Adana producer bypasses middlemen to sell melons directly to consumers

Fatih Yıldırım, a producer in the Kozan district of Adana, is bypassing traditional middlemen and wholesale markets to sell melons directly to consumers. By selling his produce in local markets and to grocery stores himself, Yıldırım aims to provide better profit margins for his family while offering lower prices to shoppers.

Operating on approximately 40 acres in the Aydın neighborhood, Yıldırım expects a harvest of 70 tons this season. He noted that when selling to intermediaries at the field, prices can drop below 10 lira per kilogram, which often results in losses for farmers. By managing the distribution personally, he can sell the melons for 15–20 lira per kilogram, whereas prices can exceed 25 lira when middlemen are involved.

The production process for these yellow melons takes approximately 70 days of intensive labor. Yıldırım emphasizes that growing the fruit in open fields under direct sunlight contributes to its unique aroma and flavor.