THE FIRST FRUITS AT­TRACT

Finweek English Edition - - IN BRIEF -

A trader puts a price tag of 1.5m Ja­panese yen (about R147 000) onto a box of Yubari Melon, which con­tains two mel­ons, dur­ing the first auc­tion of the sea­son at Sap­poro Cen­tral Whole­sale Mar­ket on 22 May in Sap­poro, Ja­pan. The Yubari mel­ons are fa­mous for their or­ange flesh and are of­ten bought as luxury gifts in Ja­pan. As the first har­vest of fruit is of­ten con­sid­ered good luck in Ja­pan, the open­ing auc­tion typ­i­cally at­tracts the high­est bids. The 2014 auc­tion at­tracted the high­est price on record, when a buyer paid 2.5m yen (about R245 000) for two mel­ons. Yubari Melon is a reg­is­tered trade­mark owned by the Yubari City Agri­cul­tural Co­op­er­a­tive, lo­cated in the for­mer min­ing town of Yubari about 1 200km north of Tokyo.

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