For years consumers have struggled to fit the large round fruit in their refrigerators. And then there was the problem of trying to cut the fruit when it kept rolling around. But 20 years ago a forward-thinking farmer on Japan's south-western island of Shikoku solved the problem. The farmer, from Zentsuji, in Kagawa prefecture, came up with the idea of making a cube-shaped watermelon which could easily be packed and stored. To make it happen, farmers grew the melons in glass boxes and the fruit then naturally assumed the same shape. Today the cuboid watermelons are hand-picked and shipped all over Japan. But the fruit, on sale in a selection of department stores and upmarket supermarkets, appeals mainly to the wealthy and fashion-conscious of Tokyo and Osaka, Japan's two major cities. Each melon sells for 10,000 yen, equivalent to about $83. It is almost double, or even triple than of a normal watermelon.