As Europe bathes in hot summer weather towards the end of July, demand for melons has reportedly risen and is bolstering sales across the continent.
According to German market research firm AMI, stocks that had built up earlier in the month as cold and rainy conditions dampened consumer demand in northern Europe,
'Now the produce can't get to market fast enough,' commented AMI analyst Gabriele Held. 'This is especially true of watermelons.'
Watermelon prices in fact have been advertised and promoted heavily by retailers during the past week, ranging from €0.39 to €0.69 per kilo.
Wholesale prices are understood to be holding up well.
