On today’s episode of the AgNet News Hour, Marilyn Freeman, president of Farmers Communication Exchange, joined the show to discuss how the California cantaloupe industry is changing the way it markets one of the state’s longtime specialty crops.
Farmers Communication Exchange serves as the marketing agency for the California Cantaloupe Advisory Board, and Freeman said a major focus of its current campaign is reaching younger consumers—particularly Gen Z—through TikTok and other social media platforms. Rather than relying on traditional messages about nutrition, the campaign is using entertaining videos, recipes and trends to make cantaloupe more appealing to consumers who may view it as an old-fashioned fruit.
The effort has received additional support through a California Department of Food and Agriculture Specialty Crop Block Grant, allowing the industry to invest more heavily in creative content and targeted social advertising.
Freeman said viral food trends can provide an unexpected boost. One recent social media trend involves freezing half a cantaloupe, adding cream and scraping the fruit into an ice cream-like treat. The goal, she explained, is simple: get younger consumers to see cantaloupe in a new way and give them a reason to pick one up at the grocery store.
The industry is also working to change perceptions about cantaloupe quality. Freeman said newer varieties are crisper and sweeter, while growers have improved consistency enough that consumers shouldn’t have to worry as much about smelling or thumping fruit to select a good one.
California has a major stake in getting that message across. Freeman said the state produces about 75 percent of U.S. cantaloupe during the summer months, giving growers an opportunity to emphasize California-grown fruit while it is in season.
With the campaign funded for three years, Freeman hopes the effort can build a younger audience that the cantaloupe industry can continue reaching well into the future.
Listen to the full interview below or on your favorite podcast app.
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