JANUARY/FEBRUARY 2017

Carbonated Watermelon Wows Editors at International Foodservice Editorial Council Conference

The NWPB attended the International

Foodservice Editorial Council Conference

(IFEC) the end of October, 2016. Throughout

the conference editors and publicists have

10-minute meetings to review editorial

opportunities for the coming year - think

speed dating with editors! The editors often

say this fills their editorial calendar for the

coming year so, with ongoing follow-up,

watermelon should have a strong presence

in foodservice media in 2017. The NWPB

also sponsored Chef Showcase during the

2 NWPB Research Program Provides Benchmarks, Insights & Messaging for Industry

opening evening of the conference. Chef Jon

Chesnut of Crave Catering created

Carbonated Watermelon to highlight

watermelon’s flexibility as well as use the

flesh, rind and juice as a part of the recipe.

The recipe was delicious and the display was

stunning. To get a little more quality time with

the editors, the NWPB co-sponsored a meet

and greet after conference hours. IFEC was a

great success and the results will be seen

throughout 2017!

3 Communications Press Kit, Texas Watermelon Association Meeting, National Watermelon Queen

4 Family Features, 2016 Retail Highlights in Photos

JANUARY/FEBRUARY 2017

NWPB Research Program Provides Benchmarks, Insights & Messaging

The research topics can be broken out into two

categories. The first is focused on the audiences

the Board speaks to; consumer, retail and

foodservice. The second is nutrition research to

help build and expand the positive nutrition story

for the super fruit, watermelon.

The Board conducts consumer research to better understand consumers’ attitudes towards the usage of watermelon. The research

delves into topics such as purchase behavior, food

safety, quality, seasonality, health and nutrition

and more. New in fiscal year 2016/2017, the Board will conduct an additional survey during the fall/winter season to better understand attitudes during this time of year. In addition to

consumer research, retail and foodservice

research is conducted to understand the usage

and opportunities for these audiences. Retail scan

data and ad tracking help the Board understand

the retail environment and help the Retail Team

work with retailers across the country. MenuTrend

Research benchmarks menu mentions and

highlights watermelon trends in foodservice.

Cutting, yield and shelf life studies help retail and

foodservice with their fresh-cut business and

foodservice chains assess what form of

watermelon would work best for their business.

These examples are only a part of the research

done by the NWPB and available for industry use.

The NWPB has spent more than $600,00 in

nutrition research since 2010. Topics have

included; cardiovascular function,

anticancer/antiviral, inflammation, pre- and post-

exercise, osteoporosis, and skin care. In 2016, a

Watermelon Nutrition & Health Insights Analysis

was conducted to cross reference consumer trend

drivers, watermelon nutrition profile and

watermelon health and nutrition research to

hone in on what nutrition research projects

would be best to fund in coming years. From this

project a request for proposal was released

asking for research on:

• Watermelon Bioactive Compounds: Identification and quantification of bioactive compounds in the seeds and rinds of watermelon and their bioavailability and pharmacokinetics

• Cardiometabolic Health: Investigation of the impact of watermelon consumption on various indices related to cardiovascular disease, diabetes, body weight, inflammation, etc.

• Digestive Health: Investigation of the impact of watermelon consumption on digestive health, including the gut microbiome

• Other Areas: Research investigating the impact of watermelon consumption on emerging areas of interest, such as skin health or cognitive health. Research investigating the impact of watermelon consumption on the health of special populations, such as athletes, children, and older individuals

Responses are due by January 9, 2017 and the Research Committee and Board will review and approve the projects in Q1 2017. The Board is continually looking for research partners, so even after the deadline for fiscal year 2017/2018, please reach out to executive director, Mark Arney (marney@watermelon.org) for more information on our research programs or to connect research partners.

Each year the NWPB invests in research programs, as directed by the Research Committee and Board.

Please be sure to sign up for the digital version the Watermelon Update industry newsletter. You can sign up on our website at http://www.watermelon.org/update.

JANUARY/FEBRUARY 2017

Thank You Carla! All of the NWPB staff would like to thank Carla

Penney for her terrific year reign as the National

Watermelon Queen. No promotion proved too

big or too small, and she has enriched the lives

of many parents, children, retailers, customers,

teachers, students, and every one of us in

between. We are so proud of you and wish

much success in your future endeavors!

