WINTER SPRINGS, FL - The watermelon category surpassed 3.5 billion pounds at retail in 2025, and new research from the National Watermelon Promotion Board (NWPB) delivers a clear roadmap for sustained growth. The NWPB released its 2025 State of the Category Marketing Guide, equipping retailers, marketers, and category managers with fact-based insights to drive year-round watermelon sales. The new research highlights how whole and cut watermelon play distinct, but complementary roles throughout the year.

The findings point to three clear opportunities for the industry to maximize retail sales:

• Capitalize on the strong promotional performance of whole watermelon during spring and summer, even beyond traditional holiday windows. It consistently outperforms other melon varieties, delivering a stronger promotional lift with a smaller average discount.
• Leverage cut watermelon strategically in fall and winter, when it drives retail sales and growth as whole watermelon availability tightens.
• Utilize the regional insights in the guide to adapt pricing, distribution and merchandising strategies by region to unlock growth in both developed and emerging markets.

On an annual basis, whole watermelon remains the primary driver of retail volume, accounting for 79% of total pounds sold and contributing more than 41 million incremental pounds year over year. Meanwhile, cut watermelon drives annual dollar sales, representing 49% of total sales and adding more than $117 million in incremental growth. While both forms are essential to category health, their impact varies significantly by season and availability.

During the spring and summer seasons, whole watermelon stands as the clear category driver, accounting for 77% of annual retail volume and reaching an 86% share in June and July. On promotion, it outpaced both cantaloupe and honeydew, delivering +75% volume lift and +50% dollar lift on smaller discounts than either variety. The data makes a compelling case for extending whole watermelon promotional support beyond traditional holiday windows, where significant incremental sales opportunities remain untapped.

As the calendar shifts to fall and winter, so does the opportunity. Cut watermelon becomes the category’s primary dollar driver when whole-fruit availability declines, accounting for 49% of annual dollar sales and reaching a 70% share in December. With 30% of cut volume sold on promotion during the fall/winter season, it generates efficient lift and sustained dollar momentum at a time when overall category promotion softens, reinforcing its role as a critical driver for maintaining sales outside peak summer months.

Regionally, the data makes one thing clear: opportunity exists across the U.S. The Plains led national performance with a +17% increase in volume versus 2021, demonstrating how well-developed regions can continue to expand. In addition, wide pricing variation further underscores regional opportunities. For example, in the Great Lakes, cut watermelon is priced up to 835% higher than whole fruit, highlighting differences in value perception and merchandising strategies across markets. Whether a region is developed or still emerging, the guide delivers insights to help retailers refine pricing, optimize distribution, and tailor promotional strategies to accelerate watermelon growth nationwide.

"Watermelon is a produce category performer, and we see significant opportunity for continued growth,” said Mark Arney, Executive Director for the NWPB, in the recent release. "From extending whole watermelon promotions beyond the summer holidays to aligning promotional strategy and merchandising, the guide gives the industry the tools to drive year-round growth. We're excited to get it into their hands."

The NWPB invites all industry professionals, retailers, and stakeholders to leverage insights and actionable recommendations in the State of the Category report and Marketing Guide. For more information on accessing these invaluable resources or about the NWPB’s initiatives, please visit here.

LOS ANGELES, CA - Berry Fresh, the North American headquarters for Agroberries — one of the world’s leading berry companies — is proud to announce a partnership with professional padel player Delfi Brea, who will serve as the company’s global brand ambassador for 2026.

Delfi Brea is one of the most dynamic talents in professional padel. At just 17, she moved to Spain to pursue her dream of competing at the highest level, leaving her home in Argentina to train and play on the world’s premier circuit. Since then, she has competed in more than 170 professional matches. In 2025, she delivered one of the strongest seasons of her career, winning nine titles alongside Gemma Triay. This exceptional performance propelled her to the top of the world rankings, tying for the No. 1 position in the world alongside her partner.

