Agricola Famosa launches new campaign for its prized melons
By
John Groh
October 27, 2024
Brazilian melon grower Agricola Famosa unveiled a new campaign for its popular ultra-premium melons at the recent IFPA Global Produce & Floral Show in Atlanta, paying homage to the unique ecosystem where they are produced in the South American nation.
At the Agricola Famosa booth during the IFPA Global Show,
Rafael Piazzarollo, Felipe Cunha, Rodrigo Lima, Fred Tavares
and Edwin Gonzalez of Crown International USA promoted five
new melon varieties that are being marketed under the new
Forest Friends Melon Collection campaign.
Rodrigo Lima, president of Crown International USA, the commercial arm of Famosa USA for the U.S. and Canadian market, said the five different melon varieties were on display and available for sampling at the show, and were well received by attendees who stopped at the booth.
“These five varieties were developed after many years of research and development by Agricola Famosa to have outstanding flavors and great shelf life, and were developed with exclusive selected seeds,” said Lima. “That is why they are so unique.”
Lima said the new campaign was implemented to highlight the uniqueness of the melons, and each of the five varieties was given a special name to help consumers identify them in the market.
Collectively, the campaign is known as the Forest Friends Melon Collection and honors several species of animals from Brazilian rainforests that are at risk of extinction.
“Since Agricola Famosa is located in a Brazilian biome where all its farms preserve 23 percent of the land with native vegetation, and this vegetation provides the natural habitats for some endangered species, this campaign demonstrates the commitment we have for the environment,” said Lima.
He added that the campaign is designed in a fun way to appeal to kids in an effort to spark their curiosity and excitement, and to help promote healthy eating habits.
The campaign includes the following melon varieties:
Arara Melon: This variety honors the Blue Macaw and is a family of white honeydew with some green stripes on its skin and a high Brix level.
Meeko Melon: Honoring the Golden Lion tamarin, this is a family of yellow honeydew grown with unique seeds that is super sweet and juicy with a different texture than a traditional honeydew.
Tarto Melon: This variety pays tribute to the Charapa River turtle and is known as “Piel de Sapo” or “Santa Claus” melon. It is extremely sweet and crunchy.
Botu Mini Seedless melon: This mini seedless melon honors the Pink Dolphin and is grown with a special seed that is exclusive to Agricola Famosa. It comes in a range of sizes and weights, and has a very consistent flavor and outstanding shelf life.
Mana Watermelon: A large seedless watermelon, this unique variety honors the Amazon Manatee and can be sold as a whole fruit or for use by fresh-cut processors. It can be sold in boxes or bins.
Lima said each of the melons will be stickered with a QR code that directs users to a web page describing the Forest Friends Melon Campaign, with information about the melons and the species that are honored. It also has a link to the organizations that are working to preserve these endangered species in Brazil.
He added that during the IFPA show the company used the Arara Melon for fresh-cut sampling, offering a three-ounce piece of melon in a snacking bag to demonstrate how it can be used as a healthy snack that is perfect for kids’ lunchboxes or a snack at the office.
“This is also perfect for convenience stores and could be sold as a three-pack, which would also work well for retailers,” said Lima. “We are currently offering these snacking packs in the Northeast and can deliver anywhere in that region. We will also be looking to expand this program to other varieties as well.”
Lima said Agricola Famosa is working on additional melon varieties for the 2025-26 season.
“Our research and development team is now working on two new varieties that will be launched next year,” he said. “We are seeing great results with those and we’re very excited to continue bringing new varieties to the U.S. market.”
Agricola Famosa produces melons and watermelons on 9,000 hectares spread out among 11 farms and 15 packinghouses in Brazil, said Lima. In total, it controls approximately 30,000 hectares, giving it the ability to increase production in accordance with demand.
For the U.S. market, production is limited to several farms that have received clearance from the U.S. Department of Agriculture, and Agricola Famosa maintains separate areas and packinghouses specifically for that fruit.
“For the U.S. market, around 500 hectares of the 9,000 are for the U.S. market, and that can increase depending on demand,” said Lima.
Crown International typically works on presales with customers, but Lima said they do maintain extra volume that can be used for the spot market.
“This can help get more customers to try out products and hopefully establish programs for future years,” he said.
John Groh graduated from the University of San Diego in 1989 with a bachelors of arts degree in English. Following a brief stint as a sportswriter covering the New York Giants football team, he joined The Produce News in 1995 as an assistant editor and worked his way up the ranks, becoming publisher in 2006. He and his wife, Mary Anne, live in northern New Jersey in the suburbs of New York City.