2017 Communications Press Kit

Launching in January, the 2017 Use the Whole

Watermelon communications campaign will focus on

encouraging consumers to use watermelon’s flesh,

juice and rind, showcasing its versatility while giving

consumers an even greater value for their purchase

and eliminating food waste. The new press kit to

accompany the campaign will include new recipes

and carvings, resources like flavor pairings, storage

tips and year-round messaging and will be distributed

to 2,000 social, online and print food editors and

writers throughout the country. The kit will also be

available for download on watermelon.org.

Texas Watermelon Association Meeting

NWPB Executive Director Mark Arney is

pictured here at the Texas Watermelon

Association meeting in November. Arney gave a

presentation on Friday to growers where he

previewed Watermelon Board’s all-new

television commercial. He also presented the

next morning before the general assembly.

JANUARY/FEBRUARY 2017

In continuing support of the Watermelon for Health media and consumer

campaign, two releases through Family Features are currently earning

impressive numbers of placements in hundreds of publications across

the country. “Workout Your Post-Workout Snack” is a wintertime

release that features the new watermelon and beet post-workout

smoothie recipe. It was put out through the Family Features network in

early October and is available for editors to download into their

publications through January. This mat release has already garnered an ROI of 125:1 in over 1,000 program placements.

In the New Year, New You January slot, the full page feature release

titled “Make Healthy a Way of Life” is in distribution to support

Watermelon for Health. This release was put into the Family Features

distribution network in late October and will be available for six months. It

has already earned an ROI of 32:1 with 369 placements, and this

number is expected to grow significantly. Both of these health/fitness

themed features will be promoted to the Family Features network of

editors in the New Year’s health push due to their content being of high

relevance to the consumer media content calendars. Some editors may

prefer the full page layout while others may opt for the smaller mat

feature, but in both cases the content is fully customizable and

compatible to the individual publication.

Winter Season Paid Placements Earning Bigtime ROI

www.germantownnews .com

Wednesday, October 26, 2016 Germantown News 13

MAKEHEALTHY

Simply add watermelon

to see resolution results

FAMILY FEATURES

The start of a new year is the perfect time for new beginnings, including

a fresh start on eating healthy. The trick to making this year's resolution

stick is introducing smart eating habits so tasty and easy that your eating

plan becomes more a way of life than a short-lived commitment. One

easy way to achieve that habit is by adding watermelon to your daily diet, giving

your body a low-calorie option to curb an appetite for unhealthy snacks.

Set reasonable goals. A deprivation diet is destined to fail because eventually

your body will rebel. Instead, aim for well-rounded meals with moderate portions.

' If weight loss is your ultimate goal, know that losing two pounds a week is generally

considered the maximum.

Satisfy your sweet tooth. Everyone, even the most dedicated health food fans,

experience cravings from time to time. Most experts agree that it's OK to answer

your sweet tooth - in moderation of course. Before you take the plunge, think

about whether there are other options that could be a good substitute. For example,

instead of a sugary candy bar, consider a naturally sweet slice of watermelon for

a cholesterol-free, fat-free way to satisfy cravings at only 80 calories per 2-cup

serving. Watermelon contains fiber and water, and packs a wealth of health benefits,

including strong levels of vitamins A, C and B6.

Stay well hydrated. During the cooler winter months, it's easy to let water

consumption slide because you're not feeling the heat and thirst you do in warmer

weather. However, the dry winter air can also be hard on your body, so it's impor-

tant to keep that water flowing year-around. Most adults should aim for eight

glasses of water each day, but you can also boost your water intake with foods

that have a high water content, such as watermelon, which is 92 percent water

and contains protein and fiber so you are satisfied on fewer calories while boost-

ing your overall hydration.

Find more inspiration for health-conscious habits in the new year at

watermelon.org.

Watermelon Protein Bites

Recipe courtesy of Anya Shinall

of Anya's Eats

1 cup pitted dates, soaked

purified water

1 1/2 cups sprouted watermelon seeds,

divided, plus additional for

garnish

1 tablespoon coconut butter

1 cup fresh watermelon, chopped

1/8-1/4 cup roughly chopped beets

(optional)

Chop dates in half.

Place dates in bowl of purified water and

soak 1-2 hours.

Remove dates from water bowl and place

them into food processor.

