Supermarket Perimeter - July 2020 - 47

LOOK, LIFT, TURN!
Teach customers how to pick
the right watermelon.
Look the watermelon over
The best watermelons are firm
and free from bruises, cuts or
dents. Scratches are okay.
Lift it up
The heavier the watermelon, the
juicer the fruit. A good watermelon
should be heavy for its size.
Turn it over
A creamy yellow spot on the
bottom of the watermelon
signals that it sat on the ground
and ripened in the sun.
Watermelon Board

before they even get to the store, said Juliemar Rosado, director of
retail and international marketing at the Winter Springs, Fla.-based
Watermelon Board.
In previous years it's been easy for retailers to sell watermelons
through impulse buys encouraged with fresh samples - an act that is a
little tougher to carry out with the presence of COVID-19.
"Those demos that unfortunately we can't do to diversify
watermelon, for example, using it in a salad or using it with another
ingredient to show that you can eat it and you can eat all of it, including
the rind," she said. "For us that versatility angle is still very important
because it does provide great value to the consumer because you can
do so much with watermelon. So it's encouraging them before they get
to the store, whether it's showing a recipe that they may want to try
online or a video demonstrating it, or something like that."
Rosado pointed out that the Watermelon Board has lots of resources
such as recipes, POS, digital media and more that retailers can use to
help turn shopper attention toward watermelons.

Mangos
According to the Orlando-based National Mango Board (NMB), the
Mexican mango crop has exceptional quality this year. This year's crop
is expected to peak from late June through the end of July, an extended
peak from last year that is expected to yield six weeks of more than 3.5
million boxes of mangos a week.
"The outdoor summer months provide an opportunity to take
advantage of the mango's versatility of providing a sweet or savory
flavor profile to any of the dishes you serve family and friends,

particularly as a part of the grilling season," said Tammy Wiard, retail
marketing manager for the NMB. "The National Mango Board can
support the retailers' efforts of educating the consumer about the many
varieties by providing POS materials and digital content/assets that
feature any of these varieties - free of charge."
NMB's marketing manager, Marissa Khan, pointed out that the
mango's versatility matches consumer desires to try new flavors.
"Consumers are seeking out adventure in their lives, and this is
mirrored in their food choices as well," she said. "Whether it's Asian,
Indian, African, Peruvian or other globally inspired cuisines, with the
increased curiosity and connectedness around food, mangos are
making their way into American kitchens and menus.
Wiard noted that themed displays centered around ingredients
grouped together for a new recipe for a family meal solution are a great
way to draw in shoppers.

Now's the time to highlight health benefits
Amid COVID-19 there's never been a better time to promote superfoods
like melons, mangos or other tropical fruits, that can boost health
Mangos and cantaloupes for example, are an excellent source of Vitamin
C. A cup of mangos includes about 60mg of Vitamin C, while a cup of
cantaloupe includes about 57mg - more than half the daily value.
Mangos contain over 20 different vitamins and minerals that support
immune function, cardiovascular, cognitive and neurologic function.
They're also a good source of folate and copper, and provide 2 grams of
fiber (7% DV) and 8% DV of vitamin A.
Both watermelons and cantaloupes are an excellent source
for hydration, especially in the hot summer months. The average
watermelon is made up of 92% water and is rich in vitamins and
nutrients such as Vitamins C, A, B1, B5 and B6, potassium and
magnesium. Cantaloupe on the other hand is 90% water and high in
antioxidants.

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