Tommy Coen Jr., 49, died at the scene of the accident.
The accident occurred shortly before 6 a.m. Investigators said a 2004 Ford F-250 pick up, towing an axled trailer loaded with ten pallets of watermelons, was traveling east on State Route 243. The driver lost control of the vehicle as it was descending a grade and the trailer began to sway. The pickup crossed over into the westbound side into the path of the Coen's Ford Escort, police said.
The driver of the pickup and a passenger were transported to Olean General Hospital with minor injuries. They were treated and released. Their names were not released.
Rushford and Houghton firefighters assisted at the accident scene.
The incident is under investigation.