You learn to tolerate it when you live there, but yes, people try to avoid being outside from 12 to 4. Sevilla (hottest city in Spain) usually reaches the low 40s at the beginning of August, and Granada (where they are going) is usually a bit below that. But it's not common at all to expect these sort of temperatures in early July. This looks like it's going to be a hot summer.
I have no idea how greenhouse farmers survive through the summer.