New President of the Blueberry Committee of Chile wants to strengthen the country's position in the industry
El Cranberry Committee of Chile, the institution behind the promotion of blueberries in foreign markets, is under the new leadership of Felipe Silva: Agricultural Engineer of the PUC, agricultural economist and MBA, who has more than 20 years of experience in the worldwide berry industry .
Silva, who currently serves as a partner and General Manager of ZurGroup, is deeply involved in the marketing and production of different berries, both in Chile and in the rest of the world.
As explained by the new president of the Committee of Blueberries of Chile to PortalFrutícola.com, the main objective that he has in his new position, together with the board of the committee, is related to the role of Chile within the industry.
He affirmed that he wants to "position the Chilean blueberry industry as an extremely reliable supplier in terms of food safety and to maintain the industry as a quality leader in the different markets we supply."
This goal would be met through "the promotion of Chilean blueberries, quality standards that help raise the standards of Chilean blueberries and thus be able to compete in the new scenario where we are as an industry."
Referring to the new scenario of the sector, he commented that "Chile will continue to be an important player in the world blueberry market, both fresh and frozen."
In that line, he stressed that “there is already an important varietal replacement that continues to grow and that is part of the actions that the industry is carrying out in Chile, with the aim of bringing the recognized flavor and quality of our fruit consistently to markets like Asia, Europe or North America. ”
Peru irruption
Silva also referred to Peru's role in the global blueberry industry.
Regarding the growth, the president of the committee described it as something positive, since "Peru came to stay and fill spaces where supply was very low in relation to demand and this will only bring benefits."
"The greater the availability of good fruit in the market, the greater the growth and penetration of new consumers who will see the product available year-round at more stable prices," he explained.
“Now, there is also the presence of blueberries from Peru in the weeks peak from Chile, which forces us to renew ourselves and do things well. I think our industry can face this challenge well. In fact, we are already doing it, ”he emphasized.
With that in mind, he highlighted the promotion plan for this season in export markets.
"In U.S.A. and Canada there is a strong focus on point-of-sale activities that facilitate the movement of fruit in the weeks peak".
He added that "in Asia the focus will be on the most active markets but they still have a lot of room to grow, such as China and Korea."
"In the case of India, where finally from this season we can export without the need to spray our fruit, we will closely monitor the results of this season to evaluate marketing investment opportunities next year," he said.
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