Rio Grande do Norte Eyes Expansion in China as Melon Exports Poised to Triple

As Brazil’s top melon producer and exporter, Brazil’s Rio Grande do Norte state is setting its sights on a promising future in the international market. Industry leaders project that melon exports could triple within three years following the opening of the Chinese market. This ambitious outlook was the central theme of the Melon Brazil-China Workshop, held in Mossoró, where experts gathered to discuss strategies and address key challenges.

With a population of 1.4 billion, China presents a strategic opportunity for Brazilian melons. The Asian giant is the world’s largest producer of the fruit, averaging 10 million tonnes per year. However, unfavorable weather conditions between October and April halt domestic production, creating a market gap that Rio Grande do Norte aims to fill. Meanwhile, China’s push to boost domestic consumption could impact its melon import demand.

According to Fábio Queiroga, president of Coex, Rio Grande do Norte intends to capitalize on this supply gap by aligning its harvest with China’s off-season.

“The Chinese market has the capacity to absorb our melons and even double the volume we currently ship to Europe within three years. However, to achieve this, we must overcome logistical constraints and ensure our fruit reaches China within 30 days. It’s not a quick process, but we are fully capable of scaling up exports and tackling the challenges ahead,” said Queiroga.

The chart below shows Brazil’s melon exports from the Port of Fortaleza – currently the country’s top port for this type of cargo – between January 2021 and January 2025. The data comes from DataLiner.

Melon Exports From Fortaleza Port | 2021-2025 | TEUs

Source: DataLiner (click here to request a demo)

Overcoming Key Challenges

Despite strong optimism, breaking into the Chinese market presents significant hurdles. Phytosanitary requirements, certification processes, expanding crop areas, labor force availability, and logistics are among the main challenges. Establishing shorter trade routes will be crucial to maintaining fruit quality during shipment.

Jorge de Souza, project manager at Abrafrutas, emphasized that preserving the high quality of potiguar melons is key to winning over Chinese consumers.

“China is a massive market, but the scale of opportunity is matched by the scale of challenges. The country is on the other side of the world, and fresh produce is perishable. The melons produced here are of exceptional quality and will captivate Chinese buyers. However, even under refrigeration, their shelf life is limited. Maintaining that quality throughout the journey requires faster transit times to ensure the fruit arrives in peak condition,” Souza cautioned.

Business Mission and Innovation

To accelerate market entry, a delegation of Brazilian agribusiness leaders, including representatives from Abrafrutas and Apex-Brasil, will travel to Shanghai from May 12-20. The group will meet with importers, visit wholesale markets, and participate in the SIAL International Food Expo, aiming to strengthen trade ties and secure buyers for potiguar melons.

The Sebrae RN is also playing a pivotal role in technology and innovation investments to support this expansion. João Hélio Cavalcanti Júnior, Technical Director at Sebrae RN, highlighted the importance of innovation in extending fruit shelf life.

“The key is leveraging innovation and technology to slow down the ripening process, making it more viable for the Chinese market, which has extremely high standards. This event is an essential platform for discussing these challenges and working alongside academia to develop viable solutions. Sebrae has supported this initiative from the start and will continue providing technical consulting, market access strategies, and expertise to facilitate entry into China. It’s a challenge, no doubt, but a feasible one,” he affirmed.

Additionally, Chinese buyers are expected to attend the International Tropical Irrigated Fruit Expo (Expofruit), scheduled for August 20-22 in Mossoró.

Currently, melons grown in Mossoró’s pest-free zone are the first Brazilian fruit authorized for sale in China. The San Francisco Valley’s table grapes were also recently approved for export. Meanwhile, in Serra do Mel, R$ 1.3 million is being invested in cashew production, further showcasing Rio Grande do Norte’s agricultural potential.

With Brazil producing 340,000 tonnes of melons each year, Rio Grande do Norte leads the nation in both production and exports. The Melon Brazil-China Workshop reinforced the industry’s collective commitment to making potiguar melons competitive in China.

Fonte: Portal N10

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