While consumption is high, there is a lack of product, and people are flocking to buy melons. "Prices have risen to unprecedented numbers," says Bruno Francescon of Mantuafruit, a melon specialist, "even though this shortage was expected, which will go on for the first 15 days of July. Then it will be back to normal."
Premium line
The bad weather in Italy during the fruit set period in May caused the current availability to decrease by up to 70 percent. And this situation also occurred in other producing nations, such as Spain and France.
"On a positive note there is quality," adds Francescon. "The plants have few fruits, so we easily reach a very high °Brix of 16-17 points. In addition to Italy, our market is also aimed towards foreign countries. Northern Europe, Scandinavian countries, Germany, Austria, Great Britain are all nations whose operators are asking us for high quality melons. Within a couple of weeks, the quantities will stabilize, so our export-oriented share will be around 20-30 percent."
Premium line
"On the brand front, we have a number of lines including the premium product Antonio Francescon founder's selection, which stands out in terms of taste and packaging."
"Speaking of acreage, we are stable and have confirmed our programs, but at a national level there has been a decline in melon-growing areas close to 20 percent. This factor is also determining the current lack of product."
Bruno Francescon
"If there is a shortage of product, everyone is looking for it and wants it; if there is an abundance of it, no one wants it. For example, there are large-scale retail chains that are going to place a promotion on melons. This seems to me to be an illogical choice. The promotional tool must be used judiciously so that both producers and the large-scale retail chains can achieve their goals. Doing promotions when there is a lack of product makes no sense."
For more information:
Mantuafruit
Via Retenago 13
46040 Rodigo (MN)
+39 0376-650727
[email protected]