Itaueira has stood out in the Brazilian market as a leader in premium melon production for 40 years but growing with a focus on the domestic market the company is taking a big step by resuming its journey in the global market Itaueira will not only export its signature yellow melon but will also introduce other varieties on a trial basis This renewed focus on exports is supported by a 20% expansion in operations driven by the reactivation of its farm in Morada Nova the company reached a total production area of 3,000 hectares assuring to better serve both international and Brazilian markets “Expanding into international markets is a natural step for our company after the excellent results we’ve achieved in Brazil With the expansion of our production capacity and the improvement of our processes we are confident in offering the same superior-quality products to international consumers,” said Aryan Schut RELATED NEWS: HillFresh and Itaueira intensify their melon partnership Itaueira will be participating in Fruit Logistica Berlin get the highlights of the horticultural week Sign up for our daily Newsletter and stay up to date with all the latest news You are receiving this pop-up because this is the first time you are visiting our site You are using software which is blocking our advertisements (adblocker) we are relying on revenues from our banners So please disable your adblocker and reload the page to continue using this site.Thanks Itaueira has stood out in the Brazilian market as a company in the production of melons the company is taking a big step forward by summarizing its journey in the global market other varieties will be exported in the testing phase with an emphasis on the seedless mini watermelon This expansion strategy is thanks to the significant increase in export volume with the reactivation of its farm in Morada Nova - CE The company expanded its operations by 20% now having a total of 3,000 hectares of production it will also be possible to better serve the Brazilian market "Expanding into international markets is a natural step for our company after the excellent results achieved in Brazil we are confident that we can also offer superior quality products to international consumers," said Aryan Schut Itaueira will be participating in Fruit Logistica Berlin in Hall 23 For more information:ItaueiraTel: +55 11 9 9678 3332Commercial contact[email protected] www.itaueira.com FreshPublishers © 2005-2025 FreshPlaza.com By Maura Maxwell2025-01-22T13:01:00+00:00 Brazil’s Itaueira is resuming exports of its premium Rei-branded yellow melons after a seven-year break to focus on the domestic market the company will ship its signature yellow melons along with smaller quantities of other varieties including mini seedless watermelons This renewed focus on exports comes after a 20 per cent increase in planted area driven by the reactivation of the company’s farm in Morada Nova This gives it a total production area of 3,000ha hectares “Expanding into international markets is a natural step for our company after the excellent results we’ve achieved in Brazil we are confident in offering the same superior-quality products to international consumers,” said international sales manager Aryan Schut Itaueira will be exhibiting at next month’s Fruit Logistica in Berlin Site powered by Webvision Cloud By Maura Maxwell2025-03-11T11:51:00+00:00 Itaueira has entered into a strategic partnership with São Paulo-based MBR Company to resume exports of its Rei-branded melons to the markets of the Cooperation Council for the Arab States of the Gulf (GCC) The relationship between the two companies spans more than a decade combining Itaueira’s production know-how and MBR’s experience in exporting to a portfolio of importers in different parts of the world The objective is to expand the presence of Rei melons in the Gulf States highlighting the brand as a differentiated and high-quality product for distributors To meet the volume requirements of its renewed international expansion plan Itaueira has increased its planted area by 20 per cent to 3,000ha The global melon market is undergoing a considerable transformation As the demand for premium products increases producing and exporting companies have had to adapt to remain competitive Supermarkets and wholesalers no longer focus solely on volume and price "We are seeing a shift in the market's mindset Consumers want guaranteed quality and are willing to pay more for a differentiated product," stated Aryan Schut a Brazilian producer of melons and watermelons resumed exports in 2024 after a seven-year hiatus due to drought and water restrictions The company has more than a 35% share of the local market with 90,000 tons per year and plans to expand to Canada and the Middle East This variety accounts for more than 85% of its production "It should be noted that the Yellow melon is Itaueira's main production variety The company guarantees a year-round supply of fruit," he said and the Middle East have become important destinations for melon exporters who are taking advantage of the lower production at certain times of the year a quality product can be sold even when there is fruit available in the destination markets," Aryan stressed Logistics is one of the biggest problems the melon sector faces in Brazil "Maritime transport is suffering significant delays which affects the quality and arrival time of the fruit This poses a risk to a product that is harvested at its optimum point of ripeness and that needs to reach destination markets in optimal conditions Climate change has also impacted melon production in different regions A prolonged drought in northeastern Brazil forced many producers to rethink their strategy Technology and production control are important to minimize the effects of climate on crops," Aryan said Commercial trials between September and January have shown that there is room for melons that differ in taste and quality "Consumers are looking for something more than a generic product Differentiation is important to compete with European production," he stressed The sector expects premium melon exports to increase because of the market's evolution and the need to adapt "The market is changing and companies must be prepared to evolve with it," Aryan concluded For more information: Aryan SchutItaueiraBrazilTel: +55 11 99520 4574Email: [email protected]www.itaueira.com Exports through the Port of Pecém dominate fruit shipments from Ceará Ceará ranks fourth in fruit exports in the Northeast Ceará has already exported about 30,000 tons A new Latam route connects Portugal and Fortaleza enabling weekly exports of over 20 tons of fruit "Itaueira will resume producing melons in Ceará in the second half of 2025 after 7 years producing in the states of Bahia and Piauí The resumption of activities in Ceará is a 'coming home' and a source of great joy for us." Varieties like seedless mini watermelon