Drs. Ariana Torres and Petrus Langenhoven (both at Purdue University) recently teamed up with Bridget to investigate the domestic market for melons (excluding watermelons). Many marketers begin to investigate their market by looking at consumption levels. This is just what they did. People who at melons more than others were often younger, had greater disposable income, and shopped at local farmers markets. Bridget and Ariana discuss this most recent publication in HortScience.