This year’s Bayer Seminis Melon&Watermelon Week arrives with a novelty that says a great deal about where the market is heading: for the first time in the history of the event, watermelon will occupy more space in the programme than melon. The demonstrations will take place from 29 June to 3 July at the Miranda farm (Campo de Cartagena) and will revolve around two major trends shaping the sector’s agenda: the rise of watermelon and the unstoppable growth of convenience formats.
“We are adapting to customer demands,” summarises José Guirado, Market Development Melon & Watermelon Iberia at Bayer, who explains that the company has increased its resources in the watermelon programme in recent years with a very positive market response.
The event will feature field demos showcasing the current portfolio and upcoming developments, as well as a display of different convenience-oriented formats and presentations, allowing visitors to see first-hand the potential of the new materials for processing.
Ready to enjoy: fresh cut as a growth driver
The slogan underpinning Bayer Seminis’ strategy this year is Ready to enjoy, a return to the ready-to-eat concept applied to melon and watermelon. The growth of fresh cut and ready-meal categories is not a passing trend. It reflects structural changes in consumption habits, especially among younger consumers, who increasingly demand healthy and convenient options. In this context, having varieties specifically designed for cutting has become a decisive competitive advantage.
The flagship of this segment within the Bayer Seminis portfolio is Durlinda, an ultra-firm watermelon specifically developed for industrial processing that pioneered this segment a decade ago and remains a benchmark today. As it does not release liquid when cut, it is ideal for fresh cut applications. “The best results are obtained with ultra-firm varieties,” says Guirado.
RELATED NEWS: Bayer Seminis focuses on watermelon and fresh-cut
The company continues to develop new materials within this segment, which will also be showcased during the event.
As for melon, due to its intrinsic characteristics, it presents lower complexity for cutting, as it does not release as much water as watermelon. The company is working with dual-purpose materials while continuing to support traditional consumption.
