Welcome to the Industry Member's American flag on watermelonssection of watermelon.org, developed especially for watermelon growers, shippers and importers. Here is a wealth of informational resources for your use. The NWPB is dedicated to assisting and supporting industry members by offering marketing materials for promotions and tools, such as logos, photos, health statements and more that can be used in your programs, websites, and other marketing efforts.


2015 Watermelon Board Member Appointments Announced

 2015 Watermelon Board Member Appointments Announced

[USDA] Release No. 212-14
Contact:
Hakim Fobia (202) 690-0488
Hakim.fobia@ams.usda.gov

WASHINGTON, Oct. 15, 2014 -- Agriculture Secretary Tom Vilsack appointed 13 members to serve on the National Watermelon Promotion Board. All of the appointees’ terms will begin Jan. 1, 2015, and end Dec. 31, 2017.

New members include: Katelyn Kelly Miller of Punta Gorda, Fla.; Matthew Singletary of Alva, Fla.; James F. Shepherd of Naples, Fla.; Lee Wroten of Bartow, Fla.; Zachary Fawcett of McAllen, Texas; Rolando Rosales of Boca Raton, Fla.; Ramon Murillo of Nogales, Ariz.; Mario W. Cardenas of Boca Raton, Fla.; and Rob Richards of McAllen, Texas.

Re-appointed members include: John Gee of Temecula, Calif.; Raul Paez of Nogales, Ariz.; Gabriel Hinojosa of Mission, Texas; and Richard M. De Los Santos of Austin, Texas.

USDA’s Agricultural Marketing Service (AMS) provides oversight of the Watermelon Board in accordance with the Watermelon Research and Promotion Act of 1985 and the Watermelon Research and Promotion Plan. The Plan includes watermelon handlers, producers growing 10 acres or more of watermelons, and importers who import 150,000 pounds of watermelons or more per year. Producers and handlers each pay an assessment rate of 3 cents per hundredweight, and importers pay 6 cents per hundredweight. The program is administered by board members who are selected by the Secretary of Agriculture.

USDA encourages board membership that reflects the diversity of the individuals served by the programs. USDA encourages all eligible women, minorities, and persons with disabilities to seek nomination for a seat on the Watermelon Board.
Research and promotion programs are industry-funded, were authorized by Congress, and date back to 1966, when Congress passed the Cotton Research and Promotion Act. Since then, Congress has authorized the establishment of 22 research and promotion boards. They empower farmers and ranchers to leverage their own resources to develop new markets, strengthen existing markets, and conduct important research and promotion activities. AMS provides oversight, paid for by industry assessments, which ensures fiscal responsibility, program efficiency and fair treatment of participating stakeholders.

For more information about research and promotion programs, visit www.ams.usda.gov/FVPromotion. For more information on the Watermelon Board, please contact Tarun Harit by phone: (202) 720-9915, or e-mail: Tarun.Harit@ams.usda.gov.

Get the latest Agricultural Marketing Service news at www.ams.usda.gov/news or follow us on Twitter @USDA_AMS. You can also read about us on the USDA blog.

USDA is an equal opportunity provider and employer. To file a complaint of discrimination, write: USDA, Office of the Assistant Secretary for Civil Rights, Office of Adjudication, 1400 Independence Ave., SW, Washington, DC 20250-9410 or call (866) 632-9992 (Toll-free Customer Service), (800) 877-8339 (Local or Federal relay), (866) 377-8642 (Relay voice users).

Click Here to Read the Press Release on the USDA Website.

 

Important Fact: The assessment rate is currently six cents per hundredweight. 

 

Click to link to Online Handler's Report

Click here for the User Guide to support the Online Handler's Report (PDF) - Step by Step instructions with graphics to walk you through filing your report online.

 

Price elasticity of whole watermelon – how does it affect watermelon prices this summer? What is its effect on consumer purchases?

Rose Research LLC, conducted a study as follows: "A total of 800 online interviews were completed during May/ June among respondents who are the primary grocery shoppers of their household and purchased whole watermelon in the past few months. The interviewing was conducted among a national sample of respondents and is reflective of U.S. population statistics". According to Steve Rose: "The price elasticity study confirms that the (perceived) current price of whole watermelon ($4.56) falls within the range of acceptable prices the consumer is willing to pay - $3.25 - $4.71. According to Rose Research, the price of $4.56 is at the high-end of the range and we would suggest that in these challenging economic times – with the consumer watching their budget carefully and cutting back in many areas – caution should be used when pricing watermelon going forward as higher (prices) near the limit could inhibit sales, long term."

The NWPB cannot dictate price to retailers for legal and other obvious reasons. As such this report should be used with discretion as you discuss this with retailers. All we are doing is stating the facts based on a valid research project of consumers, that is intended to show how certain price points can either stimulate or discourage purchases of watermelon based on what the consumer's in this study were reporting. We want this to be a win-win situation for all parties concerned.

 Price Elasticity