and Cantaloupe will be tested with exports primarily via sea through Fortaleza and Pecém Advanced protocols ensure product quality during transport "The priority destination for Ceará's fruits is Europe," he notes Karina Frota of FIEC highlights Ceará's position in fruit exports noting that 50% of Brazil's fruit exports pass through Ceará She comments on the global economic climate The global economy has entered infertile ground." Source: Abrafrutas Frontpage photo: © Baloncici | Dreamstime By Carl Collen2017-09-13T12:09:47+01:00 Rei's taste credentials make it well pitched for the UK Nearly two years after Dutch importer Hillfresh first worked with Brazilian Rei melon producer Itaueira both partners have revealed that they are to enhance their co-operation by signing a contract making Hillfresh the exclusive Rei melon partner for northern Europe “The Hillfresh melon category approach with their unique promotions and their tailor-made assortment proposals have made Itaueira confident that this next step in our partnership is the right one,” says Itaueira’s Adriana Prado “Hillfresh brings the source closer to the retailer resulting in an ideal co-operation between all partners in the chain But this is only one of the many reasons we have selected Hillfresh to be our partner for Rei melons in the European market.” while the fruit also boasts an “unprecedented” shelf-life Itaueira grows melons in Brazil year-round and only sells its own products The Rei melons are GlobalGAP and Rainforest Alliance certified and each fruit has a traceability code to ensure quality and safety Hillfresh explains that it has noticed a large demand within European retail for the melon while customers who have bought the fruit often return for a second bite believes that the Rei melon can have a big impact on the UK market given its taste profile and convenient nature we believe that there is big potential for our ready-to-eat melons,” Schneider explains “Consumer research indicates that shoppers are willing to pay a bit more when they are guaranteed to get a tastier piece of fruit retailers have a recognisable and flavourful melon that is available year-round Hillfresh is looking for appropriate retail partners to help promote Rei melons in the UK “With our unique approach to category management we are looking forward to helping retailers boost their sales with a premium melon in combination with some nice promotion – promotions such as our melon recipe booklets,” he says “The Rei melons have proven to be a successful addition to the Hillfresh programme,” adds Geerten van Luttikhuizen who is responsible for overseas melon imports at Hillfresh “The extra attention given to the melons during the harvesting process results in a better-tasting fruit that can compete with even the best yellow melons from the European market Itaueira keeps its melons on the plant for a longer period of time and only harvests them when they are fully ripe This causes the fruits to have a higher brix level The fruit is really delicious and this is not only a matter of the extra sugar.” Ceará is set to expand its melon farmland by 1,500 hectares for export in 2025 Executive Secretary of Agribusiness at the State Secretariat for Economic Development (SDE) This expansion marks a 50% increase in the current 3,000 hectares dedicated to melon farming for international markets Melons play a pivotal role in Ceará's fruit export sector accounting for 69.8% of the $85.6 million in fruit exports registered in 2024 but I am confident that exports will increase in 2025," Ribeiro stated in an interview with O POVO The new melon fields are located in São João do Aruarú approximately 166.5 kilometers from Fortaleza Itaueira Agropecuária plans to resume melon exports in this area after a seven-year hiatus due to past water supply challenges Improved water resources now support increased production The irrigation model is employed for melon production Ribeiro identified three factors contributing to the confidence among producers enhanced by the São Francisco River Water Transposition and improved water efficiency The Ceará Water Resource Management Company (Cogerh) reported the 9th highest reservoir volume since 2003 in January 2025 Another factor is the expansion of fruit fly-free areas in Morada Nova The third factor is regional energy supply improvements The state's Special Electric Power Investment Program (PIE) prioritizes infrastructure projects with Enel financing based on a model using 1% of the previous year's net revenue from electricity sales for state projects Efforts to secure buyers and attract international producers are ongoing Ribeiro attended Fruit Logistica in Berlin with Rotterdam serving as a distribution hub The government aims to target markets such as the Middle East and China There are also plans to increase mango and banana production for export Source: Datamar News Frontpage photo: © Arinahabich08 | Dreamstime By Gill McShane2011-09-06T10:07:08+01:00 Brazilian melon supplier Itaueira is rolling out a consumer and trade marketing campaign designed to raise the awareness of its Rei-branded Canary Yellow melons in North America Given that the variety is not well known among North American consumers the group plans to organise sampling activities in supermarket chains across the region to help boost sales “It is almost impossible for a consumer to taste our melon and decide not to bring one home to share with all the family,” explained Itaueira’s export manager Adriana Prado “It is common to see someone tasting a sample for the first time and them asking for another piece most of the times asking to show the fruit to someone else.” The initiative was inspired after Itaueira received an email from a consumer in the US who claimed she enjoyed the company's Canary Yellow melon variety so much that she recommended the fruit to her friends “The Canary Melon is the most delicious melon I think I’ve ever tasted in my entire life,” explained Becki Kiss from Philadelphia “My friends have recently started buying these melons as well because they are as amazing as the label on them boasts.” Itaueira is a family-owned company from Fortaleza and has focused on growing top-quality fruit since 1983 in the Brazilian states of Piauí The company is so proud of its top-quality fruit that it sells the melons with the brand name Rei (which means King in Portuguese) and under the slogan of “I am delicious” on every sticker Itaueira will also serve Yellow Canary melons samples from its booth (457) during the PMA Fresh Summit trade show in Atlanta on 15-17 October “Fresh Summit attendees will be able to see for themselves why so many people are paying more attention to flavor instead of cosmetic appearance when they are looking for something to eat,” Ms Prado said The group operates a local office in Miami which takes care of all the company’s commercial trade and logistics for the US and Canada