Start of the Brazilian Melon Season

The melon category continues to perform strongly in the Netherlands and Europe. Against the backdrop of record consumption and continued strong demand, the first shipments of YHD melons, Galia, Piel de Sapo and (mini) watermelons from Brazil are expected starting in week 36.

The season thus begins in a market where demand for melons remains strong. According to recent figures from the Dutch trade organisation GroentenFruit Huis, the Dutch ate more melons in 2025 than ever before. Consumption reached a record high of 3.1 kilograms per person. Watermelon remains by far the most popular variety. Brazil, along with Spain and Costa Rica, is one of the leading suppliers of melons to the Dutch market and plays a key role in ensuring a year-round supply.

Melon Development at Staay Food Group

The positive trend is also continuing at Staay Food Group. Demand for melons continues to grow, and the category has shown strong growth for several years now. “Watermelon remains the driving force behind the category, while YHD melons are also rapidly gaining popularity. Consumers appreciate the consistent quality, sweet taste, and versatility of these melons,” said Commercial Director Matthijs Vlasblom. Internationally as well , Staay’s melon sales have consisted of the same top three varieties for several years: (mini) watermelon, yellow melon, and Galia. Watermelon and yellow melon, in particular, are showing strong growth and continue to gain popularity.

In addition to its familiar melon varieties, Staay is also introducing Charentais melons this season. This flavorful cantaloupe variety is expected to arrive a few weeks into the season and offers opportunities for foodservice operators and specialty stores looking for distinctive flavor concepts. For the retail sector as well, the sweet Charentais can be a surprising addition to the melon section.

A strong foundation thanks to our own cultivation and long-standing cultivation partners

The outlook for the Brazilian season is positive. The crops are growing well under favorable conditions, providing a solid foundation for both quality and availability. Starting in week 37, the supply will continue to increase. The melons are sold exclusively under the private labels DULCE and NERO, brands that are known in the market for their quality, brand recognition, and consistency. Supplies from Brazil will continue through approximately week 10, after which domestically grown produce from Costa Rica will take over.

“Thanks to our own growing facilities and strategic partnerships, we are able to supply customers with a wide variety of melons year-round, with stable volumes and consistent quality,” Vlasblom concludes .