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Chile projects 36% cherry export growth this season

The Chilean Cherry Export Committee within Chilean Fresh Fruit Exporters Association (ASOEX) BB #:156234 Santiago, forecasts a record season for 2020-21.

The committee estimates a 36 percent growth in exports, which would break the previous year’s record of 228,592 tons, reaching 310,352 tons this season, as reported by Simfruit.

This estimate was delivered by ASOEX during its last meeting, where they represent 75 percent of the industry.

Ronald Bown, the president of ASOEX, said, “The Chilean cherry industry grows every day in volumes and quality, and the forecast for this season demonstrates this. We’ll face challenges this season, mainly due to the existence of the pandemic.

“That’s why, this year, the committee has focused on prevention with a plan to be ready for anything that may happen and to act as quickly as possible. This plan includes the launch of procedures and guidelines that allow us to ensure the health of our workers and the safety of our products. Our sector has committed to maintaining the continuity of our operations. We have done so until now, and we will continue to do so to ensure our consumers, both in Chile and in the world, continue to get quality, healthy, and safe products.”

Bown highlighted that China continues to be the main destination for Chilean cherries, especially during the Chinese New Year, which is celebrated on February 12, 2021.

“China is an important market for our cherries, especially during the Chinese New Year,” Bown said.

“The cherry’s red color symbolizes hope and good omens so Chinese consumers purchase them to share them with their families, friends, or as gifts. However, we also send cherries to the United States, Latin America, the Middle East, and — starting this season — to Vietnam, a new market in Asia, where we also export to South Korea, Taiwan, Thailand, Singapore, the Philippines, India, Japan, Cambodia, Malaysia, and Burma.”

Ignacio Caballero, marketing director of ASOEX, explained that this year’s marketing programs will be expanded to more markets such as India, Vietnam, and Thailand, which are being added to last season’s U.S., South Korea, Brazil, and China programs.

“In addition, we’ll incorporate live streaming actions with chefs or Chinese celebrities, who will be promoting Chilean cherries live from a retail outlet, inviting people to buy them,” Caballero said.

Marco Campos is Media Coordinator, Latin America for Blue Book Services