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Rijk Zwaan brings the melon and watermelon value chain together at Fruit Attraction
Consumer trends in fruit and vegetable consumption are evolving rapidly. Driven by demographic, climate and technological developments, consumer needs and preferences continue to change. For Rijk Zwaan, this was the reason to bring together partners from across the melon and watermelon value chain during Fruit Attraction in Madrid. The event focused on a central question: How can we increase the melon and watermelon consumption?
Encouraging fruit and vegetable consumption
Maria Wieloch, Category Manager Fruit & Vegetables at ICA shared insights into fruit and vegetable consumption in Sweden, where only one in ten consumers eats the recommended daily amount. While promotions can increase consumption, the effect is often temporary. ICA therefore focuses on making fruit easy to think about through inspiration and knowledge, and easy to shop for through accessibility, simplicity and the right assortment. Social media platforms such as TikTok also play an important role in engaging younger consumers. An example of such consumer-focused digital communication can be viewed here.
Maria Wieloch, Category Manager Fruit & Vegetables at ICA
Innovation and communication
Pablo Martínez, Senior Agronomist at Marks & Spencer, shared how innovation and communication work hand in hand to stimulate melon consumption. By collaborating closely with breeders, growers and supplier Vidafresh, Marks & Spencer continuously adapts its assortment to changing consumer needs. Initiatives such as the Melon Mania campaign show how effective merchandising, seasonal storytelling and digital activation can inspire consumers, drive trial and encourage repeat purchases. A recent Melon Mania activation by Marks & Spencer demonstrated how strong in-store theatre and consumer engagement can help bring the category to life. Click here.
Translating insights into breeding innovation
For Rijk Zwaan, close collaboration throughout the value chain is essential. Consumer trends such as the rapid growth of smaller households create demand for smaller fruits and more convenient options. To respond to this development, Rijk Zwaan introduced the Candy Ball watermelon concept in 2024. The concept continues to grow, with an expanding portfolio and increasing availability.
Another focus area is flavour consistency. To help growers harvest fruit at the optimal moment, Rijk Zwaan is introducing varieties with a harvest indicator, supporting more reliable eating quality for consumers.
Pablo Martínez, Senior Agronomist at Marks & Spencer
Collaboration is a necessity
The event concluded with a panel discussion, during which participants explored how the melon and watermelon category can better respond to changing consumer habits and ultimately increase consumption. A key takeaway was that health awareness alone is not enough to drive sales. Consumers increasingly look for convenience, consistency and enjoyable eating experiences, while uncertainty around taste, ripeness and preparation can act as barriers to purchase. Panellists highlighted opportunities to address these challenges through smaller fruit sizes, fresh-cut and snack formats, improved in-store presentation and stronger communication around usage occasions. At the same time, delivering consistent flavour and quality remains essential to building consumer trust and encouraging repeat purchases. Participants agreed that meeting these expectations requires close collaboration across the entire value chain, with breeders, growers, suppliers and retailers working together to translate consumer insights into innovation, activation and a better overall eating experience.
Vincent van Wolferen, Client Manager/Crop Co-ordinator Melon & Watermelon