The cultivation of mini watermelons and melons will have a bit of a late start, as weather conditions have caused flooding and other inconveniences, says Tania Silva, who does sales for fresh fruit exporter Rush Farms Portugal: "Due the storms and bad weather in Portugal and Spain, the cultivation for both mini watermelons as well as regular melons is late, because the fields were under water. Although a gap in May and June is expected, we were able to plant our watermelons in an open field, and we will cover our programs to satisfaction. Regarding the melons, it was affected not only by late planting, but also the acreage is very low in comparison to last year."
Looking at the overall supply, the mini watermelons will mostly be in a stable spot, but Silva emphasizes that the supply of regular melons might be lower than usual. "For watermelons, there will be gaps in some weeks, and oversupply in others. Regarding the melons, the supply will be short due to the reduced areas of production and the late planting. Production hasn't had the easiest time in the past three years, as we've had to deal with heat waves, storms, and other extreme weather phenomena that either destroyed fields or decreased the quality of fruits, resulting in gaps in the supply. We also need to take into account that other fruits have also had to endure heavy damage from the weather, such as stone fruits. As these fruits will be in lower supply, more people might turn to the melons and watermelons, making them the pick of the season. So we expect strong demand this summer".
Although consumers will usually jump on the next hype-train when it comes to new products, Silva has noticed that the basic properties of their product has once again become the most important aspect that consumers look for: "Innovation is present in farming, to be able to have new products which are not only more agronomic interesting, but also gives the consumers that desired 'wow factor'. There are examples of such products, like the Dino melons or Waikiki. However, currently we are noticing a trend of 'back to basics' for the products, where the brix levels and the right maturation of the fruit are the key points that consumers are looking for. To fill that demand, we are continuously promoting our white melons, a product that, in terms of both flavour and brix, is the top region, meeting the preferences consumers have. Now, admittedly, the white melon is not the most beautiful melon on the market, but the right marketing will ensure that its presence in French, Portuguese, and Spanish markets will grow."
Overall, Silva has noticed an increase in interest when it comes to Portuguese watermelons and melons, as they now supply supermarkets and importers directly, instead of just covering gaps in other exporters' supply. "The export volumes for melons are increasing year after year. We have a unique approach to the culture, and handle the entire process from production, to harvesting to packing, and that is noticeable in the results that we achieve. The buyer profile is changing as well. Before, most of the clients were Spanish or Italian producers looking to cover their gaps, in the last years this situation has changed and we are not contacted directly to supply both the supermarkets and as well as importers."
The weather has played a major role in the price levels for the melons in recent years. Silva states that when prices go down during the season, the weather always delivers some kind of blow, causing prices to rise: "The prices for melons and watermelons have been rather similar in terms of the behaviour over the course of the full season. The season usually starts with more expensive prices, then it calms down for a while, only to increase once again after some form of weather issues. For us as a company, we increase our acreage very carefully, making sure that we can sell while covering all of the costs. We have a considerable volume available, but the sales are all planned and pre-sold."
Rush Farms Portugal puts emphasis on making their export operation more sustainable, Silva explains. "Our agronomist, José Rodrigues, is continuously pushing us to go forward and try new approaches. Besides the usual field trials, we work continuously on methods to have more production per hectare, while having a sustainable farm at the same time. For example, we produce in Residue 0, Regenerative farming. Our fields are chosen with consideration to the water availability and also the distance to our warehouse, to reduce the carbon footprint even further."
"I think it will be a key season to establish ourselves as a prominent player in the melon and watermelon segments. With every product, in every season, there are always challenges. However, with good planning and clear communication with our clients, we have been able in the past to solve any issue regarding volumes. Overall, it will be an interesting season!" Silva concludes.
This article was previously published in Primeur May 2025. Click here for the link to the entire edition
For more information:
Tania Silva
Rush Farms Portugal
Email: [email protected]
www.rushgroup.co.uk