Giumarra Nogales has announced it will begin spring Nature's Partner melon shipments at the end of March and will offer seedless watermelon grown in Mexico featuring Sesame Street 'eat brighter!' artwork. 

The program is designed to get children and their families excited about eating watermelon. Each individual fruit will include a peel-off label with information about watermelons and a kid-friendly recipe.

"We are offering large Sesame Street 'eat brighter!' bins as an added benefit for our retail partners, and they really stand out at store level," Giumarra division manager Gil Munguia said.

"Watermelons are the perfect item for Giumarra Nogales to begin its participation debut in PMA's [Produce Marketing Association] far-reaching initiative, and we will have high supply to service all of our customers."

The high-graphic bins feature Big Bird and Elmo, as well as the Nature's Partner brand identity. The bins are designed to catch the consumer's attention from across the produce department, and the peel-off labels seal the sale with a fun, informative design.

"It's important to highlight the awesome nutritional benefits of watermelon, but also appeal to kids with the label," Giumarra business development manager Ben Reilly.

"We decided on a recipe for a cupcake-shaped watermelon snack that families will have fun creating together."

Giumarra worked with Pennsylvania-based Yerecic Label to produce the peel-off labels, the designs of which feature Elmo or Oscar.

"Our team is always excited to design fun and exciting labels, and Giumarra's Sesame Street labels top the list," Yerecic Label president Art Yerecic.

"The 'eat brighter!' message and Sesame Street characters help draw attention to the product and entice kids to try more fruits and vegetables."

Giumarra anticipates increased volume this spring, roughly 28% up from 2014. Shipments are expected to arrive beginning in mid-March.

www.freshfruitportal.com