The U.S. Department of Agriculture has approved the National Watermelon Promotion Board (NWPB) assessment increase after a 20-month process. As of Dec. 20, 2024, the final rule is in Public Inspection status, approving the new assessment rate for the NWPB; the total assessment of 9 cents per hundredweight versus the current 6 cents per hundredweight.
The amount is split between producers and handlers and paid in total by importers.
The rule will go into effect after a 30-day period, on or around Jan. 22, 2025.
“An assessment increase is a critical first step in ensuring the continued growth and success of our industry,” said board president Lee Wroten. “By investing in enhanced research, marketing and promotion efforts, we can drive greater demand for watermelon and strengthen our industry’s position, creating more long-term opportunities for everyone involved.”
The board will prioritize efforts to increase the demand of watermelon through research, promotion and education. Each part of the program will receive increased funding, with the retail space receiving the largest allocation.
Visit www.watermelon.org/assessment for comprehensive information on the assessment increase including more on the board, the history of the assessment rate, inflation’s impact, justification of the increase including the growth of watermelon volume and FOB, proposed assessment levels and how those funds will be used to promote watermelon.