Spring is here, and summer’s not far behind. That means it’s melon season, and some major shippers have a packed agenda for the spring/summer selling period.
Pacific Trellis Fruit/Dulcinea Farms is introducing a line of high-flavor, high-quality melons, while Dixondale Farms Inc. is preparing to relaunch its popular Navigator cantaloupe program, and MAS Melons & Grapes is ready to enter its biggest promotional time of the year despite the threat of a hefty tariff.
Los Angeles-based Pacific Trellis Fruit/Dulcinea Farms will kick off its brand-new Dulcinea Pure Perfection melons program with three offerings, said Howard Nager, director of marketing and business development.
Pure Sweetness is an extra-sweet variety known for its “incredibly juicy, soft, melt-in-your-mouth flavor,” he said. Pure Sunshine is firm, juicy and sweet with a refreshing, smooth taste. Pure Crunch is an oblong Chinese hami melon characterized by a crisp texture and a refreshing flesh with hints of honey and pear.
The company also is the innovator of the mini seedless watermelon, which it calls PureHearts, Nager said. The firm grows organic and conventional full-size seedless watermelons called Sugar Daddy.
“We have a great-tasting Tuscan Style extra-sweet cantaloupe and a great-tasting yellow mini seedless watermelon called SunnyGold,” he added.
Dixondale Farms in Carrizo Springs, Texas, may be known for growing onions, but consumers turn out from early June until mid-July to take home its Navigator cantaloupe — sometimes by the case — said Bruce Frasier, president, adding that Dixondale Farms is the only company that grows the Navigator variety.
“The large production areas in Arizona and California have gone to the extended-shelf-life varieties,” he said. “We’re fortunate that we have the support of Texas retailers.”
The Navigator is a full-slip variety with a straw color, heavy netting and “unbelievable aroma,” Frasier said. The company has offered the melon, which it calls Carrizo, for almost 30 years.
Some retailers say they sell more cantaloupes during the 45 days Carrizo is available than they do the rest of year, Frasier said.
In Rio Rico, Ariz., MAS Melons & Grapes has been shipping honeydews and watermelons under the Desert Pride label since the company was started 28 years ago, said Miguel Suarez, managing partner.
The company transitions its melon program from the states of Colima and Nayarit in central Mexico to Sonora in the north in early April.
“We’re going to have plenty of fruit,” Suarez said. But he’s not sure what impact the tariffs that may be levied by the Trump administration will have on sales.
When a 25% tariff was imposed from March 4-6, the company had to raise its price for honeydew melons from $12 a box to $16.25. The market remained active at first.
“The customers bought the fruit even with 25% added to the prices,” he said. But sales quickly slowed.
“The consumers cannot afford these prices,” Suarez said.
Mexico melon acreage likely will be down industrywide compared to last year, he said. But MAS Melons & Grapes isn’t slowing down.
“We have big acreage for the spring season,” he said.
The tariff was scheduled to go back into effect April 4.
The company has been selling melons to Japan since 2001 and sells the fruit to Canada as well as U.S. buyers.
