Strengthening work on the quality of Chilean cherries and blueberries and increasing consumption in key markets for these fruits were the central topics analyzed at the meeting “Commercial Vision and Estimates for the Cherry and Blueberry Season,” organized by the International Fresh Produce Association (IFPA) Chile.

During his presentation, Andrés Armstrong, executive director of the Chilean Blueberry Fruit Committee, highlighted that since the Committee was formed 15 years ago, much progress has been made in improving quality, where the selection and replacement of varieties has been a key and consensus issue within the industry. “Today, as a Committee, we are focused on improving quality, productivity and sustainability.”

He also indicated that for this 2024-25 season, the Committee's first estimate indicates that 135.501 tons of blueberries are expected to be exported, reflecting a growth of 3,2% compared to the previous year. Of this amount, 80.5012 tons would be fresh blueberries (-6,7%) and 55.000 tons of frozen blueberries (+22,2%).

Regarding the drop in fresh blueberries, the professional indicated that it reflects the varietal change that is taking place in the industry, which will allow the sector to deliver better blueberries to the markets. “The new varieties within this season's shipments are expected to increase by 26%, amounting to more than 16 thousand tons,” he pointed out.

Armstrong noted that for this season they launched a “Seal of Belonging.” In this regard, the professional said: “There are many exporters who are using this seal of belonging that is associated with the Committee. This seal allows us to distinguish and highlight those who are working to improve quality and market development.”

Andrés Armstrong, executive director of the Chilean Blueberry Fruit Committee.

How the season is coming

Matías Alessandrini, Assistant Commercial Manager of Lafrut and member of the board of directors of the Chilean Blueberry Committee, indicated that the blueberry industry has had a hard time entering the early part of the season with the projected volumes due to the low temperatures for the period. “Although we are behind, the fruit is there. We have had flowering, good fruit set, which, in terms of quality, we hope will be a tremendous season for Chile,” he said.

According to Alessandrini, the delay occurred in the fields of the northern area due to low temperatures. “As for the central-southern and southern areas, this scenario changes a little. It should be warmer at this time, but unfortunately this has not been the case this week. However, we should begin to recover and this will reduce the gap in production entries. Therefore, we will have a more concentrated campaign than the previous one.”

The professional noted that, although there is “a madness” given the large volumes expected for Chilean cherries and that attention is generally focused on that, it must be clear that “good blueberries and good volumes of stone fruits are coming as well, which will be a great contribution to the general results of the industry.”

The professional also made a special analysis regarding logistics, especially since blueberry shipments are in parallel with cherry exports, which generates a special concern related to the increase in freight costs. “When we start exporting by sea and we come across cherries, naturally, the cost of freight will increase, therefore blueberries may be left behind a little more,” he explained.

Alessandrini also pointed out that the peak weeks, between week 50 and week 1, will offer the greatest challenge, since three weeks above 10.000 tons are expected.

Cherry Stage

Claudia Soler, executive director of the Cherry Committee of Chilean Fruits, was in charge of analyzing the new 2024-25 season of this fruit, pointing out that the success story of this sector has been produced thanks to joint work, which will continue to be key in this new year.

“I think it is valuable and noteworthy that the sector united and worked together with the main stakeholders that work in the industry. Without this union, the cherry industry would not be where it is. Therefore, the important thing is to continue working together towards a good development of the season, where quality will be key. Today, the challenges are important in terms of volume, so the only way to continue moving forward is to continue working together and continue incorporating new companies into the Committee,” Soler observed.

According to the agricultural engineer, all the work that the Committee does, in addition to the marketing campaign (which is the most visible), is focused on benefiting everyone. “There is a lot of coordination work at the logistical level, as well as with the SAG and national and international authorities. But we also have a great responsibility to encourage greater consumption of cherries in the different markets, to open new markets, and to incorporate new consumers,” she commented.

The executive director of the Cherry Committee explained that China accounted for 91% of shipments in the 2023-24 fiscal year, being the market that grew in volumes shipped versus the rest of the destinations. “The other relevant markets were the US, Brazil, Korea and the United Kingdom,” she noted.

Claudia Soler, executive director of the Chilean Cherry Fruit Committee.

Finally, the professional indicated that for the 2024-25 season they project to total a little more than 131 million boxes. “This projection was the first one made by the Committee at the end of September, estimating a growth percentage of 59%. Why? It must be remembered that between 2019 and 2021 around 25.000 hectares of cherries were planted. Therefore, this growth responds, on the one hand, to that surface that was planted years ago and that is entering into production. It must also be considered that last year, due to the rains, we did not grow as we should have. Therefore, this season those two previous growths are being reflected,” she said.

Markets

How will the markets behave in the new season? Adolfo Schilling, Product Manager, Cherries and Pomegranates at Dole Chile, was in charge of answering this question for national cherries, starting with China, where “this 2025 the Chinese New Year is on January 29, therefore, the last ship has to leave before December 31, so there could be a lot of fruit after this holiday. Therefore, we must get the largest amount of volume,” he explained.

Regarding the US, Schilling said that the volume in recent years has been trending towards 4 million boxes and could reach 4,5 million boxes. “There is a need for efficient and low-cost repackaging at destination. Prices are not differentiated between XL and J, meaning there is little price differentiation for larger sizes.”

The executive also made special mention of South Korea, pointing out that it is a market where growth can be achieved, but also where challenges can be faced, especially at the logistics level. “Logistics in Korea is not good, since regular services with a 26-day transit are required. Orchard prospecting/systems approach is needed,” he said.

As for other markets, the professional highlighted the United Kingdom and Brazil as markets with potential, but also with challenges to be taken into account. “In the United Kingdom, the volume has not exceeded 700 thousand boxes. It is a volume concentrated in J and XL calibers. The market is focused on retail and requires regular volumes within the season. In Brazil, the volume is close to 800 thousand boxes. It is concentrated in L and XL calibers, and in recent years J shipments have begun. The formula is in bags, with a high packing cost. After Christmas, the market slows down,” he concluded.