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Italy: Overproduction and low prices for melons

Despite the positive start, due to the lack of produce, melon prices haven't been good this season. Which is a pity, as quality was excellent.

Savino Tiraboschi explains that "the market has been heavy throughout the campaign and demand was slow despite the high temperatures which usually favour consumption. Actually, I think supply was so abundant that sales didn't compensate for the amounts producers placed on the market."

According to Tiraboschi, overproduction is the reason behind the low prices. His company grows melons on 30 hectares which, combined with the crops of his partners, reach 70 hectares. He sells the produce to retailers, wholesale markets and abroad (10%). Prices abroad seem to be slightly higher, but only just. 

"We grew varieties such as Celestial, Macigno, Sogno and Talento and I can confirm that we hadn't seen quality like this for a while. The drought wasn't a problem as we only cultivate melons if water is available. Thanks to our commercial network, we didn't throw away one single fruit, but prices were below expectations."

We photographed melons in a supermarket on 3rd September (photo below). Some didn't look very appealing and the price was €1.29/kg.

Maybe retailers could do something more to make the produce more appealing to consumers (this is also true of other products). Presentation is key, especially as people buy with their eyes as well.

Tiraboschi Savino
Cell.: 3482721031
Email: savino@tiraboschifrutta.com

Azienda Frutticola San Francesco
Via Bologna, 1036
44124 Montalbano Ferrara
Tel.: +39 0532 712884
Email: sanfrancesco@tiraboschifrutta.com
Web: www.tiraboschifrutta.com

Publication date: 9/6/2017


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