"There's a growing focus on brands in the melon and watermelon category"
The watermelon season is just starting in Almeria. The first batches of the fruit have reached the market at a time when the weather in Europe is not ideal to motivate consumption; however, they are also facing less competition from third countries, such as Senegal, where the acreage has been reduced compared to last season and logistical difficulties have taken a toll.
In this category of summer fruits, the premium segment has become increasingly important, as have brands, such as Taramay, for which watermelon is one of its main products.