This partnership with Berry Fresh comes at a pivotal moment for the sport. Padel is experiencing explosive global growth, with over 35 million active players across more than 165 countries, according to the FIP World Padel Report 2025. The sport is also gaining traction in the United States, where new courts, clubs, and communities are emerging at record pace.

At the same time, berry consumption in the U.S. continues to rise, driven by strong consumer interest in better-for-you foods and convenient snacking options. Despite this growth, there remains significant opportunity to expand household penetration, particularly for blueberries, raspberries, and blackberries in key regions.

Laudan Chaffin, Marketing Director at Berry Fresh, commented in the recent release: “Partnering with Delfi is a fantastic opportunity for Berry Fresh. We believe a healthy lifestyle is built on the combination of nutritious eating and movement. Through this partnership, we aim to inspire people to make berries part of their everyday routines — from pre-workout fuel to post-match recovery. Berries are a natural fit for an active lifestyle, and Delfi is a dynamic example of what dedication to health and performance can achieve.

Delfi Brea added: “This partnership feels very natural to me because fresh berries are already part of my daily routine. I’m always looking for clean, nutritious foods that support my training and recovery, and berries are something I truly enjoy every day.”

This collaboration aligns with Berry Fresh’s broader commitment to promoting health and wellness in 2026. Through this partnership, the company aims to inspire communities across the U.S. to embrace berries as a versatile, nutrient-dense, natural food that supports both everyday wellbeing and active lifestyles as part of a balanced diet.

Berry Fresh is a leading year-round grower and marketer of premium blueberries, blackberries, and raspberries to customers in the Americas.

GOODLETTSVILLE, TN - Dollar General Corporation announced that its Board of Directors has appointed Jerry W. “JJ” Fleeman Jr., to succeed Todd Vasos as Chief Executive Officer (CEO) of Dollar General effective January 1, 2027. The Board intends to appoint Fleeman to serve as a director upon the effective date of the transition.

To assist in the transition, Vasos will continue to serve as CEO until the effective date of the transition, at which time he will serve as Senior Advisor through April 2, 2027. Following the transition, Vasos is expected to remain a member of the Board.

“On behalf of the Board of Directors, I want to express our deep appreciation for Todd's many years of service to Dollar General, including his two terms as CEO. Todd’s steadfast leadership, commitment to our values, and dedication to our employees, customers, communities, and shareholders have shaped this Company in lasting ways. He led Dollar General through transformative change, accelerated growth, and a disciplined return to retail fundamentals, and shaped a stronger, more resilient, and strategically focused organization,” said David Rowland, Dollar General’s Chairman of the Board of Directors.

“The Board is looking forward to building on this strong trajectory under the leadership of JJ Fleeman, who brings more than 35 years of experience in grocery retail across strategy, operations, marketing, merchandising, and digital innovation,” continued Rowland in the recent release. “He has a proven CEO track record of establishing a clear strategic vision and driving measurable results. His leadership reflects a deep commitment to strengthening customer relationships, driving strong cultures that enable meaningful employee experiences, and creating lasting impact across the communities he serves.”

During Vasos’ combined ten years as CEO from 2015-2022 and from 2023-present, he has led the Company through periods of significant strategic advancement, robust new store growth and format evolution, digital innovation, and international expansion. Under his leadership, Dollar General launched DG Fresh in 2019 to self‑distribute frozen and refrigerated goods, accelerated nonconsumables growth with the 2020 introduction of pOpshelf, and strengthened the Company’s digital presence through the DG Media Network, enhanced app and loyalty offerings, and delivery options. He also expanded access to affordable fresh produce, now in more than 7,000 stores, introduced the DG Private Fleet driver program, and guided the Company’s international expansion to Mexico with Mí Super Dollar General.

"Leading our employees, serving our customers, and supporting our communities as CEO has been the defining privilege of my career. Together, we ushered in an era of unrivaled growth while staying true to our mission of Serving Others,” Vasos said. “As a Board member, I had the privilege of participating in the search for our next CEO, and after spending time with JJ and gaining insight into both his servant leadership approach and his eye for retail, I am fully confident in his capability to lead Dollar General into our next chapter of growth and service.”

