This project educated healthcare professionals (HPs) about the nutritional benefits of melons and supported the recommendation of melons by HPs to their clients, ultimately increasing melon purchase and consumption. 

Challenge 

The growth and sustainability of the Australian melon industry is heavily dependent on increasing consumer consumption. As a trusted and credible source of nutritional information, healthcare professionals play a critical role in shaping consumers’ dietary choices and purchasing decisions. However, prior to this project, melons lacked a clearly defined health positioning, with minimal research conducted on their nutritional benefits. The absence of targeted communication with HPs created a challenge in elevating melons as a healthy choice in the marketplace.  

Response  

To establish melons as a credible source of nutrition among HPs and consumers, and subsequently increase consumption and purchase, this project delivered a comprehensive and strategic response through the following initiatives:  

Benefit  

The initiative addressed a crucial gap in consumer awareness about the health properties of melons and ultimately boosted melon consumption, addressing the melon industry’s ambition to improve consumer perceptions of melon quality to support increased domestic demand. 

Healthcare professionals gained a greater understanding of the nutritional benefits of melons, with the proportion of HPs who were ‘very familiar’ with their benefits and able to specify them increasing by nearly 80 percent during the project. HPs that accessed the project resources (85 percent) were also 1.5 times more likely to recommend melons to their clients than those who didn’t (55 percent). Among the HPs who accessed resources, 100 percent found them useful, underscoring the effectiveness of the educational materials developed. 

By the end of the project, 89 percent of HPs agreed melons can play a role in improving colour variety in the diet. 

ACT NOW

Access the project resources on the Melons Hub