FRESNO, CA - Consumers and retailers alike are gearing up for the start of the Central California melon season, which typically kicks off during the first week of July. Bringing Cantaloupes, Honeydews, and Golden Honeydews into the baskets of eager shoppers, Westside Produce/Classic Fruit Company is helping maximize demand among several demographics.

“We always say it begins in the fields with the right soil and climate, planting and picking the most flavorful varieties at peak season,” says Tara Monreal, Marketing Director. “Our program is very stable, based primarily on our customers, their needs, and our ability to most efficiently harvest the crop. Quality, sizing, and volume appear strong and stable relative to years past. Most of these characteristics are influenced by weather patterns and seasonal heat units. California weather typically normalizes in April and May with little rainfall and hot, dry days that make for optimal melon growing.”

The supplier is currently harvesting out of Yuma with exceptional quality and yields, with brix levels peaking high on the scale. In addition, the grower’s spring venture should be wrapping up by the end of June to ensure a smooth transition to Central California.

With this steady volume on the horizon, retailers can drive sales by taking advantage of supplies and consistency.

“With the peak domestic season here, there is no better time to promote melons than now. The utilization of promotions can help drive urgency and increase basket size. Especially in high-traffic areas, using large, eye-catching displays that highlight the melons themselves is super beneficial,” Tara notes. “As good as it is cut up on its own, I think oftentimes people don't realize how powerful an ingredient melon, especially Cantaloupe, can be and all of the ways it can be utilized. It can be put in salads, wrapped in prosciutto, served with ice cream, grilled on the BBQ, added in a smoothie or drink—the opportunities are endless!”

Educating consumers on the wide variety of uses for melons is one simple way to fuel momentum in the category.

“Showing customers all of the different ways it can be enjoyed and cross-merchandising it with other summer staples provides an excellent way to promote it in stores. Especially in the summer months when the weather warms up, finding new ways families can serve their kids fresh produce that is refreshing is always a plus! There truly is nothing more refreshing than a melon,” Tara emphasizes. “With consumers being more health-conscious and the growing demand for healthier options, it has been our goal to continue educating on the health benefits of melons. Melons have historically been known to be an older generation commodity, so creating new ways for all age groups to enjoy them, alongside educating them on the health benefits, is key!”

As more melon opportunities arise, ANUK will be here to share the latest industry updates.