The Chilean Fresh Fruit Association is preparing for a great year for Chilean cherries and blueberries. Its shipments to the US so far this year, overall, have increased 365 percent over the same period last year.

“As always, our marketing programs will have a strong focus on retail,” says Karen Brux, general director of the Chilean Fresh Fruit Association. “All of our programs are tailored to what the retailer wants and needs, and range from in-store merchandising programs, like the bins we have for cherries, and demonstrations to promotions on retail websites and newsletters, to financing announcements and digital coupons. “If there are any new tactics a retailer wants to explore, we are definitely open to it.”

For consumer marketing, the Chilean Fresh Fruit Association focuses on social media platforms, with strong emphasis on Facebook, Instagram and TikTok.

"We are constantly producing new content and reels that will attract our followers and motivate them to eat more Chilean fruit," said Brux.

The ASOEX Cherry Committee, which represents more than 85 percent of the volume of Chilean cherry exports to the world, estimates that 2023 million boxes of cherries will be ready for the 24-95,4 season.

“Although the new estimate shows an increase of 15 percent compared to last season's shipments, it must be taken into account that, given the climatic reality that is being faced, it is a volume that varies constantly,” said Claudia Soler, executive director of the Chilean Cherry Committee. “We have never had a season so difficult to estimate, since volumes vary week to week, especially due to agroclimatic issues that we have been facing as a sector. Therefore, this first estimate does not include the effect of the latest rains, nor adjustments for late fruit set.”

The committee will provide an updated estimate at the end of November. While there is no estimate of how much will be shipped to the U.S. at this time, the Chilean Fresh Fruit Association is expanding its promotion program in the U.S. and Canada and expects volume to continue to increase.

"Having received only 4 percent of total volume last year, we still have strong growth potential," Brux said. "We are the second largest market, but still very small."

The Chilean Blueberry Committee recently conducted qualitative trade research and conducted numerous interviews with blueberry importers and retailers to understand where the industry needed to focus to become more competitive in the US market.

“Chilean blueberry exporters and producers are taking the results very seriously and the industry as a whole is working diligently to offer the best quality blueberries to this market,” Brux said.

In terms of blueberry promotions this season, the U.S. Highbush Blueberry Council will be rolling out a number of programs for consumers and retailers throughout the winter months.

"This is an evaluation program that has the support of everyone who supplies blueberries to the US market, including Chile," Brux said. "We expect great promotions for blueberries from the southern hemisphere."

Table grapes are also expected to see a five percent increase this season, according to recent data from the Table Grape Committee of the Chilean Fruit Exporters Association. The committee projects 63.7 million 18-pound boxes for the 2023-2024 season.

“This projected growth is mainly due to an increase in the production of new varieties, which will represent 63 percent of Chile's total fresh grape exports this season, close to 40 million boxes,” said the president of ASOEX, Ivan Marambio. “This first estimate clearly reflects the commitment of Chilean producers and exporters to supply their global markets and consumers with the best varieties.”

The first shipments of Chilean grapes are scheduled for mid-November.