The 'Dolce Passione' watermelon campaign is ending in week 39 of 2024. It has been a long season, as for Macfrut it started in week 19. As expected, the campaign ended after almost 5 months, with the last available produce coming from greenhouse crops and sent to warm climates.
Consortium members Alma Seges, Cico-Mazzoni, Lorenzini Naturamica, Ortofrutta Castello, and Lamboseeds are pleased with the results obtained in 2024, which started off on a slow note due to the low temperatures in May and June, particularly in Northern European countries. The market redeemed itself brilliantly due to the high temperatures in July and August, up to and beyond mid-September, also thanks to a rather balanced market.
The Dolce Passione Consortium practically confirms the planned figures with just over 300 hectares invested, and an average production per hectare that made it possible to market around 18,000 tonnes.
"Some of the negative aspects," reads a note from the Consortium issued by President Roberto Castello and Director Luciano Trentini, "were caused by the weather, which weighed heavily on early production in Sicily, for example (with production yields lower than expected, if compared to the two previous years), but also by the hailstorms that destroyed a few hectares of open field crops. A second aspect which has had a negative impact on the smooth running of the campaign, is the lack of manpower available, needed above all for harvesting operations and for which solutions will have to be found if the Italian watermelon sector wants to continue to be competitive especially on the foreign market, where Italy is suffering above all due to competition from Spain and Türkiye and a few North African countries."
"Among the positive things, we must remember the good production and quality results achieved by the Giotto cultivar, chosen by the Consortium to satisfy its customers both in Italy and abroad."
The commercial characteristics of Dolce Passione watermelons: almost black rind, only
a few edible white seeds, thin rind, weight 3-6 kg
Thanks to the entry of Cico-Mazzoni into the company, the focus was more on the foreign market. "The quantity of watermelons sold in 2024 in Northern Europe, the Baltic Republics, and the United Arab Emirates exceeded 40% of the total production, which indicates that the produce is appreciated by consumers. The remaining 60% was distributed on the domestic market and mainly directed towards the big retail chains. Very positive feedback also came from those big retail chains which offered its customers produce already cut."
One of the 'Dolce Passione' refrigerated displays to guarantee the freshness of watermelons
"During this first year, the Consortium provided its customers with refrigerated counters under the Dolce Passione brand, containing produce already cut and kept at a controlled temperature to guarantee the cold chain, which is essential for maintaining the quality of the fruit. We can confirm that this operation has proved successful in terms of the services it offers consumers. We can say that, for some member companies, the portioned product segment represented an interesting sale, which accounted for 15% of the quantity of Dolce Passione watermelons marketed on average."
"For 2025, we plan to cultivate almost 400 hectares in selected areas throughout Italy, searching for those most capable of guaranteeing the best production and quality results."
One of Dolce Passione's long-distance packaging solutions destined for the
foreign market
"In the coming months, the 'Dolce Passione' Consortium will attend Marca in Bologna (in January) and Macfrut in Rimini (in May) while, at Fruit Logistica in Berlin, we will meet foreign customers during an event that we intend to organize within the fair and on which we are currently working."
For more information 
Consorzio Dolce Passione
Via Einstein 31 -35048
Stanghella (PD)
+39 0425 958750
Roberto Castello, President
+39 335 6022418
Luciano Trentini, Director
+39 335 225947
[email protected]
www.consorziodolcepassione.com