And to continue to position itself as a unique product, Savor provides extra marketing. The melons, which when Savor started, tended to be stocked in more high-end grocery stores, are now available in a wider variety of stores including mass retailers such as Wal-Mart. We don’t think it’s what consumers will look for in five to 10 years.” The demand on the commoditized items isn't growing. “We see a commoditized bulk item and there are the value-added specialty items. “We see a split coming in the industry,” he adds. “It’s not like onions where you’ll put it in a soup.” So to distinguish itself from conventional melons, Savor positions itself as a specialty high-taste melon producer. “It’s something you take home because you want your family to enjoy it,” he says. Russell goes on to explain that fruit is essentially a discretionary purchase. “We position them on their flavour profile.” “Specialty melons are a very narrow market for growers,” says Russell. However, three years ago it stopped conventional melon production and moved towards growing specialty melons such as the Golden and Honey Kiss instead. It’s a key product featured for the Savor, who was a former conventional melon grower. Melon farmers are starting to grow towards the demand of consumers rather than the open market price.” The Sugar Kiss is available for some 20 weeks of the year with the season starting for Savor from early May until approximately the middle of November. “We grow more to the demand of our customers as opposed to a market-based business and that’s really what you’re seeing in the United States. “They’re looking good on this Asian variety of melon,” says Milas Russell III of Yuma, Ariz.-based Savor Fresh. Volumes of specialty melons, such as Savor Fresh Farms’ Sugar Kiss, are looking healthy.
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