Dolce Passione to expand again this year as consortium eyes further sales growth, with mini varieties now accounting for 60 per cent of domestic sales
Production of seedless, black-skinned watermelons is expected to grow in Italy this year as one group of producers eyes further sales increases on its domestic and export markets.
The Dolce Passione consortium was at Fruit Logistica last week in Berlin, where it confirmed plans to expand its production to around 350ha across 11 regions of the whole of Italy.
Targeting customers in Europe and the Middle East during the May to October period, the organisation revealed it managed to sell more than half of its marketable production overseas in 2025, equal to approximately 10,000 tonnes.
According to data shared by Elisa Macchi, director of CSO Italy, watermelon production in Italy grew from 16,000ha to 18,000ha in 2025 compared with the previous year, while production was up by more than 200 tonnes to 1.2mn.
Most of that growth is driven by demand for smaller varieties, which are seen as more convenient and consumer-friendly.
In 2025, Macchi revealed, mini watermelons accounted for 60 per cent of purchases on the Italian market, with medium-sized watermelons taking a 31 per cent share. Only 9 per cent of sales were traditional, large watermelons.
“Strong varietal renewal,” she commented, “is the main cause of a recovery in consumption, also supported by [lower] prices and high quality.”
Dolce Passione was founded in 2023 as a partnership between three companies: Ortofrutta Castello, Cico Mazzoni, and Lorenzini Naturamica.
Consortium representatives Roberto Castello, Matteo Mazzoni, and Nicoletta Magnoni were in Berlin to fly the flag for the consortium, where they underlined its focus on delivering fruit with low environmental impact, efficient logistics, and superior quality through continued innovation.
“This year too,” said Mazzoni, “we continue to invest in the product together with consortium members. The presence of a consistent variety for consumers, with highly appealing organoleptic properties and good shelf-life, combined with a robust marketing and advertising campaign, has made Dolce Passione a project with positive results.”
