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 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.
Contacts:
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