Itaueira to showcase expanded melon offering at Fruit Attraction

Brazilian melon supplier Itaueira has begun harvesting at its newest farm in Morada Nova, Ceará, reinforcing its return to the international market after an absence of several years.

The family-owned business is a year-round supplier of melons and watermelons grown exclusively on its own farms. It currently has 3,000ha of melon production in northeastern Brazil, across three states: Bahia, Ceará, and Piauí, which it supplies to North America, Europe, the Middle East, and South America.

The company will be at this year’s Fruit Attraction to showcase its traditional Yellow melon and seedless mini watermelon, alongside new varieties such as Piel de Sapo, Galia, Cantaloupe, and Matisse melons.

“Following the success of last season’s validation tests of our unique premium brand concept with long-standing international distributors, we will officially announce at Fruit Attraction the unification of our premium fruit line under the registered REI brand, supporting sustainable and long-term growth while consolidating our presence on a larger international scale,” the company said.

“Fruit Attraction will be the ideal stage for consolidating existing strategic partnerships, forging new alliances, and announcing the company’s international partners where its fruit will be available in the 2025/26 season.”

The first shipments took place in the first week of September. The company said it has established new strategic partnerships and strengthened the relationship with its traditional partners, significantly expanding the reach of Rei melon in Italy, the Netherlands, England, Spain, Canada, and the Middle East.

Itaueira will be exhibiting at stands D02, E02, and F02 – part of the Frutas do Brasil pavilion – in Hall 12.