“Recent surveys done by C.H. Robinson on the mini category show that shoppers purchase mini melons for their perfect portion size and sweet taste,” said Josh Knox, strategic category manager at C.H. Robinson. While 36 percent of respondents attributed their purchase to the melons' sweet flavor profile, 93 percent of them noted that the size of the melons was the reason behind their purchase.
“The mini melons can fit into household refrigerators,” said Knox. “So they're great for individuals and families.” While consumers may find the prep time and storage options for conventionally sized watermelons daunting, they seem to appreciate the convenience of being able to enjoy just the right portion of watermelon that comes with the mini melons. Knox noted that the demand for the mini watermelons has been such that they've expanded their production to ensure availability of the mini melons on a year-round basis.
“Demand for the mini melons continues to increase,” said Knox. “They've been well received by consumers and retailers.” To augment the success they've enjoyed on the retail level, C.H. Robinson is also rolling out several promotions that will bring attention to the melons as well as benefit a worthy cause.
“In 2013, we've introduced the Pink Ribbon Watermelon program,” said Knox. “When consumers purchase a specially marked MelonUp! Pink Ribbon Watermelon, a donation will be made to breast cancer organizations on the retailer's behalf.” The goal is to raise $1 million, and Knox said they're already two-thirds of the way toward that goal. Additionally, they've developed an app available on iTunes called “Watermelon that Wows!” It contains recipes, instructions on how to carve watermelon centerpieces and a “Save the Watermelon” seed spitting game where the user helps a farmer protect his watermelon crop from vermin. All proceeds from the sale of the app will be donated to breast cancer organizations.