Fleeman has served as Chief Executive Officer of Ahold Delhaize USA, Inc., a division of global food retailer Ahold Delhaize, and the parent company of leading U.S. omnichannel grocery brands, Food Lion, Giant Food, The GIANT Company, Hannaford Supermarkets, and Stop & Shop from April 2023. He has also served as a member of the Ahold Delhaize Management Board since April 2023.

During his more than 35 years in grocery retail with Ahold Delhaize companies, Fleeman held a diverse array of roles in strategy, operations, marketing, and merchandising, including President of Peapod Digital Labs from May 2018 to April 2023. In this role, he was responsible for the digital and commercial strategy for Ahold Delhaize USA companies and led the creation of a proprietary e-commerce platform, along with digital and loyalty strategies focused on growing customer relationships. Before leading Peapod Digital Labs, Fleeman served in a wide range of leadership roles for the companies of Ahold Delhaize USA and its predecessor organizations in all aspects of retail from strategy, merchandising, store operations, digital, loyalty, marketing, business development, and store portfolios.

ZAANDAM, THE NETHERLANDS - Ahold Delhaize announces that JJ Fleeman will depart from his role as CEO of Ahold Delhaize USA, effective end of June 2026, to pursue another career opportunity.

JJ has spent his entire 36-year career in grocery retail in Ahold Delhaize companies, including Food Lion, our largest U.S. brand. Throughout his service with the company, he has held a diverse array of executive leadership roles, covering strategy, commercial, digital, retail operations, marketing and merchandising. As the leader of Peapod Digital Labs, JJ was instrumental in laying the foundations of the omnichannel model that continues to drive the company's success. He was appointed CEO of Ahold Delhaize USA and member of the Ahold Delhaize Management Board at the company's 2023 shareholder meeting.

"I am grateful for the strong omnichannel foundation JJ has helped build, and I have full confidence in our U.S. leadership team to continue executing our Growing Together strategy," said Frans Muller, President and CEO of Ahold Delhaize, in the recent release. "JJ's strength in bringing teams together, developing a 'winning together' culture, combined with his ability to recognize talent and personal leadership will leave a lasting legacy in our company. We have appreciated JJ's vision and business insights as part of our Management Board conversations and wish him success in his future endeavors."

"Over the past 36 years, I've had the privilege of working alongside extraordinary teams across the companies of Ahold Delhaize, and I'm proud of what we've accomplished together for our customers and communities," said JJ. "As I look ahead to a new chapter, I'm grateful for the associates who bring our brands to life every day, and I'm committed to supporting a smooth transition."

"On behalf of the Supervisory Board, I would like to thank JJ for his dedicated leadership and the progress made across our U.S. businesses," added Wiebe Draijer, Chair of the Supervisory Board of Ahold Delhaize. "We are committed to an orderly transition and to ensuring continued focus on the execution of our Growing Together strategy, serving our customers and communities in the markets our brands operate in."

The company will provide updates on the succession process as appropriate.

WASHINGTON, DC - The U.S. Department of Agriculture (USDA) has filed an administrative complaint against BLJR Distribution LLC. The company, operating from New York, allegedly failed to make prompt payment to 16 produce sellers in the amount of $576,663 from October 2024 through March 2025, in violation of the Perishable Agricultural Commodities Act (PACA).

BLJR Distribution LLC will have an opportunity to request a hearing. Should USDA find that the company committed repeated and flagrant violations, it would be barred from the produce industry as a licensee for three years, or two years with the posting of a USDA-approved surety bond. Furthermore, its principals could not be employed by or affiliated with any PACA licensee for two years, or one year with the posting of a USDA-approved surety bond.

For more information, contact the Investigative Enforcement Branch, at (202) 720-6873 or [email protected].