Promoting the Watermelon Industry
The National Watermelon Association (NWA) and the National Watermelon Promotion Board (NWPB) serve distinct but complementary functions within the watermelon industry. The NWA, a voluntary membership trade association, is primarily concerned with advocacy, representing the interests of watermelon farmers, packers, shippers, and suppliers on critical issues such as trade, labor, and food safety. It aims to enhance production and marketing practices across the industry to ensure profitability and sustainability, also providing services such as insurance and support through scientific grants.
In contrast, the National Watermelon Promotion Board, established under the Watermelon Research and Promotion Act of 1995, focuses on marketing and promoting watermelon consumption. It operates under USDA oversight, ensuring compliance and fiscal responsibility. Funded by an industry assessment paid by producers, handlers, and importers, the NWPB concentrates on increasing consumer demand through strategic marketing, communications, and educational programs, positioning watermelon as a year-round choice for consumers. The NWPB also handles crisis communication for the industry, ensuring preparedness and response efficiency during potential crises.
Together, these organizations work to support various aspects of the watermelon industry, from farm-level production issues to national consumer marketing strategies.
