Marketing:

At this time, watermelons, unlike apples and other produce, are not sold by name. Frequently consumers do not have the option of choosing a particular variety of watermelon other than deciding between seedless or seeded. Watermelon plant breeders and growers expect that to change over the next decade as the niche market grows. Niche markets are made up of consumers who desire a certain size, taste or color in a watermelon and develop loyalty to one or more varieties.