Watermelons That Make It Look Hip To Be Square
Cool Hunter — February 18, 2006 — Lifestyle
References: news.bbc & archives.cnn
Farmers in the southern Japanese town of Zentsuji have figured out how to grow their watermelons so they turn out square. It’s not a fad. The technique actually has practical applications.
“The reason they’re doing this in Japan is because of lack of space,” said Samantha Winters of the National Watermelon Promotion Board in Orlando, Florida.
A fat, round watermelon can take up a lot of room in a refrigerator, and the usually round fruit often sits awkwardly on refrigerator shelves. (CNN)
From BBC, “Fashion food”
To make it happen, farmers grew the melons in glass boxes and the fruit then naturally assumed the same shape. Today the cuboid watermelons are hand-picked and shipped all over Japan.
But the fruit, on sale in a selection of department stores and upmarket supermarkets, appeals mainly to the wealthy and fashion-conscious of Tokyo and Osaka, Japan’s two major cities.
Each melon sells for 10,000 yen, equivalent to about $83. It is almost double, or even triple, that of a normal watermelon.
“The reason they’re doing this in Japan is because of lack of space,” said Samantha Winters of the National Watermelon Promotion Board in Orlando, Florida.
A fat, round watermelon can take up a lot of room in a refrigerator, and the usually round fruit often sits awkwardly on refrigerator shelves. (CNN)
From BBC, “Fashion food”
To make it happen, farmers grew the melons in glass boxes and the fruit then naturally assumed the same shape. Today the cuboid watermelons are hand-picked and shipped all over Japan.
But the fruit, on sale in a selection of department stores and upmarket supermarkets, appeals mainly to the wealthy and fashion-conscious of Tokyo and Osaka, Japan’s two major cities.
Each melon sells for 10,000 yen, equivalent to about $83. It is almost double, or even triple, that of a normal watermelon.
Trend Themes
1. Square Watermelons - Disruptive Innovation Opportunity: This trend opens up opportunities for efficient storage and transportation of produce, especially in urban areas with limited space.
2. Fashion Food - Disruptive Innovation Opportunity: The popularity of aesthetically unique food items presents opportunities for premium branding, targeted marketing, and niche market positioning.
3. High-end Produce - Disruptive Innovation Opportunity: The demand for luxury produce highlights the potential for creating premium agricultural products and exploring innovative cultivation techniques.
Industry Implications
1. Agriculture - Disruptive Innovation Opportunity: The concept of growing square watermelons and fashion food opens up possibilities for farmers to experiment with unique crop varieties and cultivation methods.
2. Food Retail - Disruptive Innovation Opportunity: Upscale supermarkets and department stores can leverage the trend of high-end produce to attract affluent consumers and create exclusive shopping experiences.
3. Packaging and Logistics - Disruptive Innovation Opportunity: The square watermelon trend necessitates innovative packaging and transportation solutions for efficient handling and distribution of unconventional produce.
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