"Ferragosto week (week 33) has just ended and the hot weather is calling for a refreshing slice of watermelon. Our mini watermelons and the traditional crisp and sweet watermelons are still available in Lidl stores in southern Italy and will remain so for about ten days,” according to Bartolomeo D'Aprile, a grower from Gioia del Colle in the province of Bari.
“Our watermelons of the Melania variety in sizes from 6 to 10 kg have been on sale in Lidl stores in southern Italy since week 31. It fills us with pride to be able to supply our products to such a prestigious customer as Lidl Italy. This is not only a recognition of our hard work and commitment, but also a chance to reach and inspire more watermelon lovers. We also hope that this summer promotion won't be the only one but will continue with autumn-winter products such as persimmons, citrus and cauliflower starting in October."
Watermelon season better than expected
D'Aprile's watermelon season officially began on 15 June with the first harvest. "We noticed a significant delay in ripening and smaller fruit size in the product planted in the last ten days of March due to the cold weather. On the other hand, the crops planted on April 10 showed normal progress, and the watermelons were also larger. The fiery red center reveals the delicious quality of the fruit, and with a Brix value of 14°, a perfect balance of sweetness and juiciness."
On the commercial front, D'Aprile noticed that the demand for watermelons dropped from 5 to 15 August, resulting in a backlog of sales. "In the last few days there has been a slight improvement, both in demand and prices. We hope that the return of warm weather and the end of the vacation season will have a positive impact on consumption."
Nevertheless, the entrepreneur speaks overall of an unusual season, in a positive way. "Apart from the last period, prices and consumption have been more than satisfactory. Therefore, it will be a memorable season for us. It will end at the end of August."
Shortening the supply chain
"Our vision is clear, which is to supply our country's products of the highest quality within 24 hours of harvest," continues D'Aprile. "And we are proud to be able to work with fresh produce and shorten the supply chain."
"Each box of our fruit also has its own personal identity card, which is a label with a photo of me and a QR code, a symbol of our commitment to guaranteeing quality from the growers to the consumers. Showing your face is not just a figure of speech for us, but the reality of a daily commitment. In this context, we thank CAI - Consorzi Agrari d'Italia for the trust they have placed in us and for supporting the Coldiretti project to shorten the supply chain."
Photos provided by Bartolomeo D'Aprile
For more information: www.daprilebartolomeo.com