This study aims at exploring the melon cultivation in Kallithea (or Goritsa) of Konitsa Municipality. Melon cultivation has been an important activity to the local economy for decades. Nowadays, however, melon production is limited to a small number of cultivators, as the activity is perceived to be unprofitable. Yet, the results of a field study that was carried out by means of semi-structured interviews and the SWOT analysis conducted indicate that melon cultivation has good prospects not only to survive but also to thrive. However, both the cultivators and the State should adopt appropriate measures in order to exploit the strengths and opportunities offered and overcome the existing weaknesses and threats.