The 2025 watermelon campaign has faced major challenges, prompting some farmers to halt harvesting and sales more than a month early. Daniele Martucci, an operator from Massafra (Taranto) in Apulia, is one such operator. He has already ended his campaign, citing the difficult situation in the field and on the shelves.
Adverse weather conditions compromised the quality of the fruit and negatively impacted demand in key export markets, presenting the main challenges of the current season.
© Martucci Srl
"The lack of necessary heat in May prevented the watermelons from reaching the desired Brix degree," the manager explains. "This had a negative impact on watermelon quality in areas traditionally considered prime production zones, such as Nardò. After an initial period of insufficient heat, a sudden temperature spike caused the fruit to scald. As a result, many hectares of watermelon crops were abandoned due to the fruit turning yellow from excessive sun exposure. Numerous farmers were forced to discard their harvests, as the produce was no longer suitable for sale."
The Martucci company's campaign ended in late July due to the poor quality of the watermelons. "In total, my campaign lasted about 40 days. We exported watermelons mainly to Poland, Germany, and France, and to a lesser extent to the Netherlands. The lack of sales and the poor quality of the watermelons are direct consequences of adverse weather events that prevented the proper Brix degree from being achieved and reduced demand in export markets."
"Over the past few weeks, we have witnessed significant fluctuations in marketing costs. The highest warehouse price, excluding transportation costs but including processing and packaging, was €0.70/kg, while the lowest price was €0.10. The cost of the bins and workers is barely covered by the latter price, making the supply almost free of charge."
© Martucci Srl
Another factor contributing to the lack of sales is the unfavorable climate in consumer countries. In Germany and Poland, for instance, July and August saw unusually low temperatures and constant rainfall. This cold, damp weather completely discouraged consumption of watermelon, a fruit typically associated with summer.
The absence of sugar is paramount. In numerous instances, the watermelons failed to attain even 10 degrees Brix, a level significantly below the minimum acceptable value of 12. Even the most visually appealing watermelons were devoid of flavor once they were cut open. This caused a significant decrease in demand.
Reflecting on the nature of his work, Daniele Martucci compares it to gambling: "Operators in the sector are subject to the whims of the weather, and a poor year like the current one is just part of the job."
For more information:
Martucci Srl
Via Chiatona
74016 Massafra (TA) - Italy
+39 338 2620262
[email protected]
martucci.info