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First Fashion watermelons hit the market

"Fashion is putting an end to the seasonality of watermelon consumption"

The Spanish markets have already received the first seedless Fashion watermelons from Senegal. "The first shipments arrived last Saturday and the fruit has already been put on sale this week, thus fulfilling the planned schedule, and with an optimal level of quality," explains Joaquín Hidalgo, General Coordinator of Fashion, of Grupo AGF.

The acreage remains stable compared to the previous campaign and amounts to about 1,800 hectares, while the production stands at around 80 million kilos. At the moment, most Fashion watermelons aim to cover the needs of the Spanish market, with the exception of some shipments going to France; however, in global terms, 45% of Fashion's sales are intended for export to markets like Germany, France and the Nordic Countries. "We are always considering the opening of new markets," affirms Joaquín Hidalgo.

Fashion watermelons hit the market competing against other overseas productions, such as Costa Rica's. According to the coordinator, "the demand for watermelons is currently more limited than in summer, which is why we must be careful not to saturate the markets, as prices would be affected."

In any case, he points out that "Fashion is putting an end to the seasonality of watermelon consumption, because while in the past it was only consumed in the summer months, we can now supply it from March to late October with a standardised quality guarantee."

"Consumers can already purchase the long-awaited 'heart of summer' in the usual stores and enjoy its unmistakable flavour and sweetness," he concludes.

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