More than just a melon

Watermelons seem so simple. Summery, fresh, bright red. But behind that cheerful exterior lies a product that refuses to be controlled. They grow when they feel like it and respond strongly to sun, rain, and soil. That means a lot changes—often and fast. That makes it challenging – and all the more interesting.

So how do you ensure a stable supply, week after week? It starts with trust. Between growers and buyers, but also within the chain itself. Our colleague Daaf doesn’t call watermelons “extreme” for nothing. Only with short lines and direct collaboration can we deliver at the right moment every time.

Timing is everything
Quick decision-making is crucial. One rain shower and your schedule is ruined. According to Cintia, that’s why it’s essential to load the melons within one day after harvesting. Only then do they stay fresh and tasty. And that’s exactly what we focus on—daily.

Our colleagues work closely with growers in various regions. Not just in countries like Spain or Italy, but also within those countries, by province. Each area has its own climate. By spreading smartly, we reduce risks and extend the season. And that’s necessary, because the market is just as unpredictable as the weather.

Smart spreading, strong shelves
We also consciously spread our sales. William explains how we work with various supermarket formats, from discounters to traditional chains and are active in multiple countries. That way, we stay flexible. Is it cold in the Netherlands but warm in Sweden? Then we can switch immediately.

That flexibility brings calm to the chain. Everyone knows what to expect. And the melons? They’re right there on the shelf, exactly at the right moment.

The power of small
One striking trend we’re watching is the mini-watermelon. More and more consumers are choosing convenience. A small melon fits better in the fridge, is easier to carry, and just right for one or two people.

“But the taste has to be just as good,” says William. And that’s exactly what we’re working on together with our growers. His dream? A mini-watermelon with consistent quality, available all year round. A big challenge, but one we love.

Small in size, big in impact. Just the way we like it.