How watermelon producers are working to quintuple exports by 2030

Watermelon exporters see an opportunity to increase exports by as much as 5 times by 2030. The equation involves new fruit varieties and the creation of a winter consumption habit in the Northern Hemisphere.

Last year, watermelon was the fruit with the highest growth in both volume (39.9%) and revenue (57.2%) among the five main varieties exported. Data compiled by the Brazilian Association of Fruit and Fruit Derivatives Producers and Exporters (Abrafrutas) indicate that watermelon is the fifth most exported fruit by the country.

The segment generated US$115.6 million in revenue and shipped 185.5 thousand tonnes to foreign markets last year. “It is possible to quintuple the exported volume over the next five years,” says Luiz Roberto Barcelos, partner at Agrícola Famosa, the country’s largest watermelon exporter.

According to him, who is also a director at Abrafrutas, the main target is the European market, where consumption is still low but has great potential.

“We are creating a culture of consumption outside the traditional season. Today, the Brazilian window runs from September to April, exactly during the European winter, before the harvest in Mediterranean countries,” he explains.

The exported fruits have specific characteristics. They are smaller, between 1.5 kg and 3 kg, predominantly seedless or with microseeds, and have distinct flavor and sensory attributes.

“In the past, these varieties had a shorter shelf life, inferior flavor, and less pulp resistance. Over the years, there has been genetic improvement and a significant enhancement in the sensory experience,” Barcelos says.

Agrícola Famosa cultivates around 2,000 hectares and is one of Brazil’s leading watermelon exporters. The company ships approximately 300,000 tonnes of fruit of different varieties per year, equivalent to about 12,000 containers.

The following chart illustrates the monthly performance of Brazilian watermelon exports since January 2022, according to Datamar data:

Watermelon Exports | Jan 2022 – Dec 2025 | TEUs

Source: DataLiner (click here to request a demo)

No competitors

Brazil currently cultivates about 110,000 hectares of watermelon, but only 5,000 hectares are dedicated to the export of special varieties, mainly aimed at the European Union (EU).

Brazilian competitiveness is based on a combination of a favorable climatic window and gains in productive efficiency, both in yields and costs. Other producers are at a disadvantage in different ways.

Israel, for example, is hardly competitive on cost, while Spain — the main competitor — does not produce during the European winter. Central American countries also operate in the market, but with a stronger focus on North America.

For Max de Aquino, Brazil director at Grupo CMR, the country’s advance is a direct result of the professionalization of agriculture. He leads the Spanish-capital group that invested in watermelon and melon production in Rio Grande do Norte.

“Brazil has been breaking successive records thanks to a lot of hard work. This is the result of professionalization, not only in inputs but especially in crop management,” he says.

Given Brazil’s competitive advantages, Grupo CMR began production in Jandaíra (RN) in 2008 and currently cultivates about 2,000 hectares. Production ranges from 13,000 to 14,000 tonnes of melon and watermelon per year, of which 1,300 tonnes are watermelon.

According to Aquino, productivity has steadily improved over the past decade. “Under good conditions, we reach between 45 and 50 tonnes per hectare. A good production standard is around 33-35 tonnes. Ten years ago, these figures were much lower.”

The company’s exports are also mainly destined for Europe, via Spain and the Port of Rotterdam.

Growing requirements

The European market imposes increasingly strict criteria, especially regarding phytosanitary guarantees and the reduction of pesticide use. As a result, companies invest in bio-inputs, traceability, automation, and drone monitoring, among other new technologies.

“As for automation in the field and in the packing house, we always seek greater efficiency and a smaller margin of error,” says Aquino. Even so, watermelon harvesting remains largely manual.

In addition to food safety, environmental requirements such as licenses and water-use permits are also considered, as well as social responsibility, including adequate working and housing conditions. “These requirements ultimately translate into greater management efficiency and productivity,” Barcelos concludes.

Source: Globo Rural

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