Fashion more than passing trend

摘要

The backers of the Fashion watermelon brand explain why their product has been one of the major success stories to emerge from Spain over recent years. One of the most notable fresh produce brand names to have emerged over recent years Is Fashion, a dark-skinned, seedless watermelon that in a remarkably short period of time has been adopted by melon growers across Spain and appears to be finding ever greater acceptance in European markets. Aside from its aesthetic appeal, and an undoubtedly high level of sugars, part of the brand's success can be attributed to a highly effective promotional campaign. Originally developed by Dutch vegetable seed company Nunhems, the brand first came to prominence in 2002 with the formation of the Fashion Group Association {AGF), a producer group created in collaboration with Nunhems Spain to support and promote the product.