These imports have served as an effective bridge before the start of domestic production. For the Spanish season, delays are expected in various growing regions. Jordi Valle, an executive at the company, believes this will particularly affect key areas such as Almería, Murcia, and Castilla-La Mancha, where weather conditions have influenced crop development. “Although we expect a gradual recovery, we are also aware that there could be many sharp fluctuations.”
In terms of volume, the company confirms that melon imports have been significant in recent months, with increases exceeding 25% compared to the previous year. As for domestic production, the commercial volume for the Spanish campaign is expected to be substantial, backed by tight planning and stable demand in the main European markets.
Regarding these markets, Grupo Algitama Autor highlights its positioning in countries such as Germany, France, and the Netherlands, where the brand has established a high-end product image. The Spanish market also remains key, although consumption habits are showing some changes.
One such trend is a slight decline in melon consumption in favour of watermelon, particularly during the hottest months. The company acknowledges this shift but emphasises that melon consumers remain very loyal, especially when it comes to premium-quality products.
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On the watermelon campaign, Grupo Algitama Autor notes that early market signs are positive. There is a good reception in both traditional and organised retail channels, which supports the company’s dual strategy of promoting both melon and watermelon in its summer range.
As in previous campaigns, they are preparing a series of specific promotional actions to enhance the visibility of both fruits. These campaigns will focus on reinforcing the unique attributes of each product and on connecting with consumers through clear, approachable messaging.
