Monsanto promoted the whole range of melons sold under the Seminis brand and, in particular, the SV5448ML variety at the Melon Roadshow 2013, which took place from 24th June to 7th July 2013 at the Verona, Bologna and Fondi markets as well as in various companies producing and selling melons all over Italy. It is a new door-to-door approach thanks to which Monsanto is closer to producers and dealers, therefore providing continuity along the chain.
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On July 2nd, the Melon Roadshow 2013 stopped at the market in Fondi (Lazio), where we were able to meet the Monsanto team.
Fabrizio Petrillo (Watermelon and Melon Key Account Manager) and Vanes Montanari (Melon TD) have been touring Italy for more than a week and can convey the excitement the SV5448ML melon provoked on producers and dealers: "The plant is easy to grow and there are no particular instructions to follow. This melon adapts to all areas, it is rustic, with big yields and resistant to iodine. Fruits weight between 1.4 and 1.7 kg on average."
Fabrizio Petrillo, Danilo Bo and Rocco Parisella.
The netting - which is really pronounced and thick, almost creating a bas-relief on fruits - is a particular characteristic making the SV5448ML melon easily recognisable. Danilo Bo (Central Italy Area Manager) observes that "it is a characteristic that was immediately appreciated in Northern Italy and in Naples. Combined with the other qualities, it could become its trademark."
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SV5448ML also tastes good and presents a particular aspect, as it does not ferment even after it has been stored at room temperature for various days. In fact, it was possible to taste a melon harvested six days prior which had not been stored in a cold unit.
Rocco Parisella, from Monsanto, points out that "the average Brix level (sugar content) is of around 14, but it is not enough to judge. The aroma is full of shades and the aftertaste is also important. We can say that there are no "bad surprises", quite the opposite in fact, as the good storability means it is easily manageable both in units and in stores."
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The seeds can be ordered and will be available as of November 2013 for greenhouse transplants in March 2014. The managers of Monsanto report that those who have already experimented it want to extend the purchase.
Another characteristics of the SV5448ML netted melon is the fact that the stem "indicates" when the fruit is ripe, but it does not detach.
The visit also represented the occasion to make an assessment on the sales campaign, which was positive in terms of prices. "Supply was in line with the demand, also because there was no overproduction. Cultivated areas were already -15% at the start and bad weather made things worse, especially in the North. Anyway, there were no supply problems as we had feared at first. Prices were good even when other summer fruit appeared on the market."
Francesco Boccia, Marketing & Communication Manager of Monsanto Agricoltura Italia concludes, "we are aware of the commitment that bonds producers to their land and their traditions, and that is way we want to go to meet them and share time and expectations as well as providing solutions to support a productive and sustainable agriculture."
"The roadshow is something new that wants to showcase the passion and dedication our men have for land, growers and products, providing solutions for any local need."
For further info:
Francesco Boccia
Marketing & Communication Manager Italia, Monsanto
Cell.: (+39) 346 8316220
Email: francesco.boccia@monsanto.com
For further info:
Francesco Boccia
Marketing & Communication Manager Italia, Monsanto
Cell.: (+39) 346 8316220
Email: francesco.boccia@monsanto.com