Exploring Opportunities in Melon Value Chain for Harnessing
Domestic Market Potentials and Accessing Export Market
By
Abdulkadir HASSAN
ZHE Africa
ZHE Energy
[email protected]
[email protected]
A Workshop for Jigawa Chamber of Commerce, Industry, Mines and
Agriculture, Dutse, Jigawa State October 30, 2016
Exploring Opportunities in Melon Value Chain for Harnessing Domestic
Potentials and Accessing Export Market
General Overview
Melons, important cash crop being used globally, are among the most popular fruits
and are very high in demand because of their richness in nutrition. They are capable
of changing economic fortunes of the nation, if optimally harnessed across of the
levels of its value chain.
Though originated from Africa but today other continents, especially Asia have
overtaken Africa in terms of production and wide range of applications. It was
cultivated in Egypt prior 2400 BC. It was introduced to Europe in 1600 AD and
unknown to Americas before 1630AD. Today’s major producing nations include China,
India, Iran, Russia, Malaysia and Mexico amongst others.
Sweet melon is a delicious fruit with rich in many vital nutrients such as Vitamins A,
B, C as well as minerals like magnesium, potassium and water content. It has zero
cholesterol and rich level of Vitamin B complex such as B1, B3, B5 and B6. Melon is
usually consumed fresh, processed into juice, desserts or custard, in addition to being
used raw materials across many industries.
Market
In the past, melon was considered a seasonal product as a result of limited periodic
availability, but with changing production pattern and import from producing nations,
it is now available all year round. To bridge demand gap, the product is sourced from
other places. In US, the output level was estimated at 18 million Cwt 1 in 2013
covering about 74,730 acres. While California leads the US output, with production
level of 12.7 Cwt, followed by Arizona (3.6 million Cwt) and Arizona (0.46 million
Cwt).
Leading producers include China, Turkey, Iran, Egypt, Malaysia, Philippines, Thailand
and Indonesia and US. As the largest producer, China produced about 288 million
Cwt in 20112.
1
Cwt or hundredweight, is a unit of measurement equal to 100 pounds in the US Customary System (45.36KG) or 112 pounds
(50.8kg) in the British Customary System. It is also called quintal
2
Boriss H et al (2014) – Melon Profile, Ag Agricultural Resource Marketing Resource Centre available on www.agmrc.org/commodities-
products/vegetables/melon-profile/
EU is also major importer melons from both developing and developed countries.
However most of the developed countries like The Netherlands, Spain and UK import
from other countries developing nations and distribute to their neighbours. A CBI3
reported that EU imported about 1.2m tons of water melon and 1.00m of other
melons in 2014, mostly from developing countries. Some of the suppliers of are
shown below.
Watermelon
i. Costa Rica 32,000 tons
ii. Morocco 31,000 tons
iii. Brazil 28,000 tons
iv. Panama 21,000 tons
v. Turkey 21,000 tons
vi. Senegal 12,000 tons
vii. Macedonia 12,000 tons
Other Melons (Sweet Melons)
i. Brazil 178,000 tons
ii. Costa Rica 57,000 tons
iii. Morocco 47,000 tons
iv. Honduras 37,000 tons
v. Senegal 16,000 tons
Global production stood at about 45m tons per annum as at 2014, while that of water
melon for the same period was put at 180m tons yearly. Asia remained the largest
producer and consumer, followed by USA while EU consumes about 4-5 tons as at
2014.
For example Malaysia produces over 220 tons of assorted melons per annum. It
exports to Singapore (62%), China (33%), UAE (2%). Other countries that import
from Malaysia include Hong Kong, the Netherlands and other countries in Europe,
Middle East and its neighbouring Asian nations. Melon is ranked third most important
fruit with potentials of becoming one of the top major contributors to GDP.
As a result of its economic contribution, Malaysian Government has identified melon
of its strategic cash crops as well as among the fruits that can be commercialized so
as to contribute to development in the National Agricultural Policy (1984-2010) and
the National Agro-Food Policy (2011-2020)4. In with the stated Policy, the country
3
CBI is an Agency of the Netherlands Ministry of Foreign part of the development cooperation effort of the foreign relations of
the Netherlands.
4
http://ap.fftc.agnet.org/ap_db.php?id=677&print=1
continues to expand to new markets for its melon both in raw forms and
processed/semi-processed products.
Table 1.0. Malaysia’s fresh watermelon/melon Exports, 2014
Source: COMTRADE, 2014
EU Major Importers as at 2014
Watermelon Other Melons
Germany Netherland
France France
Poland United Kingdom
Netherlands Germany
United Kingdom Spain
Czech Republic Portugal
Portugal Belgium
Sweden Italy
Bulgaria Sweden
Source: CBI 2015
Accessing the International Market
Just like many agricultural produce from Nigeria and other developing countries, lot
of barriers exist which make export of the produce difficult, in some cases impossible.
