Agrícola Navarro de Haro enters the watermelon season with increased production, reinforcing its presence in different Spanish regions and expanding its cultivated area with a new 40-hectare farm in Carboneras. This expansion will enable the company to advance its harvest and improve its early watermelon supply.
“This year, our goal is to surpass 50 million kilos.,” says José Navarro, the company’s manager. Last season, this target was not achieved due to quality issues that prevented production from continuing into September. This year, with 770 hectares of crops and partnerships with farmers in various areas, the company expects an 8% increase in stable, high-quality production.
Geographical diversification is one of the company’s key strategies. In addition to Almería, it cultivates watermelons in Granada, Córdoba, Seville, and Castilla-La Mancha, adding up to 320 hectares in these regions. “One of our objectives is to continue exploring new areas that enable us to maintain high-quality watermelon,” Navarro explains.
Increasing demand for watermelon
The watermelon sector has seen significant growth in recent years. According to the Food Consumption Panel of the Ministry of Agriculture, households purchased 3% more watermelon between January and November 2024 compared to the same period the previous year. Navarro attributes this trend to the “notable improvement in watermelon quality,” which has increased consumer trust.
RELATED NEWS: A serious commitment by Agrícola Navarro de Haro
However, the market has expanded not only in terms of consumption but also in demand diversification. “Our regular customers begin inquiring as early as January about watermelon availability. Consumers are willing to pay a premium if the quality meets their expectations.”
The importance of branding
When it comes to choosing between branded and private-label products, Navarro notes that both cater to different consumer segments: “Each consumer’s purchasing power influences their decision. Some still prefer well-known brands, while others choose more cost-effective options.”
With a promising season ahead and investments aimed at enhancing production, Agrícola Navarro de Haro continues to strengthen its position as a key player in Spain’s watermelon sector, focusing on innovation and process optimization to ensure a high-quality product.
