Spain ranks as one of the EU?s largest producers of melons. In fact production now amounts to over 1.6m tonnes annually, of which sweet types account for 60 per cent.
Despite the country?s strength the industry has faced turbulent times during the last couple of seasons. To some extent this has been due to rising production costs, labour shortages and widespread problems with disease, but stiff competition in key export markets, notably from Morocco, Italy and France, has also played its part.
Adverse weather, notably heavy rains, has compounded the situation, with 2003 being no exception. As Jez Spikings of Janic Import & Export Ltd, one of the UK?s leading importers, explains, early crops were particularly hard hit by poor growing conditions in February and March, which reduced volumes and delayed harvesting.
But there are grounds for optimism with good volumes still to come and quality looking excellent across the varietal range. ?Despite the later start we anticipate handling around 1m boxes of Spanish melons this season, a significant increase over the previous year when crops finished early due to heavy rains,? says Spikings.
The company?s ongoing success can be attributed to attention to detail at every level of the supply chain, especially post harvest, and strong relationships forged with growers over many years. Spikings points out that Janic?s aim is to supply a product of the right eating quality and brix content to engender repeat sales at all levels, from wholesale and foodservice through to the multiples.
Trevor Shaulton of Rodanto, another key player in the UK, echoes these views: ?Our business has evolved by simply giving customers what they want, when they want it.?
This philosophy has held the company in good stead since it now ranks as one of the largest handlers of Spanish melons in the UK, a position bolstered by various exclusive production agreements with growers in all areas of Spain.
As to this season?s prospects, he believes that much will depend upon weather patterns both on the supply and demand side. Variable growing conditions have already resulted in a mixed start. As Shaulton told the Journal: ?At this stage it looks as though protected crops grown in Almeria, the first area to come on stream, are between five and 10 days later than usual. Volumes are also down though to a degree this can be attributable to a 10 per cent reduction in plantings.
?Similarly crops in Murcia, the bulk of which are field-grown, are developing slower than expected and, as a result, the season is unlikely to get fully underway until June though much will depend upon prevailing weather.?
Other areas are facing comparable conditions though later crops generally appear to be bearing up better. For example, in Huelva, greater emphasis is being placed on late season production, particularly for Galia. This has been reflected in new investment in plantings, infrastructure and facilities.
At the same time, more growers are diversifying their varietal mix beyond traditional offer. In effect supply is being tailored to specific customer requirements reducing the risk involved. Although yellow honeydew and Galia continue to represent the backbone of national output stronger focus is increasingly being placed on Charentais and Cantaloupe. Piel de Sapo and baby melons are also seen as offering opportunities for expansion, especially by the multiples. Seedless watermelons are another success.
These developments in turn have boosted exports to new heights. In 2001 alone sendings jumped eight per cent to 695,658t, compared with 639,267t the year before. Within this watermelons represented around 45 per cent, a position boosted by the availability of seedless and sweeter types and enhanced packaging for babies.
Of the total an increasing proportion has been channelled to the UK. Spain now accounts for more than 50 per cent of the melons purchased at multiple level, followed by Brazil with roughly 30 per cent. A further 11 per cent comes from Costa Rica, with the remainder from France, the Netherlands, Turkey, Greece, Italy and Honduras.
In fact, UK melon sales generally have, and continue to be, on the ascent. According to Taylor Nelson Sofres in the 12-month period up to March 30, 2003, volumes rose five per cent to 94,958t, of which the supermarkets held an 82 per cent share at 77,533t. In parallel with this the value of retail sales overall jumped 13 per cent to £104.3m as against £92.5m the year before and multiple purchases to £90.7m compared with £78m. The co-ops accounted for an additional £1.88m and £1.87m, respectively.
Other factors have also played a part. As Robert Bradford of Gregal UK Ltd, one of the UK?s prime handlers, points out: ?Not least has been good summery weather, which has heightened demand, and the introduction of a better standard of presentation. High profile promotional campaigns in the multiples have been another boon.?
In 2003 further impetus is likely to come from a general shortage of quality product, particularly from Brazil and Costa Rica, which has strengthened prices for best early season arrivals. ?This means Spanish supplies are arriving on a buoyant UK market, a situation in stark contrast to the last two years when oversupply depressed prices and generally reduced returns to growers,? he says.
This is good news for the company, which has witnessed year-on-year growth in sales, much of which can be attributed to strong brand image. It is now the single biggest producer and handler of Spanish Galia, though other types including Charentais and Cantaloupe are coming to the fore. Bradford says: ?Today?s consumers want choice and varieties which create a new eating experience. An integral part of this is taste, which is of paramount importance if per capita consumption is to be increased.
?The UK is already adventurous on this front however and will take a wide range of varieties. In comparison preferences elsewhere in Europe are more defined. For example, in Italy the call is for orange-fleshed varieties, in France, Charentais and in the Netherlands, Galia.?
No comments yet