Standing out in the melon and watermelon market is not easy as it is very brand-driven. The Melon de Autor brand, which has only existed for three years, has achieved positioning itself in some large supermarket chains in Spain and has managed to expand to other countries, such as France and Dubai, by having manageable and limited volumes that allow them to control and offer a premium quality product at a competitive price.
"Sometimes the stars and constellations line up so that everything goes well," jokes Jordi Valle, who together with Miquel Torradeflot, founded the Melon de Autor brand. "We are very happy with the results we've had and we'll seek to continue expanding in Spain, where people consume the Piel de Sapo melon more. At the same time, we'll continue to promote melon consumption abroad," he added.
“One of the great advantages of buying Melon de Autor products is that their flavor is the same all year round. It doesn't matter if the melons come from Spain, Senegal or Brazil, where we have our own plantations, they all taste the same. Given the success of Melon de Autor, in March of this year, we were able to launch the Sandia Foodie, a black seedless watermelon. Our goal is to continue providing this product to our customers throughout the year. That's why we also grow watermelons in Senegal, Spain, and Brazil, where we are testing the results that, for now, are satisfactory. We want to be 100% sure that we can offer Brazilian watermelons that have the same level of quality as the Spanish watermelon,” Jordi Valle stated.
Both brands have landed in one of the most prestigious international tennis tournaments, the Davis Cup 2019, which will be held in Madrid from November 18 to 24, where they are collaborators and responsible for providing healthy fruit and snacks to players, family members, and VIP assistance.
“We are already serving products from the IV range of Melon de Autor and Sandia Foodie, as well as smoothies, dehydrated melons and watermelon, and the fresh mini cucumbers of snack MyCubies in the locker rooms, the court, the VIP area, and the players' restaurant. We seek continuous collaboration with the world of sport.”
Even though watermelon consumption is much lower in the autumn and winter months than in the summer months, it is important to maintain the presence of the brand on the shelves. “In addition to the fresh product, we offer dehydrated watermelon and melon. It should be noted that 5 grams of dehydrated fruit are equivalent to 60 grams of fresh fruit, maintaining its nutritional properties. They are ideal for athletes to recharge energy in their training and performance,” the sales manager said.
“It seems that the cold takes longer to reach Spain due to climate change, so, we've had an abundant demand for melon and watermelon until recently. In the months of January and February, Brazil's supply is usually more complicated due to the drop in demand, but there is still a lot of time to know how the market will evolve,” Jordi concluded.
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