Whole or cut?: National Watermelon Promotion Board on the vital adjustment to drive returns

With warmer temperatures thawing Americans’ appetites for fresh, juicy offerings, the National Watermelon Promotion Board (NWPB) is sharing new insights to help retailers determine where to focus their marketing efforts. 

So, the million-dollar question is: whole or cut watermelon?

NWPB Director of Retail and International Marketing Juliemar Rosado told FreshFruitPortal.com that aligning merchandising strategies with seasonal demand swings can unlock both higher volume and stronger dollar returns.

“To maximize performance, retailers should focus on large whole-fruit displays during peak summer, then shift their emphasis to value-added cut fruit as the season changes. The objective is not to choose between them, but to adjust focus as demand shifts throughout the year,” she explained.

Rosado noted that whole watermelons dominate volume, accounting for nearly 80 percent of total pounds sold, particularly during peak summer months. Cut watermelon, on the other hand, represents nearly half of annual dollar sales.

Slicing into seasonal strategy

While July remains the peak sales month, Rosado details opportunities to extend demand beyond traditional holiday windows, whether it's for whole or cut fruit. 

“Marketing watermelon as a 'year-round hydration hero’ helps maintain sales momentum during periods such as Back-to-School and early spring,” she explained. “Since nearly 41 percent of watermelon purchases are impulse-driven, placing secondary displays in high-traffic areas can increase sales. For cut fruit, emphasizing convenience and versatility in global cuisines and seasonal pairings encourages repeat purchases.”

Retailers can also leverage digital tools, she suggests, including recipes and short-form video content, alongside in-store sampling and cross-merchandising to sustain engagement across seasons.

Whole or cut: Pricing pressures and year-round play

Significant price disparities also weigh into the whole or cut discussion. 

According to the NWPB’s State of the Category, released on March 23, cut watermelon is priced up to 835 percent higher in the Great Lakes region.

To bridge the price gap, promotional activity plays a key role, particularly in winter months when 30 percent of cut watermelon volume is sold on promotion. The move, Rosado said, is a strategic approach to “keep the category relevant when shoppers seek a sweet treat or a natural source of Vitamin C”.

“Maintaining watermelon visibility year-round is key to consistent growth. Effective merchandising should highlight the fruit's value and health benefits across all channels, both online and in-store,” she added. 

To support peak-season performance, the board promotes its annual retail merchandising contest, held from June through August, which aligns with key selling periods and promotional events, including National Watermelon Month in July and National Watermelon Day on August 3. 

Past participants have recorded average sales increases of up to 36 percent, according to the NWPB.

“Contest displays not only attract attention but also educate customers on selection and health benefits, resulting in larger baskets and repeat purchases,” Rosado explained.

*All photos are referential.

Related stories: 

Watermelon industry gathers in Florida, crowns new queen at 2026 convention

Watermelon Board elects new leadership including first all-female executive officer team

Watermelon surge: US restaurants embrace the fruit, led by the South