Nearly two years after Dutch importer Hillfresh first worked with Brazilian Rei melon producer Itaueira, both partners have revealed that they are to enhance their co-operation by signing a contract making Hillfresh the exclusive Rei melon partner for northern Europe, including the UK market.
“The Hillfresh melon category approach with their unique promotions and their tailor-made assortment proposals have made Itaueira confident that this next step in our partnership is the right one,” says Itaueira’s Adriana Prado. “Hillfresh brings the source closer to the retailer resulting in an ideal co-operation between all partners in the chain. But this is only one of the many reasons we have selected Hillfresh to be our partner for Rei melons in the European market.”
The melons are packed into a mesh, which completes their presentation, while the fruit also boasts an “unprecedented” shelf-life, according to Hillfresh. Itaueira grows melons in Brazil year-round and only sells its own products. The Rei melons are GlobalGAP and Rainforest Alliance certified and each fruit has a traceability code to ensure quality and safety.
Hillfresh explains that it has noticed a large demand within European retail for the melon, while customers who have bought the fruit often return for a second bite.
Stephan Schneider, marketing head at Hillfresh, believes that the Rei melon can have a big impact on the UK market, given its taste profile and convenient nature.
“With regards to the UK market, we believe that there is big potential for our ready-to-eat melons,” Schneider explains. “Consumer research indicates that shoppers are willing to pay a bit more when they are guaranteed to get a tastier piece of fruit. And, with the Rei variety, retailers have a recognisable and flavourful melon that is available year-round. For the UK market, it’s a perfect melon we feel.”
According to Schneider, Hillfresh is looking for appropriate retail partners to help promote Rei melons in the UK. “With our unique approach to category management, we are looking forward to helping retailers boost their sales with a premium melon, in combination with some nice promotion – promotions such as our melon recipe booklets,” he says.
“The Rei melons have proven to be a successful addition to the Hillfresh programme,” adds Geerten van Luttikhuizen, who is responsible for overseas melon imports at Hillfresh. “The extra attention given to the melons during the harvesting process results in a better-tasting fruit that can compete with even the best yellow melons from the European market. Itaueira keeps its melons on the plant for a longer period of time and only harvests them when they are fully ripe. This causes the fruits to have a higher brix level, and they therefore have a sweeter flavour. The brix level is always at least 12, but can reach 15 or more. The fruit is really delicious and this is not only a matter of the extra sugar.”
