Melons in the Spotlight: Better than ice cream?

Dominated by watermelon, honeydew, and cantaloupe, the origins of the melon category can be traced back to Southern Mexico and Central America.

While China, India, and other parts of Asia dominate today’s global production, Mexico and Guatemala remain strong sourcing regions in the Americas, complementing U.S. domestic production.

With the United States as one of the world’s top consumers, the average American eats an estimated 24 pounds of melon each year, with watermelon as a heavy seasonal favorite. 

But watermelon isn’t just a seasonal phenom. According to Summer Walker, communications and marketing manager at the National Watermelon Promotion Board (NWPD) BB #:153670 in Winter Springs, FL, watermelon is available year-round with more than 1 million tons in the market every day of the year.

Even with year-round availability, the spring, summer, and early fall (April to September) months are prime time for melons. Some 25 U.S. states produce them, led by Florida and followed by California, Georgia, Texas, and Arizona.

Additional supply comes from Mexico and Central America during the early part of the season.

Outside the domestic season, Mexican volumes dominate, alongside other Latin America sources, most notably Guatemala.

“Weather always impacts agriculture, and this season started with some challenges.”

Maintaining Supply

George F. Szczepanski is executive director of the National Watermelon Association, Inc. BB #:163428 in Lakeland, FL, an organization which has been supporting the U.S. watermelon industry for 112 years.

He says growers have continued to focus on maintaining strong supply to meet expanding consumer demand, despite variable weather conditions.

“Weather always impacts agriculture, and this season started with some challenges, including freeze events in parts of southern Florida that affected timing in some growing areas,” says Szczepanski.

At the same time, he notes, there were dry conditions in many regions, including the Southeast. “But that didn’t slow watermelon production, and recent rainfall has generally been welcomed.”

Szczepanski says input costs remain a major concern for growers with seed, fertilizer, fuel, labor, and transportation costs all having increased significantly in recent years.

“Transportation in particular has become increasingly challenging from both a cost and logistics standpoint,” he points out. “As an industry, it remains important that growers receive strong returns and the supply chain continues working together to support a healthy domestic watermelon industry.”

Szczepanski says the industry remains optimistic about the 2026 crop and overall availability. “Supplies are building across growing regions, and we expect consumers to see excellent quality watermelon throughout the season.”

“We start planning six months out for a harvest that lasts four weeks.”

Rio Rico, AZ-based importer Vandervoet & Associates, Inc. BB #:151746, focuses on the spring and fall cycles, importing seedless watermelon, honeydew, and cantaloupe, primarily grown in Sonora, Mexico.

“We start planning six months out for a harvest that lasts four weeks,” notes owner Scott Vandervoet. “Our seasons are very intense in that it’s all open field, so we’re very much in tune with the spring and fall weather, which can be more uncertain than summer and winter cycles.

“When you’re growing, and especially in open field production, there are many curveballs to complicate things—is there enough heat, is there too much heat, is there insect pressure which weakens the plants?

“In general, in fall, we had good production and decent markets. Then, we started earlier in the spring than we ever had before—in late March. Traditionally we start between April 10 and 20, starting in March was a record for us.”

Vandervoet says the early start was due to an abnormally warm winter throughout the region, as well as a March heatwave. Although an early start usually means an early finish, Vandervoet is still shipping watermelon from Hermosillo and honeydew from Caborca, expecting to wrap up by late June.

Another challenge was a plunge in prices—after a high-priced start in April—due to oversupply. Fortunately, Vandervoet says the situation has now stabilized, thanks to lower volumes coming through Nogales.

Technology and Added Value

To overcome some production challenges, particularly in watermelon, Szczepanski says there’s an increasing focus on technology-driven solutions in the field and packhouse.

“We’re seeing exciting developments in crop monitoring, automation, and other technologies with the potential to improve sustainability, reduce inputs, and help growers address labor and production challenges moving forward,” he explains.

Szczepanski says there’s also “exciting work” underway with breeders and researchers developing new varieties to address grower challenges, including disease pressures and production efficiency.

“We’re optimistic that continued investment in research and innovation will play a major role in the future success of the watermelon industry.”

With watermelon having achieved 30-percent menu growth in the foodservice sector over the last four years, Walker says the NWPB is introducing a new value-added innovation, called “compressed” watermelon, which uses a vacuum process to “enhance flavor, improve shelf life, and reduce labor prep time.

“There’s a strong domestic opportunity, with prepped formats growing 8 percent year-over-year and appearing more frequently on menus globally,” she shares.

“As part of the Board’s broader foodservice strategy, innovations like compressed watermelon can help operators rethink how watermelon can deliver across menus and months. Research has kicked off and results are expected in 2027.”

“Nearly 9 out of 10 consumers agree that watermelon satisfies their craving for something sweet.”

Fresh Appeal

According to Szczepanski at the National Watermelon Association, consumers continue looking for fresh, healthy, hydrating foods, and watermelon fits naturally into those trends.

“We’re optimistic about watermelon consumption this year—strong promotional efforts from organizations like the National Watermelon Promotion Board and the Watermelon Queen program continue to help keep watermelon top-of-mind with consumers throughout the summer.”

At a retail level, he says the industry is seeing strong success with merchandising strategies that display cut watermelon alongside whole melons, plus showcasing yellow and orange-flesh varieties by familiar red-flesh watermelon.

Walker at the NWPB notes the organization’s own research found that “I had a craving” was the top purchase driver among watermelon consumers.

“Nearly 9 out of 10 consumers agree that watermelon satisfies their craving for something sweet,” she says.

To support its findings, the NWPB is launching a new marketing campaign dubbed “Simple Joys,” aiming to connect watermelon to moments of happiness, nostalgia, and shared experiences, with a particular focus on millennials and Gen Z.

“A good melon is better than a bowl of ice cream.”

Watermelon High?

So what’s the overall direction for the market? Vandervoet points to high demand over the Memorial Day holiday, especially for seedless watermelon.

“You don’t see the same retail demand on honeydew, for instance, as you do on watermelon for the Memorial Day holiday. Watermelon, I think, is just seen as more promotable,” he says, noting retailers usually increase space to promote it, which is not the case with, say, honeydew.

In response to strong demand in the United States and Canada, Vandervoet says his company has transitioned in recent years from cantaloupe and honeydew to place a greater focus with its associated growers on watermelon.

“We’ve adjusted our acreage over the past few seasons to try to target what people are buying, so most of what we do now is watermelon,” he explains.

As to what is driving this demand, Vandervoet is in little doubt. “A good melon is better than a bowl of ice cream,” he insists, especially when sugar levels and flavor are on target. “When that piece of fruit is at its peak moment of ripeness and freshness, nothing compares.”