“It’s Hip to be Square”

– Huey Lewis


In a Freaky Friday post on social media, we highlighted square-shaped watermelon produced by farmers in Japan. These watermelons are grown inside square tempered glass boxes while they are still small on the vine.  As the watermelons grow, they conform to meet the constraints of the box. This simple solution addresses two major problems in the melon industry.

First, these cubic watermelons are less likely to roll, making them easier to stack, ship and store. Secondly, these melons fits perfectly inside the small, compact refrigerators in Japan.

Innovation is sparked by thinking outside the box (or inside of it) to find new ways to solve real problems.

This innovation provides astounding benefits:

  • Shipping Efficiency: Simple mathematics show that having a square-shape compared to a round-shape, eliminates ~48% of wasted shipping space per melon and increases packing efficiency by ~92%.
  • Product Integrity Efficiency: The flat surfaces of the melon distribute weight and pressure evenly, thereby reducing bruising.  The small size can easily be refrigerated to prevent spoilage and preserve quality.
  • Packing Efficiency: The shape itself provides structural support, thereby eliminating the need for additional packaging, protective cushioning or restraints.
  • Space Efficiency: Grocers and warehouse can increase inventory density by stacking melons higher and more securely, enabling taller and larger displays.

Seems like a no brainer, right? Well…it’s not so simple. The downside is significant.

  • Cost: Square watermelons typically cost between $100-200 per melon, which is a 40-fold increase in cost to the consumer compared to a standard $5 watermelon.
  • Taste: Since the melons are harvested unripe so they can keep their shape and have a shelf-life of up to 6 months, the melons are firm, pale in color and not very sweet.

Who wants to pay $200 dollars for a tasteless watermelon? I’m upset when I spend $5 on one that is tasteless.

While the idea is innovative and the design solves real business constraints, the ROI just doesn’t make good business sense.  I appreciate the niche market for ornamental and novelty gifts, but I wouldn’t advise building a business solely on square melons. I do, however, encourage the mindset behind them: innovation is sparked by thinking outside the box (or inside it) to find new ways to solve real problems.

Sources:

  1. https://www.whataboutwatermelon.com/index.php/2009/07/how-and-why-square-watermelons-are-made/
  2. https://www.buzzfeednews.com/article/mbvd/japan-begins-selling-cube-watermelons-to-customers-overseas
  3. https://www.packagingdigest.com/sustainability/square-watermelons-has-sustainability-gone-too-far-

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Photo courtesy of Bill Oxford, Getty Images Signature
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