HillFresh introduced a totally new melon - the Limelon - to the European market. That was at the last Fruit Logistica. This Dutch company did tests with this melon in production countries across the world. And it's well on its way to a year-round supply. Meanwhile, the first Limelons have arrived at Hillfresh from Morocco. They will come in until the end of January. Melons of Brazilian origin will follow them.
"European retailers have received the Limelon particularly well," says Geerten van Luttikhuizen. "In the summer, this melon was a hot item. It combines a melon's juiciness with the fresh sour flavor of lime. Many retailers want to stock it in the winter too. This new melon, therefore, has great potential. We're already doing next year's planning with our supermarket clients."
"We can cover cultivation for the longest period with Spanish Limelons. That's from week 20 to week 36/37. They come from Almeria and then Murcia. We'll expand cultivation there again. Next year's goal is to use the Moroccan melons from week 15. That's before the Spanish season begins. In Morocco, we grow our melons in the Marrakech area. It's going well there too. The Brazilian season runs until the end of January. After that, we want to continue the season from Central America and Senegal."
"Demand is unusually broad. The Limelon's on the rise in the Netherlands. But, even more so in the United Kingdom, Scandinavia, and Germany. It's introduction went well in other countries too. These include Eastern Europe and the Baltic States. And even in the local, Spanish market. Retailers appreciate the Limelon's unique flavor profile. It's a sweet melon, but with a lime's freshness. That gives a completely different taste experience than the existing melons on the market," concludes Geerten.