Mercadona has committed to buying more than 115,000 tonnes of Spanish watermelons for the 2024 summer season, up 38% from the previous year. The move reflects the supermarket’s focus on local sourcing and rising demand for watermelon during Spain’s hottest months.
The company’s supply chain depends on partnerships with specialist fruit and vegetable producers across the country. Watermelons destined for Mercadona shelves are grown in Andalusia, Castilla-La Mancha, Murcia, the Canary Islands, the Valencian Community, Extremadura and Catalonia. Basic provinces of origin include Almería, Murcia, Córdoba, Sevilla, Ciudad Real and Albacete. One impressive supplier is Agrícola Navarro de Haro S.L., a family-run business in Almería with deep expertise in watermelon cultivation.
The journey from field to store is closely managed. Watermelons are picked at optimal ripeness and taken to growers’ warehouses for packaging. They then move through Mercadona’s logistics network to supermarket displays. The company says only fruit that meets its strict quality standards reaches shelves; products that fall short are not sold.
Seasonal Demand and Local Focus
Spain’s watermelon harvest peaks from spring through late summer, when consumer demand is highest. For 2024, Mercadona has announced that all its stores will offer Spanish-grown watermelons, both whole and pre-cut. The selection includes varieties such as Bengala, Red Jasper, Moon Gem, Fenway, Style, Bazman and Boston, catering to different tastes and household sizes.
In previous years, Andalusia and Castilla-La Mancha have supplied a impressive share of the national crop. Projections for 2025 suggest that more than 39,800 tonnes will come from Andalusia alone, with Almería, Córdoba and Sevilla leading production. This regional focus fits Mercadona’s broader strategy of prioritizing proximity and freshness whenever possible.
Almería’s wider watermelon sector gives a sense of the agricultural scale behind the seasonal trade. A 2025 report by Diario de Almería put the province’s watermelon production at 628,936 tonnes, with yields of 57,698 kilograms per hectare under cover and 53,046 kilograms per hectare outdoors. These figures cover provincial production and yields, not the volumes bought by any individual retailer.
A separate profile in La Voz de Almería described Agrícola Navarro de Haro, based in Palomares, as developing a 14,000-square-metre facility. The company’s representative, José Navarro, told the publication, “I started with nothing and now I have a large company.” The expansion reflects the scale of specialist growing and packing operations in the province.
Why Watermelon Dominates Spanish Summers
Watermelon is popular in Spain for its high water content, refreshing taste and low calorie count, making it a staple for beating the heat. Nutritional data from the Cleveland Clinic and USDA show that 100 grams of seedless watermelon contains just 30 calories, along with vitamin C, vitamin A, vitamin B6, potassium and magnesium. As temperatures rise, shoppers turn to fruit that is hydrating and easy to serve, driving a surge in consumption.
Mercadona’s whole and sliced options cater to a range of customers, from large families to single-person households. Its emphasis on Spanish-grown produce also supports local agriculture and helps ensure the fruit is harvested and delivered at peak freshness.
Context and Broader Trends
Mercadona’s approach reflects a wider trend among Spanish retailers: strengthening ties with domestic producers while responding to consumer demand for transparency and quality. Local sourcing extends beyond the fruit sector. Other major retailers have also tailored their product lines to seasonal events, as when El Corte Inglés offered certified eclipse glasses ahead of a rare solar event (read more about how Spanish retailers adapt to seasonal demand).
Mercadona’s watermelon campaign shows how Spain’s largest supermarket chains use local agriculture to meet practical needs and respond to changing consumer expectations.
