exercise and a quiz. The American Culinary Federation (ACF) gave the curriculum 5 CEHs (credits towards accreditations) so the plans are useful to educators, new and experienced chefs.

To help promote the curriculum and watermelon as a whole, the NWPB sponsored the Center for the Advancement of Foodservice Educators (CAFE) in Myrtle Beach, SC in June. In addition to multiple menu items throughout the conference, Megan McKenna hosted an in-kitchen presentation with the attendees featuring multiple recipes and flavor pairing tastings. The accompanying presentation highlighted the material in the new curriculum. CAFE will highlight the curriculum in future outreach to their membership in the fall. We have already seen many completions of the quiz since this event.

In August, watermelon will be the Ingredient of the Month with ACF, reaching their full membership through their website, e-newsletters and social media. The NWPB donated product for their annual conference so in addition to the two carving classes on the schedule, watermelon was highlighted as the secret ingredient during their Young Chefs Culinary Competition and in a pop-up tasting during the conference. Who doesn’t love Watermelon Margaritas after a day at a conference?!

AUGUST 2017

Watermelon Retail Display Contest Call for Entries – Still Time for Retailers to Enter!

The National Watermelon Promotion Board (NWPB), invites all retail chains, independent retailers and commissaries to submit entries to their Retail Display Contest. The annual contest was originally established to honor National Watermelon Month in July and is now in its 9th year. It is used by NWPB to encourage retailers to create displays that showcase the many benefits of watermelon including health, value and versatility.

New this year, more than $10,000 in cash and prizes will be awarded to top entrants, including “Classic” and “Star Spangled” watermelon categories. Winners in both categories will receive $1,500, $800 for 2nd place winners, $600 for 3rd place winners and $400 for both 4th place winners, respectively. Eight honorable mentions in each category will win $200 each.

To enter a display, retailers can submit their entry via an online contest form at http://www.watermelon.org/Retailers/Retail-Display-Contest (recommended) or mail entry form and photos beginning July 10th. All entries must be submitted/postmarked by midnight EST on September 8, 2017. For more information, including official contest rules and last year’s winning displays, visit http://watermelon.org/Retailers or contact Juliemar Rosado at jrosado@watermelon.org.

Enter to Win the national watermelon

july or august.

Set up yourdisplay for

Retail display contest!

Promotes watermelon of any kind

Includes extras suchas watermelon

recipes and storage tips

AN EYE-CATCHING

DISPLAY FOR CUSTOMERS THAT:

BUILD

More than $10,000in cash and prizes

will be awardedto retailers for a “Star Spangled” or

“Classic” retail display.

Winners in both categories willreceive the following prizes:

1st Place - $1,500 2nd Place - $8003rd Place - $6004th Place - $400

8 Honorable Mentions - $200 each

Contest categories include“Watermelon” and

“Star-Spangled Watermelon”

First 150 entrants receive a $15 Amazon *gift card

ugust.

Contest categories include

Visit watermelon.org/retailers to order kits andsubmit contest entries.

*restrictions may apply

Steps to Enter:Step 1: Visit watermelon.org/retailers for free promotion ideas

and free POS materials, and to order a Retail Display Contest Kit.

Step 2: Create an amazing Watermelon or Star-Spangled Watermelon Display.

Step 3: Take photos of your display. High resolution photography is preferred. Keep the display in your store at

least one week during the months of July or August.

Step 4: Submit your entry by midnight on September 8, 2017.

You may have seen the latest fashion trend taking over your social media feeds this summer - watermelon dresses! Check out a few of watermelon dresses posts below. This trend was so popular it received coverage in news outlets like ABC News, Cosmopolitan online, and TIME!

Watermelon Fashion Takes Over Social Media

AUGUST 2017

Watermelon in the News

Where will NWPB be next? The FLAVOR Experience – Newport Beach, CA – August 14 – 17

Check out some of the recent watermelon coverage in Woman’s Day, Wall Street Journal, Southern Living, Health, Everyday with Rachael Ray, The Today Show, CBS Sunday Morning and more!