The intense heat of the last few weeks has caused the demand for Dolce Passione watermelons to explode, in Italian markets and more so abroad. Exports have now reached 40%. . This is confirmed by Luciano Trentini, director of the Consortium. "To date, we have harvested just under 70% of the total production expected from the 320 hectares planned for 2024. We will reach the expected target of 18,000 tonnes, thanks to later crops."
From a commercial point of view, the start was slow and then increased dramatically. The consortium, which was officially established in 2023 after an initial running-in period, gathers Alma Seges, Cico-Mazzoni, Ortofrutta Castello, Lorenzini Naturamica and the seed company Lamboseeds.
The latter has developed the Giotto cultivar exclusive to the Consortium, a high quality Italian black-rind watermelon, chosen by the consortium members from the various commercial proposals available on the market today.
"While recognizing that watermelons are the classic summer fruit," says Trentini, "the Consortium's effort was to propose Dolce Passione for at least five months throughout the year, with different ideas for consumption thanks to its intrinsic characteristics. It is a project that was born without clamor and is based on total Italian-ness: from watermelon genetics to the cultivation areas spread over 10 Italian regions."
"Taking into account the cultivated areas and the expected production, the Consortium decided to direct an important share of the production towards foreign markets and retailers. The positive results were not long in coming and, to date, about 40% of the marketed production has crossed national borders. The percentages exported have reached peaks exceeding 60% of the marketed production for some companies."
Late productions are also expected from greenhouse crops that will feed sales in September and beyond, weather permitting. As far as the foreign market is concerned, the main destinations are Germany and France. However, important trade tests are also underway in other countries such as Great Britain, and areas such as the Baltic States and the Middle East.
For more information:
Consorzio Dolce Passione
Tel: +39 0425 958750
[email protected]
www.consorziodolcepassione.com