Fresh Del Monte Produce has told The Packer that it has a 'full pipeline' of new melon varieties as part of its plan to focus on higher-margin speciality fruit.
The Florida-based fresh and fresh-cut fruit and vegetable firm has seen net sales at its melon business fall for six quarters in a row since implementing a 'volume reduction strategy' last year.
Dennis Christou, vice-president of marketing, wrote to The Packer, citing a greater 'emphasis being placed on extended shelf life and high yields at the expense of the enjoyable eating experience' among growers outside North America as a reason why the category had 'suffered tremendously, especially during the offshore season'.
Fresh Del Monte's sales dropped 23 per cent in the second quarter of 2011 to US$41.9m, as volumes came down 22 per cent and prices slipped 2 per cent.
The melon category contributed around 4 per cent of the business' overall net sales, which exceeded US$1bn, but had previously accounted for 8 per cent in the final quarter of 2009.
