Nunhem, The Netherlands
June 23, 2010
Magenta celebrates its 10th spring this year as one of the Europe’s most well known melons. Its great features – brix, color and taste – have made it a seller’s and consumer’s favorite and it’s poised for 10 more years of success.
“I’m particularly attached to the Magenta melon," says Daniel Kretzschmar, Nunhems Produce Chain Manager for Europe, Middle East and Africa, "because for the last ten years it has established itself as an unbeatable classic four-season product that retailers appreciate for its consistency and great taste.”
A time-tested winner
Magenta melons are a solid and reliable product that retailers have come to trust. First, it’s available throughout the year, from overseas growers in the Southern hemisphere in winter and from Mediterranean and Southern European growers in the spring and summer. Its consistent quality, uniform size, long shelf life and subtle aroma have made it an unstoppable winner. It’s also easy to manage in food departments because it is sold as a unit and requires no weighing, or special handling and packaging. This all adds up to an exceptionally high level of profitability because there is near-zero waste, no damage and no loss. Once it’s on the shelf, it ends up in the shopper’s basket and not in the unsold bin!
A consumer favorite
Consumers love Magenta melons because they are so versatile and convenient. They can be used as an elegant and easy-to-prepare starter (with cured ham, smoked duck breast or Port wine, for example) or can be served as a dessert, either on their own or as part of a fruit salad. In fact, many consumers often eat melons in prepared fruit salads either at home or outside the home. Magenta melons are a particular favorite of the fresh-cut industry because they are firm, easy to dice, attractive to the eye and very stable in their packaging. They liven up any food salad and are often the main reason people reach for them in the supermarket or in fast-food outlets.
A European classic
In winter, Magenta melons provide a much-needed ray of sunshine on the table and in spring and summer; they are a favorite fresh and cool addition to any meal. Its sweet flavor and color are a great classic in people’s tastes in countries throughout Europe, North and South. That’s why European consumers buy over 100,000 tons of Magenta melons every year and keep coming back for more.
"Magenta melons have one of the most impressive track records in the fruit industry," concludes Daniel Kretzschmar. "After 10 years of unfaltering performance, they’re a year-round staple that everyone appreciates. I am convinced that 10 years from now, Magenta will continue to be a great best-seller and a consumer favorite. Happy birthday, Magenta!"
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