For accessing EU market, the following have to be met:
i. EU General Marketing Standards of Regulation (EC) 543/2011
ii. UNECE5 Marketing Standards and Commercial Quality Controls
5
UNECE stands for United nations Economic Commission for Europe
a. UNECE Marketing Standards for Melons
b. UNECE Marketing Standards for Sweetmelon
iii. Quality and Size.
a. Melons are grouped into 2 classes with minimum requirements for each
class
b. The requirements include being intact, sound and clean, free of visible
foreign matters, pests, external moisture and foreign smell or tatste
c. Uniformity of size is recommended and the size is determined by weight
per unit. Minimum size for other melons are:
i. 300 gram in weight or 8cm in diameter
ii. 3-5 units should be packaged per box or bag
iv. Packaging
a. Use of standardized carton/plastic boxes
b. Maximum weight per box is 20-22kg. however melons imported from
Spain, Greece and Turkey are sometimes traded in larger packs
c. Proper and clean packaging to prevent damaging and facilitate inspection
d. The packaging should comply with FAO6’s Code of Practice for Packaging
and Transport of Tropical Fresh Fruits and Vegetables CAC/RCP 44-1995
v. Labeling
a. Comply with relevant EU rules regarding labeling such as CODES General
Standard for Labelling of Prepackaged Foods (CODEX STAND 1-1985) and
EU Regulation No.1169/2011 for the provision of information to
consumer.
b. Label must not contain any toxic or glue
c. Clearly indicate name under which the product is sold
d. Commercial identification eg class, code, number of units, net weight,
name and address of the producer
e. Place and country of origin
Types of Melons.
There over 500 varieties of melons worldwide but the most popular include
cantaloupe, honeydew, water melon and so on. Some of the popular ones are
described below.Melons are members of the Cucurbitaceae family, they come in
different shapes, sizes, colours and flavours. The popular vairieties in Nigeria are
watermelon and sweetmelon are available all-year round
6
FAO stands for UN Food and Agricultural Organisation
cantaloupe, watermelon, and honeydew are the best-known melons other varieties
also exist
Watermelon
It is among the most popular
melons available. It has a thick
green skin along with a yellow,
red, or orange fleshy center. it
can grow into maximum around
90 kg.
Cantaloupe Melon
The most famous melon in the
US, usually served as a fruit
salad, a dessert with ice cream or
custard. Ranges between 500 g to
5 kg.
Horned Melon
As the name implies, it unique
horned skin. With taste is tart-
like, a combination between and
zucchini and cucumber. Exist in
lime-green flesh and yellow-
orange skin.
Crenshaw Melon
A hybrid type of melon with a
sweet, juicy orange flesh and one
of the most popular variety. It’s
ovoid in shape and greenish-
yellow skin.
Honeydew
It has sweet and juicy taste.
Honeydew is popular well known
fruit as a dessert ingredient. Its
color is pale green and has a very
smooth skin. The shape is round,
sometimes oval, weighing from
1.5-4 kg
Bitter Melon
originated from Indian
subcontinent. It is grown in
Caribbean, Africa and Asia. As the
name implies, it is bitter in taste,
mostly eaten as vegetable
Sprite Melon
Originated from japan, contains
seeds and has a round shape.
About 25-35% sweeter than the
other melons. It has ivory skin
and color. Sprite Melon develops
brown markings when ripe.
Korean Melon
It grows 10cm long and less than
one kilogram. Korean melon is
smaller than the other melons. It
has white color flesh and unique
flavor. The outer skin is yellow
and white stripes along its length.
It can be eaten at once.
Skyrocket Melon
It can weigh up to 3 kg, round in
shape, and the skin color is
webbed green and yellow. Sky
rocket melon is very sweet and
fresh. This melon can be
harvested within 65 days
Originated from Langkawi,
Malaysia. It has golden skin,
smoother skin surfaces unlike the
other melon variety that have
webbed skin. It is also crunchier,
high in sugar rate and rich in
water content and can weigh up
to 3 kg.
Apollo Melon
Almost similar to Golden
Langkawi Melon in colur but with
different skin surface. Apollo
melon has webbed sketch and
brighter color. High water
content, very sweet, fresh, and
fibreless texture.
Honey Globe Melon
One of the superior quality, round
shape, green colour skin, and
webbed skin surface. Honey
Globe Melon can weigh up to 4
kg. other features include thick
flesh, watery, and high sweet
taste due to the 17%-19% of
natural sugar amount.
Benefits of Sweetmelon and other related melons
The major reason for melon being in high demand is the fact that it has series of
benefits in terms of well-being, healthcare and industrial application across sectors7.
