It’s one of the examples of the exquisite Japanese fruit and vegetable culture: the Crown Melon, a soft and sweet special melon which can be found in luxury stores and sold for prices up to 200 USD dollar each. The team of La Palma, revealed at Fruit Logistica, that they hope to bring the Crown Melon to Europe. The Spanish cooperative aims to capitalize on the tradition of gifting fruits and vegetables in Japan by introducing this high-end product to Europe. “Taiyoo is a symbol of perfection. It’s not a melon, it’s a gift.”
“When we meet up with friends or family, food as a gift is largely accepted, but it’s often cheese, wine or ham”, Juan Vicente Gallego sums up. “In Japan, gifting fruit and vegetables is a tradition, and one we also see opportunities in for the European market.”
The company developed the Taiyoo concept, combining the sophisticated Japanese and Andalusian culture. “The name "Taiyoo" means sun in Japanese, symbolizing the sweet taste imparted to the melons by the Andalusian sun.” The packaging reflects this cultural fusion, showcasing the melon's texture and incorporating elements of Spanish architecture influenced by Arabic heritage.
La Palma has an eye for remarkable products. Earlier on, they launched the Amela tomato, creating a highly rich, sweet and intense taste, revolutionizing the tomato flavour in Europe. Amela is grown following strict quality standards, and marketed as a premium product. Now, the company wants to launch another premium product, but now in melons, aiming to revolutionize the melon flavour in Europe. “Now we’re in the process of finding the right product and the right cultivation strategy. We’re looking for the best variety, with the right flavor characteristics, that can thrive in Andalusia. Then, we will optimize our crop strategy based on the perfect quality”, Juan explains. And there’s more. “The most important thing is we will harvest only one Taiyoo melon per plant to ensure each one is perfect."
This means extremely low production – and that’s OK, Juan says. Does this mean the price will also be $200? No, as that would be too high for the European market. “We will find the right price for it as well – but first, it’s about finding the key partners of the distribution channel to market Taiyoo, that see the uniqueness of the proposition, and believe in the opportunities of fruits and vegetables, of melons, as a gift.”
For more information:
Granada La Palma
Email: prensa@granadalapalma.com
www.granadalapalma.com/