OriGene Seeds Brazil: Success Through Grower Relations, Quality, and Market Adaptation

As the Fruit Logistica exhibition approaches, set to take place in Berlin from February 5-7, the team leading OriGene Seeds’ operations in Brazil shared insights into their outstanding performance in 2024. Their story is one of growth, adaptation, and strong relationships.

OriGene Seeds achieved a significant increase in sales in Brazil this year, driven primarily by seedless watermelons destined for export. Today, the company leads the Brazilian export market for seedless watermelons. According to Moti Shmueli, Regional Sales Director, this success stems from the company’s ability to tailor its products to both growers and European consumers.
“We have developed a range of products suited to Brazil’s local weather conditions while meeting the precise demands of distributors and consumers in Europe,” said Shmueli.

Adapting to Market Demands
Over the past five years, OriGene Seeds has invested heavily in research to identify the best varieties for Brazil’s challenging climate. One of their standout achievements is the introduction of a small size seedless watermelon, perfectly sized for European preferences.
Shmueli detailed the systematic approach: European distributors relay specific requirements, such as the number of fruits per boxto OriGene Seeds.
Extensive trials identify varieties that fulfill these demands while thriving in Brazil’s unique conditions.
Growers are provided with solutions that meet these market needs.

Leadership and Expertise
Eyal Vardi, Founder and CEO of OriGene Seeds, has been instrumental in driving the company’s Research & Development efforts. His vision has positioned OriGene Seeds as a leader in developing innovative watermelon varieties that meet the dual challenges of Brazil’s growing conditions and the demands of the export market. Vardi’s commitment to R&D ensures the company remains at the forefront of agricultural innovation.

Overcoming Brazil’s Challenges
Brazil’s hot climate, with high radiation levels, poses significant challenges for watermelon cultivation. Additionally, exported watermelons must maintain a 3-4 weeks shelf-life to ensure they arrive in European supermarkets with their quality and taste intact.
Carla Verônica Bandeira Sousa, Product Development Manager, emphasized the importance of combating Powdery Mildew (Px), a major pathogen in the region. “We conduct annual trials across multiple growing areas to refine and adjust our products,” she explained. “This ensures they are resistant, well-suited to local conditions, and meet market demands.”

Continuous Improvement
The team credits its success to several factors: strong relationships with growers, exceptional service and support, and a relentless focus on adapting to changing conditions. Carla noted that even as products perform well, they must be reevaluated annually to address new challenges and pests.
José Brito Júnior, Area Manager for Brazil, plays a crucial role in maintaining close relationships with growers. Brito’s hands-on approach and deep understanding of local challenges have been pivotal in delivering exceptional service and support to farmers across the region.
“Our results reflect years of systematic effort,” added Shmueli. “By understanding the growers’ needs and continuously refining our products, we have been able to achieve this level of success.”

Showcasing Innovation at Fruit Logistica
The upcoming exhibition in Berlin provides an excellent platform to showcase both established and new products to clients, distributors, and potential customers.
Ana: A mini seedless watermelon with dark stripes, a round shape, deep-red flesh, and excellent taste. After two years on the market, Ana has reached the ideal size and quality for European consumers.
Fernanda: Considered the next generation of Ana, Fernanda offers a resistance to Px while maintaining the same great taste and size. Its longer shelf-life and reduced chemical requirements benefit both the environment and growers.
Zafiro: A Piel de Sapo melon with a perfect combination of traditional flavor, ideal shape, and vibrant rind color. Zafiro’s innovative breeding ensures high yields and a sweet aroma, making it especially popular with Spanish distributors.

Economic Impact and Future Outlook
The agricultural export industry plays a vital role in Brazil country’s economy. Specifically seedless Watermelon. OriGene Seeds’ ability to provide year-round production and adapt to shifting market demands has solidified its position as a market leader.
“Flexibility and strong customer relationships are at the core of our strategy,” Shmueli explained. “These principles have helped us achieve a significant market share in Brazil’s seedless watermelon export market.”
The team’s dedication to collaboration, innovation, and customer satisfaction sets OriGene Seeds apart, making the Fruit Logistica exhibition a fitting stage to showcase its achievements and future potential.

Come to meet us at Fruit logistica, Berlin, 5-7/02, Hall 1.2, Stand D-32