New All-Star seedless watermelon hybrids are sweeter, redder and taste better. And most importantly for retailers, are more likely to be repurchased, according to a recent consumer survey completed by Asgrow Vegetable Seeds, a leading developer of vegetable and melon varieties.

The summer survey, which was attached to corrugated bins of watermelons grown and shipped by Central Growers & Marketing (Sumner, Georgia), asked Sam's Club (operated by Wal-mart) shoppers in the Midwest and East Coast to rate new Asgrow hybrids with other seedless watermelons recently eaten or purchased. Respondents were entered in a drawing for a $500 U.S. savings bond for answering the company's questions.

The results showed that 85% of consumers thought that the sweetness of the new hybrids were 'much better' or 'better' (49%; 36% respectively). For texture, 81% indicated that the All-Star watermelons were much better or better (46%; 35%). Similar numbers were tallied for internal color and exterior appearance. On average, only 20% thought they were the same, with less than 3% saying they were worse or much worse.

"I would buy it again to see the difference in taste again," said Debra Gambino, a respondent from Saugerties, New York. "This was my first seedless, and I look forward to buying more," said Sharon Page, a shopper from Lithonia, Georgia. These comments were typical. In fact, a resounding 96% said they "would prefer to buy All-Star watermelons again."

The hybrids used in the study come from the All-Star line, a new generation of hybrids that were selected for their consumer traits, according to Asgrow horticulturist Rusty Autry. The first two commercialized this year, called Cooperstown and Wrigley, are widely adapted to growing areas in North America and available year-round. "These varieties offer significant improvements for both growers and consumers," he said.

"Developing consumer-oriented traits is the cost-of-entry in the marketplace today," said Bernie Hamel, Asgrow merchandising manager. "Consolidation in the produce industry means that a grower cannot just grow more to be successful, he has to grow something better."

This is also the case for seed companies, whose plant breeding programs bring hundreds of new hybrids to market each year. "Today if you want to be successful in developing new varieties, you have to think past the farm," said Hamel. "Consumer satisfaction will ultimately determine whether a product succeeds." Interestingly enough, Asgrow is one of the few seed companies which actively participates with retailers and consumers, he indicated. 

Company news release
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