Creating awareness regarding these benefits would not only create series of
opportunities for the farmers and traders in Jigawa State but also contribute to the
overall economic development of the State as well as attract investments in the areas
of processing and marketing.
SN Benefit Description
1 Boosting of Immune System Vitamin C content stimulate white blood
cells thereby defending the body against
foreign matters, combats radicals etc
2 Cardiovascular Health Keeps heart healthy and prevents sodium
from harming body. Helps in prevention of
hypertension
3 Prevention of Cancer Vitamin C and beta-carotene in
sweetmelon fights and destroys cancer
causing radicals
4 Preventing Stress Potassium content helps in ensuring
normal heartbeat and promotes supply of
oxygen to brain.
5 Support Healthy Vision Helps in maintaining good and healthy
sight due to its vitamin A and beta-caroten
content.
6 Prevention of Diabetic It prevents diabetics, support with loss and
helps patients suffering from obesity
7
http://invorma.com/15-varieties-of-melons-with-pictures/
7 Keeps Lung Healthy Rejuvenates lung and helps in remedial of
damage as result of pollution and smoke
8 Treatment of Insomnia Contains special substances that support
calming nerves and relieving anxiety, helps
in curing sleeping disorder
9 Offers Solutions to Menstrual Stablising menstrual flow and relieving
Problems cramps. It helps in regularizing flow and
reduce clotting. It can also be applied to
induce menstruation where necessary
10 Weight Loss Helps in maitaning healthy weight as it is
rich in fibre
11 Help in Remedial of Smoking Helps body to regain vitamins and other
related challenges nutrient lost due to smoking and pollution.
12 Aid Conception and Healthy It prevents and cures disorders that make
Pregnancy it difficult for women to conceive
pregnancy and ensures healthy pregnancy
13 Expelling worms Crushed seeds help in eliminating intestinal
warms.
14 Treatment of Toothache Rising mouth with mixture of its skin with
water after boiling relieves toothache
15 Keeps skin fresh and healthy It rich content of vitamins E. K and B,
skin helps in healthy and fresh skin
16 Anti aging benefits High content of folic acid facilitate
regeneration of cells.
17 Treatment of Skin Infections Its juice is effective as lotion for treating
and burn eczema and removing freckles and useful
for first aid in treating burns
18 Maintaining and Growing Helps in growing hair and prevent hair loss
Healthy Hair and in condoning of hair
Challenges
The melon farmers and other players along its chain could do better by optimally
taking advantages of the untapped opportunities in the sub-sector, if the challenges
affecting the sub-sector are addressed. These are
Low level of technology adoption due to lack of awareness, funding, quality
inputs and market access
Post harvest lost due to sub-optimal handling, obsolete transportation and
temperature variation
Quality standard for grading and to facilitate market access
Security issues
Near absence specilaised insurance cover to address the above risk
Lessons could be learnt from Malaysia’s experience, on how it was able to
minimize these challenges. The Malaysian Government through its Federal
Agricultural Marketing Authority (FAMA) promoted and introduced grading,
packaging and labeling (GPL) regulations in 2008. This has helped in improving
the acceptance level of its melon globally.
Packaging of Melon for Enhanced Value
Conclusion
The challenges could be converted to opportunities, so as to derive optimal value
from this special product. Due to lack of awareness of its wonders, the local
population shows little or no interest in sweet melon. With awareness campaign, the
people would appreciate its importance in keeping them healthy and prevention of
diseases, thereby reducing medical expenses.
While developing and stimulating the local market in terms of uses and benefits,
arrangement could be made to access the export market. The Chamber could take
advantage of the government’s effort toward harnessing potentials of agriculture to
synergise with relevant export support agencies like NEPC, NEXIM and related bodies.
Multilateral agencies like African Development Bank, International Institute of
Tropical Agriculture Ibadan and ECOWAS are very much willing to support this and
related initiatives.
Other unique opportunities that the Chamber and the State could leverage on include
date fruit, livestock, sesame seeds and sweet potato amongst others. These products
have lot potentials in both local and international markets. ECOWAS Trade
Liberalisation Scheme (ETLS) offers immediate opportunity of export to the member
countries. In the case of date, Jigawa State is the only place where date tree has two
flowering seasons in year, which means double harvest and each tree could produce
up to 80-120kg per season. Even US whose climatic condition is not traditionally
favourable for date plantation, produces dates to bridge the demand gap and at the
same time export to Canada. In 2014-2015 it exported fresh date fruit worth about
US$15m. During same period it imported date fruits worth US$57m mostly from
Tunisia, Pakistan and Israel. Other top buyers are UK, France, Germany, Sweden and
Spain amongst others. Nigerian Institute for Oil Palm Research in Dutse has
developed series of improved date palm species that offer attractive ROI.
