Strategic shift: Fyffes divests melon division to strengthen core fruit categories
Tropical produce giant Fyffes is selling its entire melon business to Martori Farms, a fourth-generation, family-owned leader in fresh produce. The acquisition includes the company’s farms in Honduras and Guatemala, as well as the distribution business in Miami, Florida.
Fyffe’s Sol Melons stands as the largest supplier of winter melons in North America, bringing Martori Farms a truly year-round business model. Meanwhile, this integration enables Fyffes to sharpen its focus on core perennial categories—bananas and pineapples—by dedicating resources and expertise to their continued growth and market leadership.
“Over the past four years, we have made significant investments in our winter melon business. The result is a business we are profoundly proud of,” said Helge Sparsoe, CEO of Fyffes. “As we searched for a buyer, our top priority was to find a company that shares our values—especially when it comes to worker wellbeing, customer service, and uncompromising quality. We are confident that under Martori’s leadership, Sol Group’s employees, the land, and customers will benefit from this same commitment to sustainability, innovation, and excellence.”
With deep roots in Arizona and California, Martori Farms is well known for its signature melons: Cantaloupe, Watermelon, Traditional Honeydew, Golden Honeydew, and the innovative Kandy Lemon Drop Melon.
“Our goal has always been to deliver melons that exceed consumer expectations—melons that delight with flavor, appearance, and reliability,” said Steve Martori III, CEO of Martori Farms. “The acquisition of Sol Group allows us to extend that promise across all 12 months of the year, while working with an extraordinary team of growers who share our dedication to quality and sustainability.”
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