Giumarra ready for watermelon boom


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Carl Collen


Giumarra ready for watermelon boom

Mexican-grown watermelons will boast Sesame Street Eat Brighter! artwork

Giumarra ready for watermelon boom

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Giumarra Nogales has announced that it will begin spring Nature’s Partner melon shipments at the end of March, and will offer seedless watermelon grown in Mexico featuring Sesame Street eat brighter! artwork.

The watermelon programme is designed to get children and their families excited about eating watermelon, a delicious fruit high in vitamins C and A. Each individual watermelon will include a peel-off label with information about watermelons and a child-friendly recipe.

“We are offering large Sesame Street ‘eat brighter!’ bins as an added benefit for our retail partners, and they really stand out at store level,” says Gil Munguia, division manager of Giumarra Nogales. “Watermelons are the perfect item for Giumarra Nogales to begin its participation debut in PMA’s far-reaching initiative, and we will have high supply to service all of our customers.”

The high-graphic bins feature Big Bird and Elmo, as well as the Nature’s Partner brand identity. Munguia went on to explain the idea behind offering a total solution to customers by including both bins and stickers. The bins will first catch the consumer’s attention from across the produce department, and the peel-off labels seal the sale with a fun, informative design.

“It’s important to highlight the awesome nutritional benefits of watermelon, but also appeal to kids with the label,” says Ben Reilly, Midwest business development manager for Giumarra. “We decided on a recipe for a cupcake-shaped watermelon snack that families will have fun creating together.”

Giumarra anticipates increased volume this spring, in the arena of 28 percent up from 2014. Shipments are expected to arrive beginning in mid-March.

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