Mexican melon markets to stabilize for peak summer promotions, forecasts grower

Like much of the Western U.S., this year the Mexican melon market has experienced delays from unpredictable and unprecedented spring weather, but it seems to be returning to business as usual in time for peak summer promotions.

“In Mexico, we were expecting to start in mid-April, but everything pretty much started in May,” Jean P. Honoroat, Fresh Farms melon sales director, told The Packer after having just returned from meeting with growers in Mexico. “That's been very interesting. I think the weather is going to be the x-factor in our forecasts, and we just must adjust.”

To capitalize on this moment, the Arizona-based producer and importer is leaning into its Mexican melon market, driving growth and expansion with its melon offerings heading into summer.

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“Looking at the summertime after the recent delay, things seem to have gotten back on the right track. Volumes are starting to come up on cantaloupe, but the honeydew is still lagging behind,” Honorat said. “For cantaloupe and honeydews, we might have a bit of a roller coaster ride in the month of July. There will be some peaks and valleys that are predicted, but the weather could warm up nicely and then everything will get back on track naturally.”
 
Despite the delay and lower volume than anticipated, the quality of melons coming harvested is high with high brix, he said.

“In terms of challenges, all I can see is the weather. It's been very unusual this year,” Honorat said. “Some areas of production have seen delays. We're not talking about two to three days — we’re talking weeks, and I don't see that changing.”

 As a result of these weather changes, harvest and sourcing windows have been shifting, he said.

“Now, in Central America, you can start a little earlier than usual. Typically, it hasn’t been the case. Then you can finish a little later because of lack of a rain or the weather has been mild and other areas,” Honorat said.

When it comes to sourcing watermelons, Fresh Farms exclusively partners with local growers in Hermosillo, Mexico. These long-standing relationships with growers have been cultivated over the years, establishing them as an integral part of the Fresh Farms family.

The produce industry is all about relationships, Honorat said.

“At the end of the day, when we’re talking about the offshore season, there’s not too many players out there,” he added.  

Eyeing the long game

With a focus on future expansion, Fresh Farms has ambitious plans to extend its melon program beyond Mexico. Collaborating with additional U.S. partners, the company is mapping out a strategy to broaden offerings and secure a year-round supply.

“For watermelon, in the fall typically we run through October and November and then, depending on the weather, sometimes extend the first week of December,” Honorat said. “Then we have no output in watermelon until we get into the Sonora again. That will change starting next year.”

Fresh Farms is looking forward to having at least watermelon move from the fall season into the winter and that will carry it through the winter months until the spring and into the summer, he said.

“For the summer program, we are working loosely with East Coast. We have just initiated that partnership and [are] exchanging some pricing guidelines and what have you,” Honorat said. “The deal is in the infant stages, and we are looking forward to [learning] from each other this summer and perhaps the following year in order to develop something really substantial.”

This development will give Fresh Farms the year-round program that it's looking for, he added.

“It's about supplying consistent, high-quality product and fair pricing. That's where we are right now,” Honorat said.