????考察一下商店貨架，你很可能會(huì)發(fā)現(xiàn)各式各樣的果汁口味可供選擇，包括藍(lán)莓、胡蘿卜、草莓以及其它各種我們所熟悉的水果和蔬菜。

????榨汁熱潮一路發(fā)展到現(xiàn)在，這個(gè)價(jià)值數(shù)十億美元的市場(chǎng)已引得各路果蔬競(jìng)折腰，但到目前為止，有一種很受歡迎的水果仍未得到充分的開發(fā)利用，那就是西瓜。現(xiàn)在，美國(guó)伊利諾伊州的一名農(nóng)場(chǎng)主正在期盼，這種大個(gè)頭的水果能在榨汁市場(chǎng)上引發(fā)轟動(dòng)。

????弗雷-塔利認(rèn)為，西瓜非常適合制成果汁進(jìn)行銷售，她指出，美國(guó)人平均一年通常只買五次一整只的西瓜。把西瓜切片和去籽非常費(fèi)時(shí)，而且必須盡快吃掉——所有這些因素都限制了西瓜的發(fā)展?jié)摿Α?/p>

????“我們選擇了美國(guó)人喜愛但食用不方便的水果，并且將它加工成瓶裝產(chǎn)品?！?/p>

????上市才短短三個(gè)月，Tsamma就已經(jīng)出現(xiàn)在1,200多家商店的貨架上，其中不乏全食超市（Whole Foods）和生鮮市場(chǎng)（The Fresh Market）這些知名的零售商。其它全國(guó)性的連鎖店也紛紛表示出對(duì)這款每瓶用1.5磅西瓜榨成的西瓜汁的興趣。

????Tsamma能夠迅速獲得食品雜貨連鎖店的認(rèn)可，農(nóng)場(chǎng)主弗雷-塔利功不可沒(méi)，她在農(nóng)場(chǎng)的經(jīng)營(yíng)上經(jīng)驗(yàn)豐富，同時(shí)又深諳銷售之道。當(dāng)她還只有8歲時(shí)，就跟著母親，將自家在伊利諾伊州南部一座面積為80英畝的小型農(nóng)場(chǎng)里種出的西瓜送往經(jīng)銷商處。

????到了十幾歲的時(shí)候，弗雷-塔利接手了母親的送貨工作。當(dāng)時(shí)她也開始從其他的小型農(nóng)場(chǎng)里購(gòu)買西瓜和甜瓜，然后分銷到美國(guó)數(shù)州的大小商店中。

????接管家族生意后，弗雷-塔利開始拓展業(yè)務(wù)。如今的弗雷農(nóng)場(chǎng)已經(jīng)在7個(gè)州擁有數(shù)千英畝的土地，還有負(fù)責(zé)農(nóng)產(chǎn)品包裝和運(yùn)輸?shù)姆咒N中心。農(nóng)場(chǎng)規(guī)模也從最初的弗雷-塔利一人，拓展到現(xiàn)在農(nóng)忙季節(jié)時(shí)多達(dá)600人的雇傭工。

????Tsamma（得名于非洲的一種瓜，這種瓜被認(rèn)為是當(dāng)今所有瓜的親本）的意圖，是在高級(jí)瓶裝果蔬汁飲料市場(chǎng)中贏得一席之地。根據(jù)《巴倫周刊》（Barron）引用的研究咨詢公司Beverage Marketing的報(bào)告數(shù)據(jù)，去年美國(guó)果蔬飲料市場(chǎng)的銷售額高達(dá)22.5億美元。這家公司稱，自2004年以來(lái)，果蔬飲料市場(chǎng)的銷售已增長(zhǎng)了58%。

????瓶裝果汁對(duì)消費(fèi)者很有吸引力，甚至有越來(lái)越多的消費(fèi)者開始購(gòu)買果汁機(jī)，在家自制果汁，因?yàn)樗麄兿Ｍ鹊礁蛹兲烊坏娘嬃?。這種消費(fèi)趨勢(shì)的轉(zhuǎn)變，推動(dòng)了果汁、冰沙和果味飲料的銷量上升，汽水等高糖飲料的銷量則隨之下降。

????尼爾森食品集團(tuán)（Nielsen Perishables Group）的副總裁謝里?弗雷（與弗雷-塔利沒(méi)有親戚關(guān)系）表示，果汁的流行在過(guò)去幾十年里起起落落，但如今的發(fā)展尤為值得關(guān)注，因?yàn)樗粌H受到了關(guān)心健康的消費(fèi)者的喜愛，更具有全方位的吸引力。弗雷分析，千禧一代十分熱衷于尋找健康的飲食，父母?jìng)兿Ｍ尯⒆佣嗪裙?，而嬰兒潮一代則希望果汁能延長(zhǎng)壽命。

