Specialty Crop Block Grant Program – Farm Bill USDA AMS Agreement #12-25-B-1695 FINAL PERFORMANCE REPORT Submitted by: Amy Howard London Clint Leach Grants Administrator Assistant Commissioner
[email protected] [email protected] 803-734-7209 803-734-2191 Submitted on: December 21, 2016 1 Project Title: Marketing and Promoting SC Grown Watermelons Partner South Carolina Watermelon Association Summary The South Carolina Watermelon Association (SCWA) is a grower-led organization with the mission to promote the SC watermelon industry, and thus, increase the sales of Certified SC Grown watermelons. Watermelons grown in SC bring an annual sales figure between $30-35 million to our local economy. Funding from this agreement enabled SCWA to promote the SC watermelon industry to retailers, wholesalers, and to the consuming public via an extensive promotions program that featured an industry spokesperson. The responsibility of the spokesperson was to act as an ambassador and public relations representative for the watermelon growers, and the SCWA. Approach The objective of the promotional program was to increase the consumption of Certified SC Grown watermelon while providing education regarding the health benefits one may obtain by having fresh watermelon incorporated into their diet. The promotional agenda included appearances at retail food stores, media appearances, and participation in various festivals and food show events. The goal was to make impressions on more than 150,000 persons/consumers over the course of the grant period. Specific signage was developed for promotional use in conjunction with the National Watermelon Association. Items included recipe cards utilizing watermelon as a primary ingredient in dishes to be served at all meals, booklets highlighting the health benefits of watermelon, and point of purchase signage identifying which watermelons sold in stores were grown in South Carolina.