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A look at Latin trade associations – Chile


Santiago-based Fedefruta is a private entity, founded in 1985 by Chilean fruit producers. Growers were looking for more representation and a greater voice as the industry developed not just across the country, but internationally.

These days, the group counts more than 20 regional and local associations and sector-specific groups among its membership. The goal, according to Fedefruta president Jorge Valenzuela, is to encourage and support the sustainable development of Chile’s fruit growing industry, both privately and in negotiations with the national government.

Fedefruta’s flagship program is Fruittrade, a business networking forum that brings together members and fresh fruit importers from around the world.

“We want to promote a model of direct exporting between our members and major importers,” Valenzuela said. “In addition, we look for solutions to fill productivity gaps with innovative programs and concepts.”

The private, nonprofit group ASOEX (Association of Chilean Fruit Exporters) is tasked with the goal of supporting and promoting all exports from Chile. The organization has evolved over the last eight decades to focus on promoting fresh fruit exports as well as keeping exporters up to date on phytosanitary regulations.

According to Ignacio Caballero, ASOEX’s head of marketing, the membership is made up exclusively of fruit exporters.

“Our members understand that promoting the fruit, instead of their separate businesses, will help the industry as a whole and will also help them,” he said. “Our goal is to increase the export of fruits from Chile.”

On the government side of things, ProChile was originally established in 1974 to diversify and promote exports from Chile.

Back then, the main export was copper. But things have changed and expanded, and the country now boasts participation in 26 trade agreements and a global reach in 64 markets, representing nearly 63 percent of the world’s population. It’s a far cry from the days when copper was king.

ProChile has 16 domestic offices and 57 around the world, staffed with experts who can provide market-specific guidance and resources to Chilean companies looking to expand internationally.

ProChile’s trade commissioners and trade managers act as a bridge between Chilean companies and overseas markets according to Germán Rocca, the group’s trade commissioner in Miami and coordinator for the United States.

“They develop meaningful relationships with local businesses, promote Chilean products and services, identify potential opportunities, and assist with import/export processes,” he said.

Germán Rocca, Trade Commissioner in Miami and Coordinator for USA
Phone: 305 374-0697
Address: 800 Brickell Avenue, Suite 900, Miami, FL 33131
Trade Shows/conferences: Fruit Logistica, Asia Fruit Logistica

Jorge Valenzuela, President
Phone: (56) 2-2632-5274
Address: San Antonio 220 Oficina 301, Santiago Centro, Región Metropolitana, Chile
Trade Shows/conferences: Fruit Logistica, Asia Fruit Logistica, MACFRUT, Fresh Summit, Fruittrade

ASOEX (Asociación de Exportadores de Frutas de Chile A.G.)
Ignacio Caballero, Director of Marketing
Phone: (56) 2-2472-4700
Address: Cruz del Sur 133, Piso 2, Las Condes, Santiago de Chile, Mesa Central, Chile
Trade Shows/conferences: Asia Fruit Logistica, PMA Fresh Summit, Fruit Attraction, Fruit Logistica

This is a multi-part series from Produce Blueprints, in which we explore the role of trade associations in global commerce.