SAN ANTONIO, TX - Something about eating a melon makes me think, hot dang, it’s summertime! I’m not alone, because consumers are also clamoring for the goods. I spoke with Frank Camera, SunFed’s Director of Sales, and Gretchen Kreidler Austin, Director of Marketing and Business Development, to find out a bit more about the state of this season’s melon market.
“We are harvesting both watermelon and honeydew,” Frank told me. “For our Seedless Watermelon, we are transitioning to Eastern Mexico. We have three weeks left in our Honeydew crop out of Caborca, Sonora, Mexico. We will then also transition to our Eastern Mexican fields.”
With a slight increase in volume, and a spectacular quality for its Sonoran melons, it seems hopeful that the market will improve further into the summer months and as retail promotions rev up for the 4th of July.
“Nobody is a stranger to a crisp, ice-cold watermelon in the summertime, and retailers do a great job with display contests and promotions,” Gretchen explained. “But not every melon is created equally. Seed, growing soil, growing region, and season all play a big role in the flavor and sweetness of a melon. Sampling is always a great way to capture customer attention! As the old adage goes, 'seeing is believing, but tasting is proof!' And SunFed has super sweet melon!”
For retailers, Gretchen noted that it’s easy to play into the inherent nostalgia of melons as a driving force to getting them toward that register ring.
“Melon in general is a sweet treat, refreshing in the heat of summer. Watermelon is nostalgic and engrained in our minds as a symbol of summer. Picnics with friends and family, trips to the lake or river, summer vacations, running through the sprinkler in the yard, 4th of July celebrations and parades—and always having ice cold watermelon to snack on,” she concluded.
I mean, I already want some. Don’t you?
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