The melon market is shrinking at an alarming rate, and immediate action is needed to reverse this trend, warns Jandri Venter, Rijk Zwaan's melon category manager. "We must protect our market— substandard melons can no longer be tolerated on shelves," he declares, noting that many consumers are discouraged by inconsistent quality and low-brix melons being produced during winter months.
"The first week of October is the earliest you can offer a high-quality melon. Frankly, winter-produced melons should not be on the shelves beyond that point."
Export opportunities become possible through varieties like Caribbean King, believes Rijk Zwaan's melon category manager Jandri Venter
Impact of poor consumer experiences lasts for years
In discussions with farmers, Venter emphasizes the urgent need for market intervention. As the dominant supplier of melon and cantaloupe seed in South Africa, Rijk Zwaan has been directly impacted by the market decline. "We see it as our responsibility to help rebuild the market through targeted marketing efforts and quality control initiatives."
Unlike in countries such as Spain and Brazil, where melons are a staple, South African consumption is limited—primarily among older generations and mostly used in fruit salads.
"One of the biggest issues is unpredictable quality. If consumers have a disappointing experience, they tend to avoid melons for three to five years. The main culprit is premature harvesting—fruit that should have ripened for another two weeks is picked early due to high market prices. While this may provide short-term gains, it ultimately damages the industry, especially in a shrinking market."
Innovation in harvesting: the melon harvest indicator
To address this challenge, Rijk Zwaan is conducting intensive trials nationally with a harvest indicator concept. The development of this concept is still relatively new, he says. "We need to ensure we select the right varieties that can withstand all our climatic conditions."
This innovation focuses on varieties that change skin color to determine optimal ripeness, offering a near guarantee of a sweet, flavourful melon. He adds that further development is needed to match the right cultivars with ideal marketing windows.
Strengthening the market with the Caribbean range
Another key strategy for revitalizing the melon industry is Rijk Zwaan's well-established Caribbean range of melons. Some retailers exclusively stock varieties of this range, and certain processors refuse to use any other melon for their fresh-cut programs.
To further differentiate the Caribbean range, Venter proposes the introduction of branded stickers, establishing a premium positioning in the market. Additionally, growing varieties such as Galia, Piel de Sapo, and Yellow Canary melons can create diversification and stimulate market expansion.
Exploring export opportunities
With a deep personal commitment to the melon industry, Venter is also investigating export possibilities beyond Brazil's production window. South African, Kenyan, and Tanzanian growers could capitalize on these opportunities to reach new markets.
Bold and decisive action is imperative to stabilize the melon industry, he maintains. "The time to act is now."
For more information:
Jandri Venter
Rijk Zwaan South Africa
Tel: +27 61 120 3082
Email: info@rijkzwaan.co.za
https://www.rijkzwaan.co.za/