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Wal-mart is investing in new cantaloupe technology, hoping to improve sales in the off season.
The grocer is rolling out a designer cantaloupe after researching hundreds of varieties.
Wal-mart says varieties typically imported in late and fall and winter tast woody, leading to poor sales.
Its new cantaloupe, developed with researchers at Bayer, is still good to eat while being tough enough to make the trek from warmer climates.
The designer cantaloupes are available in 200 stores, with more to come this fall.