Castello watermelons ready for shipment.
Things changed four years ago, when the company moved to a more modern well-equipped facility. "Supermarkets appreciated the fact that we worked to provide an improved service because, although high quality is produced on fields, the certainty that the product is good can only be ensured during processing. If five people taste a melon they will give five different opinions, while machines provide objective information."
The mini-watermelon processing section at Ortofrutta Castello.
The new structure is equipped to collect, process and ship produce thanks to its own fleet of trucks. Ever since the move to Stanghella, the number of supermarket chains supplied by the company grew, just like the turnover, which has almost doubled in 5 years (from the €10 million of 2011 to the over 20 of last year). The quantities being processed also grew. Last year, the company processed 37,350 tons of melons, watermelons, citrus fruit, asparagus, sweet potatoes, chestnuts and pumpkins. Ortofrutta Castello grows its own produce but also collects some from Global GAP companies.
Mini-watermelons in crates.
Ortofrutta Castello is therefore one of the leaders on the melon and watermelon market and can provide insight into market trends.
The 'Dolcezza garantita' sticker identifies the sweetest fruits.
FreshPlaza (FP) - What are the current trends on the watermelon market?
Pierluigi Castello (PC) - The market is changing and moving towards smaller grades. Mini-watermelons are becoming increasingly popular all over Italy. It is almost impossible to sell 15 kg watermelons because families are smaller and because these fruits are difficult to store in the fridge and to eat in a short period of time. Watermelons between 6 and 10 kg are more popular but now people tend to even buy those between 1.5 and 2.7 kg. Which also makes it very hard to place 3 kg fruits.
Packaging developed by Castello to sell melons.
FP - What do you mean?
PC - Demand for 3 kg watermelons is very low despite the fact that their quality is better than that of the smaller fruits. They also have a higher sugar content, so much so that they are considered even tastier than 15 kg watermelons. That is why we designed a special packaging to sell mini watermelons between 2.7 and 3.3 kg, which has become quite popular because it is very practical.
Packaging created by the company for watermelons between 2.7 and 3.3 kg.
FP - The estimates show that you intent to increase the volume of sliced watermelons. Are they getting more popular?
PC - Yes, customers like them because they can see the inside of the fruit. They can see that it is perfectly ripe. In addition, as slices weigh between 800 grams and 1.2 kg, they are practically single servings.
Watermelon slices about to be packaged.
FP – How has all this affected varietal innovation?
PC – We all like different things, which affects varietal research, but mostly for what concerns melons. As regards watermelons, research is currently focused on seedless varieties, because they are practical and have a longer shelf-life (seeds produce substances that accelerate ripening). In addition, the most recent seedless varieties have high quality standards and are crunchier.
Big watermelons on the processing line.
FP – What about melons?
PC – In the past few years, seed companies have worked a lot on shelf-life and on the firmness of the flesh to make the fruit last longer however this has affected flavour. This is also a reason why consumption has diminished. The older varieties had a better aroma and now seed companies are going back to them.
Melon packaging.
FP – How is the season going?
PC - The season started well in April with Moroccan melons (Castello has a joint venture with a French company that owns land in Morocco). Prices were good, just like the shelf-life. We had a good campaign between March and April, then the Sicilian greenhouse produce did okay between April and May but the current Northern greenhouse produce is not doing well as production costs are higher. It would have been a good season if temperatures were good, but consumption dropped and there is too much product available. The situation is even worse abroad.
The mini-watermelon processing section.
FP – Ortofrutta Castello sells most of its produce to retailers. Are there differences in the demands of Italian and foreign retailers?
PC – We sell 80% of our produce in Italy and the remaining 20% abroad. Italian consumers know the fruit well and look for quality, they are less interested in the colour and appearance. The same happens in other producer countries. Non-producer countries look for shelf-life instead. As the fruit takes longer to reach foreign destinations, so appearance is important.