The global melon market is undergoing a considerable transformation, driven by changes in consumption, logistical difficulties, and the need for differentiation. As the demand for premium products increases, producing and exporting companies have had to adapt to remain competitive.
Supermarkets and wholesalers no longer focus solely on volume and price, but are looking for value-added products. "We are seeing a shift in the market's mindset. Consumers want guaranteed quality and are willing to pay more for a differentiated product," stated Aryan Schut, Itaueira's sales manager.
Itaueira, a Brazilian producer of melons and watermelons, resumed exports in 2024 after a seven-year hiatus due to drought and water restrictions. The company has more than a 35% share of the local market with 90,000 tons per year. It mainly exports Yellow melon, with commercial trials in Europe, and plans to expand to Canada and the Middle East. This variety accounts for more than 85% of its production.
"It should be noted that the Yellow melon is Itaueira's main production variety, complemented by Piel de Sapo, Galia, and Cantaloupe. The company guarantees a year-round supply of fruit," he said.
"Europe, Canada, and the Middle East have become important destinations for melon exporters who are taking advantage of the lower production at certain times of the year. However, a quality product can be sold even when there is fruit available in the destination markets," Aryan stressed.
Logistics is one of the biggest problems the melon sector faces in Brazil. "Maritime transport is suffering significant delays, which affects the quality and arrival time of the fruit. This poses a risk to a product that is harvested at its optimum point of ripeness and that needs to reach destination markets in optimal conditions. Climate change has also impacted melon production in different regions. A prolonged drought in northeastern Brazil forced many producers to rethink their strategy. Technology and production control are important to minimize the effects of climate on crops," Aryan said.
Commercial trials between September and January have shown that there is room for melons that differ in taste and quality. "Consumers are looking for something more than a generic product. Differentiation is important to compete with European production," he stressed.
The sector expects premium melon exports to increase because of the market's evolution and the need to adapt. "The market is changing and companies must be prepared to evolve with it," Aryan concluded.
For more information:
Aryan Schut
Itaueira
Brazil
Tel: +55 11 99520 4574
Email: aryan@itaueira.com
www.itaueira.com