Promoting the local agricultural production through a strong, creative and recognisable identity - this is the objective of Rocket Melon, the new brand of watermelons launched by Op Altamura, a cooperative based in Piana del Sele in Campania. FreshPlaza has talked about it with Fabio Altamura, vice-president of the producer organisation.
© TMH Studio
"The idea stems from the need to give greater prominence and identity to our members' products. In recent years, we have already experimented with some third-party productions with excellent results in terms of both quality and volumes. This prompted us to take a step forward, creating a brand capable of conveying the added value of our watermelons."
The chosen name, Rocket Melon, is not a coincidence. "Rockets evoke speed, energy, a spatial and modern imagery. It is a way of saying that this is an unusual product. But there is also a play on words: in English, 'rocket' is a common translation of the Italian word 'rucola', which is one of our flagship products. We wanted to maintain this link, accompanying the name with the 'out-of-this-world flavour' pay-off, which conveys the idea of explosive taste and freshness."
© TMH Studio
The brand is aimed at a young, curious, and cosmopolitan audience, with a fresh and appealing communication style. But, behind the pop image, the agricultural identity of the Op remains solid.
"Rocket Melon represents the values that have always set us apart: quality, innovative, and sustainable agriculture that focuses on authenticity, taste, and a fun, contemporary approach to consumption."
Rocket Melon watermelons are grown in Piana del Sele, in the province of Salerno, with production currently coming from greenhouses. In the coming months, open-field productions will also start, including some crops from the Metaponto area in Basilicata. "This is also a strategic choice for crop rotation: watermelons allow us to better prepare the land for the following winter campaign."
© TMH StudioFrom an agronomic and organoleptic point of view, Rocket Melon focuses on carefully selected varieties. At the moment, the star is the mini watermelon Nikas F1, appreciated for its crispness, high Brix degree, and particularly sweet flavour, as well as for the presence of micro-seeds. "Varietal research was decisive - we chose the cultivars that guaranteed the best performance in terms of both yield and taste quality in previous seasons."
Alongside the mini produce, the Rocket Melon line will also include standard-sized watermelons, selected from among the best available on the market to meet different consumption and distribution needs.
Marketing will start as early as 2025, with a structured presence in both the general markets and the Italian retail chain. Export is a central pillar of the project: the launch plan includes targeted distribution towards Germany, France, and the Netherlands, markets that are historically sensitive to the quality of Italian products.
© TMH Studio
As far as the sales channels are concerned, Rocket Melon is focusing primarily on the big retail trade, but "we also collaborate with several customers in the H&R and food service sectors, and we are also present in the traditional channel in order to reach a wide and differentiated public."
What about expectations? "We have not set strict targets. What's important is to guarantee satisfaction to our customers. The campaign is off to a good start and, if production allows it, we could even increase volumes with extra sales with respect to the already active contracts."
© TMH Studio
In short, Rocket Melon is much more than a new product: it is an agricultural idea capable of speaking the language of the present, without forgetting its roots. And, with its "out-of-this-world flavour", it is a candidate to conquer the summer palates.
Photo credits: TMH Studio www.todisco.media
For more information:
Op Altamura
via Pacinotti
Pontecagnano Faiano (SA) - Italy
[email protected]
www.opaltamura.com