????弗雷-塔利為Tsamma制定了雄心勃勃的擴(kuò)張計(jì)劃，希望年銷售額能在5年內(nèi)沖到1.5億美元。

????“也許有人認(rèn)為我們的發(fā)展計(jì)劃過(guò)于激進(jìn)。而我們確實(shí)還有大量的消費(fèi)者教育工作要做，好讓大家了解我們的產(chǎn)品優(yōu)勢(shì)，”弗雷-塔利表示。她相信，西瓜汁的銷售有一天必能與椰子汁比肩——這也是近年來(lái)十分流行的一款飲品。

????“當(dāng)然，這只是我的希望，”她承認(rèn)，“如果最終達(dá)不到預(yù)期，我就只好賣掉一座農(nóng)場(chǎng)了?！保ㄘ?cái)富中文網(wǎng)）

????Peruse the produce aisle at your local grocery store and you’ll likely find a massive selection of juices featuring blueberries, carrots, strawberries and other familiar fruits and veggies.

????But the juicing craze — a growing, multibillion-dollar business — has up until now left one popular fruit behind: the watermelon. Now one Illinois farmer is hoping there’s still some room for the large fruit to make a splash.

????The watermelon juice in question is called Tsamma [pronounced sah-mah], and it was conceptualized earlier this year by fresh produce grower Sarah Frey-Talley. After testing a variety of flavor bases at home for a few months, Frey-Talley, the chief executive of Frey Farms, is now bringing Tsamma to major retail shelves.

????Frey-Talley believes the watermelon is a perfect fit for the juice aisle, pointing out that the average American usually buys a whole watermelon just five times a year. It can take a lot of time to slice the fruit, remove seeds, and then it has to be consumed quickly—all factors that limit its growth potential.

????“We took an inconvenient item that Americans like to eat anyway and we put it in a bottle.”

????Even though it has been on the market for just three months, Tsamma is already on the shelves in more than 1,200 stores, including Whole Foods and The Fresh Market. Other national chains are expressing interest in the beverage, which squeezes one-and-a-half pounds of watermelon into each bottle.

????Tsamma’s quick acceptance from grocery-store chains can be attributed to Frey-Talley’s experience as both a farmer and a savvy saleswoman. When Frey-Talley was as young as eight, she accompanied her mother on a delivery route for the watermelons her family grew on a small, 80-acre farm in southern Illinois.

????By the time she was a teenager, Frey-Talley took over the route from her mother, at that point she also began to purchase watermelons and cantaloupes from small farms and distribute them to stores across several states.

????Since Frey-Talley took over the family business she has expanded what is now called Frey Farms across seven states, with several thousand acres of land, and distribution centers that package and ship the produce. In the beginning, Frey-Talley worked alone, but now she employees up to 600 workers during the peak-growing season.

????Tsamma (named after a melon grown in Africa that is thought to be the parent of all melons we know today) is angling for a slice of the bottled super-premium fruit and veggie juices segment, which reported sales of $2.25 billion last year, according to a Barron’s report that cited Beverage Marketing data. Sales for that segment are up 58% since 2004, the research and consulting firm has reported.

????Consumers are gravitating toward bottled juices, and even buying more mixers to make juices at home, as they aim to drink more all-natural beverages. That shift has resulted in greater sales of juices, smoothies and flavored waters, but fewer sales of high-sugar beverages like soda.

????Sherry Frey (no relation to Frey-Talley), vice president of Nielsen Perishables Group, said the popularity of juices has ebbed and flowed the past few decades, but this time around it is notable that juices aren’t just popular with health-conscious consumers. Juice sales today have across-the-board appeal, Frey said, noting that millennials are looking for something healthy on the go, parents like to serve juices to their kids, and boomers are looking at the benefits of juicing as they look to extend their lives.

????Frey-Talley has a fairly aggressive growth plan for Tsamma, hoping annual sales will hit $150 million within five years.

????“Some might think that our plan of growth is aggressive, and we definitely have a lot of consumer education to do to get people to understand the benefits,” Frey-Talley said. She believes watermelon juice sales could one day rival the sale of coconut water — another beverage that has become wildly popular in recent years.

????“I’m hoping anyway,” she said. “Otherwise I’ll have to sell a farm.”