Spanish cooperative Anecoop has this summer sought to boost sales of its pipless watermelons on the French market, including through advertisements in Metro stations in Paris.
One of the reasons for such promotions is to highlight the natural way in which this variety is produced, according to Henri Thorent, head of sales for Anecoop France, through the crossing of different existing varieties.
'Our wish is to respond to the new demands of consumers, who find it more practical to eat this fruit without having to remove the pips,' he told La Croix.
It was this same logic that persuaded Anecoop to launch mini-watermelons, which weigh only one to three kilograms each.
'Some people don't appreciate the classic watermelon,' Thorent said. 'For some it is too heavy in the trolly, requires a large fridge and needs a large family to consume it.'
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