Tyrolean watermelon faces profitability challenges despite growing popularity

The watermelon harvest in Tyrol is approaching its conclusion, with deliveries expected to continue through week 35 depending on demand. Andreas Norz of Ulrichshof GmbH, who cultivates the fruit across four hectares, reports a cautious outlook for the season.

While Tyrol is traditionally better suited for open-field vegetables like cabbage, Norz sought to diversify by planting watermelons. This year, open-field crops performed better than greenhouse yields, benefiting from persistent heat and a lack of rain.

Although the regional product has found a market niche—with up to 75% of the harvest supplied directly to a supermarket chain—profitability remains low. The producer faces intense price competition from established growing regions in Spain and Italy, though local consumer preference for regional products provides a competitive advantage. Profitability is currently hindered by significant fluctuations in yields.