Charlie's Produce Unveils new YUMI Branded Organic Black Seedless Watermelon
- by Melissa De Leon Chavez
SEATTLE, WA - We have seen bright jades and deep emeralds, but a new green is coming onto the melon scene. A green so dark, it is almost black. Introducing the newly branded YUMI Organic Black Seedless Watermelon, Charlie’s Produce is looking to bring a new edge to the category this summer.
“When our retail customers order YUMI by the bin, they will receive a beautiful high-end graphic bin for their store displays,” Laura Severance, Marketing Manager, shares with me. “This will both entice consumers to discover it’s spectacularly sweet flavor and help tell the story of YUMI.”
Though YUMI watermelons originated in Hokkaido, Japan, Charlie's Produce initially forged a relationship with growers as they cultivated the crop in Eastern Washington. As YUMI grew in popularity, Charlie’s Produce worked with these farmers to increase acreage, spreading its Stateside reach into Central California.
“YUMI was inspired by the Japanese history of the black seedless watermelon and how it’s still considered a very special commodity there. ‘YUMI’ means abundant beauty in Japanese, and we think the name reflects the uniqueness of the black rind,” Laura says, explaining that the team feels that the item's unique story and background will resonate with consumers looking for more global flavors, especially on the West Coast.
Previously packed under Charlie’s Produce Farmer’s Own Organics label, YUMI Organic Black Seedless Watermelons are currently grown in both Washington and California.
“All Charlie’s Produce DCs will be selling and distributing YUMI throughout Seattle, Portland, Spokane, Boise, Anchorage, and Los Angeles, along with our Charlie’s Produce Trading Company, who will be distributing it nationally,” Laura says when I ask about who can get their hands on YUMI melons.
With an anticipated mid-June start date, the new brand will be available exclusively through Charlie’s Produce. Packaging availability includes 700-pound bins, designed for beautiful retail produce displays, and 65-pound cartons.
Sleek, dark, and enticing, black looks to be the surprise intriguer of fresh produce, having already left its mark on items like jalapeños and garlic. With melons as its newest frontier, this exciting rebrand is sure to help retailers maximize the potential such an innovation can offer.