Led by LeaderBrand, a well-known producer of fresh fruit and vegetables, a number of initiatives have been planned to help New Zealanders take part in the celebrations and increase consumption of the fruit.

“Nothing says summer in New Zealand like a delicious, juicy watermelon,” says Bevan Roach, LeaderBrand Marketing Manager, who champions the fruit's health benefits and low calorie content.

“We think it’s an iconic New Zealand summer fruit that is well worth celebrating,” he adds. “We’re hoping National Watermelon Month will convince more Kiwis to pick up a watermelon during their next shop. With watermelon growing at its peak (January-March).”

New Zealanders will be encouraged to take part in National Watermelon Month through a series of contests and giveaways on Instagram and Facebook.

Prizes will include supermarket vouchers and watermelon seeds so fans can have a go at growing their own watermelons from scratch. A number of watermelon recipes will be developed especially for the occasion and local bloggers will also be able to enter their watermelon themed recipes into a special competition during National Watermelon Month.

For more information, visit: www.leaderbrand.co.nz