The cantaloupe market is rather poor at the moment as demand remains relatively low. The Central California deal is still in good production and will be until the early part of October, before moving back down south to Yuma for the fall. Prices are very low and there are no signs of any real recovery.
"Cantaloupe is still shipping out of Mendota and should go through to the first week of October," said Justin Bootz of Legend Produce. There is usually a bit of overlap as the Yuma season starts. The market has been very poor, with very little demand. Open market prices have been hovering around $4.00 which is very low, and only in the last week have they risen slightly to $5.00. In fall, there are fewer growers and therefore less supply, so we will see how the market goes as the Yuma deal begins."
Bootz added that growers that rely on the open market as well as those that only grow cantaloupe at this time of year have been struggling. "It's been tough for shippers to make any money this season," he said. "Unless you have contracts in place that can guarantee you make a profit, or if you grow cantaloupe in conjunction with other crops."
Better demand for better harvest method?
Growers suspect the slow demand may have something to do with the predominant varieties currently being grown, which tend to value cosmetic appearance over flavor profile. If a cantaloupe doesn't taste as good as consumers would like, they tend to avoid it the next time they are at the store. Improving those repeat purchases are a key to boosting demand. The cantaloupe variety and the way it is harvested can determine the balance between shelf life and flavor.
"People have become accustomed to a longer shelf life and we are therefore seeing an increase in the amount of 'Harper' type cantaloupe made available for retailers," Bootz explained. "It is easy and cheaper to grow and has a longer shelf life. However, because it is cut from the vine and a field of this variety is only picked once or twice, the flavor is more inconsistent and tends to not be as sweet. The 'Western Shipper', on the other hand, is more of a traditional melon that is harvested when it is at full slip. Legend Produce also picks multiple times to ensure better consistency. The disadvantage of harvesting at full slip is the reduced shelf life. However, we believe that presenting consumers with the best tasting melon will increase the chance of repeat purchases."
Bootz continued by explaining that Legend Produce is continually performing trials and experiments when it comes to cantaloupe, with the aim of producing a quality fruit and improving demand. "We don't remember the market being this stagnant," he said. "Legend Produce is always doing trials and experiments in order to achieve the balance between shelf life and taste."
For more information:
Justin Bootz
Legend Produce
Tel: +1 (623) 298-3782