89 - Eurofresh Distribution

ApRIl EUROFRESH
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meloN/melóN 2 0 0 7 DISTRIBUTION 89
Piel de Sapo Cantaloupe
sales continue to rise
The consumption of the Piel de Sapo and Cantaloupe melon varieties
continues to increase in the UK.
According to data from TNS, the British
market has over the last year (until
the 22 of April of 2007) absorbed a total
of 132.7 million melons and watermelons,
with a value of 111.4 million
pounds, which signifies a fall of 1% in
volume with respect to the same period
of the previous year, but with an
increase of 7% in prices.
Nevertheless and with regards to the
different types of product, behaviour
has been very different. For example,
the greatest increase in sales are accounted
for by the Piel de Sapo melon
of Spanish origin, with an increase
of +21% in relation to the preceding
campaign, followed by the Cantaloupe
with +20% and watermelon +16%,
with their corresponding increases
also in value, concretely, +19%, +22%
and +22%, respectively.
Worse luck was to be had by melon varieties
such as the Charentes, whose
consumption descended by 33% for
the same period causing a decrease
of 39% in the total invoicing for this
melon variety.
185.000 Baby Watermelons
It is also worth noting the market debut
of the Baby Watermelon, which
while its sales are still of little signifi-
cance in terms of the overall market,
is worth considering as it represents
a recently introduced product. Well
placed within consumer tendencies,
the Baby Watermelon is obtaining
remarkable success. Last year was
the first campaign in which this type
of watermelon was sold in British establishments,
and up till 22nd of April
185,000 units were sold for a value of
121 million pounds.
Nevertheless most popular varieties
continue to be the Honeydew / yellow
which monopolize half of the market,
even though their consumption fell by
9% (+5% in value).
Anecoop, 15 years of “Bouquet”
seedless watermelons
Created integrally by Anecoop from
seed to crop, post-harvest and packing,
“Bouquet” watermelons have
achieved huge success over the last
15 years. Millions of kilos of this fruit
have been grown and marketed since
1986, making it the star of all watermelons
on the market today. Its key
differentiators are its excellent taste,
its deep red seedless pulp, and its
light green outer colour with dark
stripes that clearly distinguish it from
traditional watermelons, reaping
excellent results for both exporters
and growers. Combining different
growing areas has enabled the marketing
season to be prolonged while
maintaining the same brand and the
same production and quality control
criteria. All this extensive work has
ranked Anecoop Bouquet watermelons
as market leaders. The innovative
range has gradually been expanded
over the last fifteen years with specific
varieties, and with greenhouses
and farms referenced with growing,
harvesting, post-harvest and packing
specifications. Image has proved fundamental,
together with a successful
communication and promotion plan.
In 2006, Anecoop marketed 63,000
tonnes, and in 2007 expects to reach
70,000 as production in the northern
hemisphere lasts from mid-April to
the end of October.
El Grupo Fashion seedless
specialist
Fashion seedless watermelons variety
represents more than half of El Grupo
cooperative (Tropical coast of Spain).
After harvesting 8000 tons last year,
reverse climatic effects this season
will bring down crop to 7000 tons. Following
a strong market success last
year, Fashion variety is been promoted
directly toward the consumer this season.
Main superior eating qualities
promoted are a minimum of a 10ºBrix
sugar content, as well as a quality certification
at origin.
El Grupo offers also a large variety of
green-house vegetales, firstly tomato
and Dutch cucumber, both under UNE
155.000, ISO and BRC certifications.
UK Melon consumption (2006-07)
volumen valor
Cantaloup/Cantalupo 10% 17%
Charentes 1% 2%
Galia 1 % 27%
Honeydew/Amarillo 1% 1%
Watermelon/Sandía 1 % 9%
Piel de Sapo 3% 2%
Other/Otros 2% 2%
Source: TNS