Turkey is a real melon country. In 2012, it ranked
second in the world in terms of watermelon
production, and new types are also gradually
gaining a foothold. For example, both the domestic
market and international markets are interested in the Caribbean and Sandissima® concepts. Rijk Zwaan facilitated contact for the growers with Metro Dubai and Metro Russia, among other retailers, and the growth continues.
Although the traditional Turkish melon, the Kirkacag melon and the large Crimson watermelon still dominate the market, Bilge, Rijk Zwaan’s Chain Manager in Turkey, nevertheless perceives a slight shift. “Changing consumer lifestyles are creating a need for different products, and growers and dealers can sense international opportunities. Export activities are opening up completely new and above all sizeable markets. In other words, there’s plenty of sales interest in ‘special’ melons.”
Various Caribbean and Sandissima varieties were trialled in Turkey last year. “We then held tasting sessions for retailers, wholesalers and dealers and organised promotional activities in stores. We received positive reactions, which encouraged growers to incorporate the concepts into their production plan for this year too. Turkey’s Mediterranean coast and the highlands are ideal production locations for Caribbean melons, for example. Two growers planted Caribbean King RZ (on 8 and 30 hectares respectively) intended for the British market and the United Arab Emirates. There’s a big chance that the nice Caribbean melons in Dubai come from Turkey.”
The Sandissima concept has also attracted attention. One of Turkey’s largest fruit and vegetable distributors, Çekok, planted 1 hectare of Conguita RZ and Tigrinho RZ this season. According to Çekok, this product is popular thanks to its small, handy format. This makes the melons easy to transport and consumers can eat them in one go. The sales figures were good and the distributor has planned in new production.
Bilge: “Growers will hopefully also see their yields increase further again in the year ahead. Needless to say, we help them with this. It’s exciting because a number of large-scale, commercial crops are planned. In addition we will be starting trials with our seedless watermelon at various locations, and the sales channels will be hearing more from us too: we want to sell more products directly to retailers and are currently exploring partnership opportunities with processors. They’ve already shown an interest in our melons.”
For more information:
Martine Boekestein
Specialist Marketing Communication
Rijk Zwaan
Tel: +31 174 53 23 37
Mob: +31 6 22 11 51 84