Pulse a few times then add 1 cup water-

melon seeds, coconut butter and watermelon.

Add chopped beets, if using.

Blend until well combined, scraping sides

of food processor as you go.

Add remaining watermelon seeds and

pulse, leaving some seeds chunky.

For smoother texture, continue to blend.

Remove mixture from food processor, place

in small bowl and cover, allowing to cool in

refrigerator 30 minutes.

Remove mixture from fridge. With

fingertips slightly wet, roll mixture into balls

and place on a plate.

Once done rolling, add watermelon seeds

to top.Place watermelon bites in freezer 1-2 hours,

or until frozen.

Steel-Cut Oats with Watermelon

Servings: 21 cup 1 percent milk, plus additional

(optional)

1 cup water

1/2 cup steel-cut oats

3/4 cup diced seedless watermelon

2 tablespoons dried tart cherries or

cranberries

2 tablespoons chopped pecans

2 tablespoons maple syrup

In medium saucepan over high heat, bring

1 cup milk and water to gentle boil. Pour in

oats. Stir; return to gentle boil then reduce

heat to simmer, stirring occasionally, 20-30

minutes.While oats are cooking, in small bowl,

combine watermelon, dried fruit, nuts and

maple syrup.

Portion out oats and top'with watermelon

mixture. Add additional milk, if desired.

.-; .

Island Fruit Salad

Servings: 2

2 tablespoons water

2 tablespoons coconut

sugarlime (1 tablespoon),

juicedteaspoons rum extract

kiwis, peeled and diced

orange, sectioned and

halvedcups seedless watermelon,

chopped

1/2

1 1/221

2 teaspoons flaked,

sweetened coconut

In small bowl, combine water

and coconut sugar; microwave 20

seconds. Stir to completely dis-

solve sugar. Let cool. Once cool,

add lime juice and rum extract.

In medium bowl, add kiwi,

orange and watermelon. Pour rum

juice over top and thoroughly toss.

Let sit 30 minutes to allow flavors

to blend.Divide fruit salad into two bowls

and sprinkle with coconut.

Make Water Mouthwatering

A simple infusion of flavor gives water an instant upgrade,

whether you're looking to add some variety to your daily

water consumption or you're hosting an event and want to

offer guests a unique and nutritious beverage. Use your

favorite herbs and fruits to create one-of-a-kind combinations

that provide refreshing rehydration. Try these pairings:

Watermelon with basil, mint or lime

Strawberry with lime and basil

Cucumber and rosemary

Mixed berries and mint

Pineapple with coconut

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2016 Retail Highlights

JANUARY/FEBRUARY 2017

Why Not the Big Watermelon?: NWPB Presence at the New York Produce Show

United Fresh Winter Leadership Meeting – New Orleans, LA – January 10 – 12

National Grocers Association Show – Las Vegas, NV – February 12 – 15

NWPB Spring Board Meeting – N. Lake Tahoe, NV – February 22

Crisis Communications Session – N. Lake Tahoe, NV – February 25

Where will NWPB be

next?

The NWPB exhibited at the New York Produce Show and Conference (NYPS) once again in December, 2016. As a long-time exhibitor, the investment pays off with the opportunity to meet, network with and educate retailers in this dense and diverse region. The trade show day kicked off with the ‘Thought Leader Panel’ which included produce veterans from retailers, wholesalers, foodservice distributors and other influential organizations. For the first time at this show, the NWPB sampled the Watermelon Breakfast A Go Go. It is a great example of a demo-friendly recipe and the feedback was positive. As an exhibitor the NWPB interacted with many retailers such as Publix, Ahold, Wegman’s, and Morton Williams, to name a few.

Unlike other regional retail-focused shows, the NYPS has a day-long event for the foodservice audience in conjunction with the show, Ideation Fresh Foodservice Forum. The Forum brings together approximately 150 foodservice professionals from operators, distributors, suppliers and commodity boards. This year, Megan McKenna, NWPB director of foodservice, was on a panel during the Forum entitled, Getting the All-Important Consumer Buy-In. Among others, she was on the panel with the executive chef from First Watch and The Egg & I, a longtime partner of the NWPB. The Forum was well attended by contacts from Starbucks, California Pizza Kitchen, Sysco, Wendy’s and more.