nald Bown, chairman of the Chilean Fruit Exporters Association (Asoex), recently stated that the 2020-2021 season is the most complicated export season faced by the Chilean cherries industry in the past 10 years. Despite this, Chilean cherries exported 352,783 tons, an increase of 54.3%compared to the 2019-2020 season.
Multiple departments work together to maintain sales to China
website”Portal Frutícola” reported on April 1 that, according to the latest data from Asoex, China is Chile’s top export market for cherries in the 2020-2021 season, with exports exceeding 320,000 tons.
Bowen said that the rumors on the Chinese social network in January that “the surface of Chile imported cherries tested positive for nucleic acid” had a negative impact on the demand and sales of cherries. He said:“We have started to conduct continuous evaluation of the Chinese market. Initially, Chilean Cherries Committee (Comité de Cerezas) and Chilean Export Promotion Agency (ProChile) jointly launched a promotion activity in China, which effectively reversed the sales situation and resumed Good results have been achieved in consumer demand, but the selling price has not yet returned to the previous level.”
Bowen added:”We are especially grateful to the Chilean Ministry of Foreign Affairs, the Ministry of Agriculture, the Secretariat of International Relations, the Chilean Export Promotion Agency, the Chilean Agriculture and Animal Husbandry Agency (SAG), the Chilean Asia-Pacific Ambassador Extraordinary and Plenipotentiary and the Chilean Ambassador to China for their selflessness. Help.”
Cristian Tagle, Chairman of Chilean Cherries Committee, said that preliminary results show that the work and promotional activities that have been carried out have helped restore the consumption level of cherries in China.
Explore new markets to meet future challenges
Tagger pointed out that Chilean cherries are very clear that nothing is taken for granted and set in stone.”Therefore, for many years, we have been cooperating with the Chilean Ministry of Agriculture and the Chilean Bureau of Agriculture and Animal Husbandry to improve the export conditions of cherries and open up new markets. For example, in October 2020, we successfully entered the Vietnamese market.” He said.
Tagger explained:”In the last few export seasons, we have been working hard to open up new markets, such as the United Kingdom, Japan, Russia, etc., and also strive to strengthen promotion activities in the United States, Brazil, South Korea and other markets. The above activities are all Accompanied by market research, we can more clearly understand the situation of each export destination.”
Data shows that in the 2020-2021 season, thanks to promotional activities, Chile’s total exports of cherries to the United States, Brazil, South Korea, India, Vietnam and Thailand increased from 11,700 tons to 15,700 tons, an increase of about 35%.”Especially South Korea, exports have increased by more than 70%.” Tagle added.
In view of the complex situation faced by the 2020-2021 season and the lessons learned from it, the Chilean Cherries Committee is formulating a mid-term strategy to better respond to the 2021-2022 season and future developments. This mid-term strategy has four key points, including strengthening product quarantine, diversifying new markets, deepening China’s market work and industry unity. Tagger pointed out:”Industry unity is the key to other work…Without it, it is impossible to discover opportunities in time and respond to challenges appropriately.”