The vegetable supply has run out and there are shortages, giving retailers plenty of reasons to plan promotional actions with fruit. “Melons are also going to be promoted in full swing,” says commercial manager Leon van den Hombergh from Frankort&Koning. “There is plenty of supply, and price levels are slightly too low, but there is a lively trade in melons. Melons are low in calories and rich in vitamins, and they are therefore an ideal product to promote this time of year.”
“Volumes from Brazil are now clearly receding, but the first melons from Honduras have already arrived, and Costa Rica is also gradually starting to ship their melons. These are the traditional transitional weeks. The question now is when and with which volumes Costa Rica enters the market,” Van den Hombergh continues. “As yet, volumes from Brazil have been considerable, resulting in a difficult season, price-wise.”
“Prices of yellow melons are acceptable at 8-9 euro. Galia melons are sold for 7 euro, and Cantaloupe for 6 euro. All in all, there are too many melons that are selling for low prices. But it is positive that the willingness to have promotions is very present. Retailers also plan plenty of promotional actions with melons in winter nowadays, and consumers buy them year-round.”
