Juicing the Melon Market
By Michael V. Copeland

(Business 2.0) – Sunkist did it for oranges, Pom Wonderful for pomegranates. Now San Francisco-based startup Sundia is branding the watermelon. Led by entrepreneur Brad Oberwager and Odwalla veteran Dan Hoskins, the company will begin selling Sundia-labeled watermelons this month in preparation for a nationwide rollout of the first-ever line of watermelon juice. Since sales of juices are usually two to 10 times higher than sales of their corresponding fruits, the $700 million U.S. watermelon market could beget a 10-figure juice business.