In São Paulo's interior, pitaya, also known as dragon fruit, is becoming increasingly popular among local farmers, leading to a rise in cultivation. This exotic fruit, noted for its vibrant skin and sweet pulp, is particularly thriving this season despite a decline in prices owing to an oversupply in the market. Roberto Ferrari, a farmer in Itatiba, has embraced this trend by diversifying his production, growing 30 different types of pitaya and expecting his harvest to total ten tons, which is three more than the previous year.

The harvesting of pitaya at Ferrari's farm was slightly delayed this year, occurring about 20 days later than usual, but this has not significantly affected the overall yield. Each white pitaya plant can produce on average up to 20 kilograms of fruit, which mirrors the productivity levels of the red varieties. Farmers are adjusting their strategies to cope with the market dynamics, recognizing that while the production levels are high, falling prices can pose a challenge to their profits and cash flow.

The increasing popularity of pitaya presents both opportunities and hurdles for small-scale farmers in São Paulo, pushing them to innovate and adapt to market changes. As the fruit gains traction in retail settings, the farmers are working to establish a stable market presence while ensuring that their production remains profitable despite price fluctuations. This case highlights not only the agricultural changes in the region but also the broader economic implications of niche agriculture in Brazil.