“It is important to highlight that our industry is a mature industry,” says the executive, explaining that cherry cultivation has undergone significant modernization in recent decades, which includes the introduction of new rootstocks, modern pruning systems and advanced technologies to face climate change, such as netting, tunnels, greenhouses, roofs, pots, improving soil fertility and using bumblebees. “Today, in processing plants there are technologies that can even detect defects inside the fruit. “This sorting technology helps ensure product quality and consistency,” she says.

“Producers and exporters know how important quality is and very good quality cherries are being exported” he continues and tells us that for several years they have been working as the Chilean Fruit Cherry Committee with quality recommendations/guidelines, which demonstrates the industry's approach to it. “These guidelines are reinforced, both for producers and exporters, every year,” he emphasizes and relates that, as leaders in the category, they annually carry out promotional programs in China, the United States, Korea, India, Vietnam, China-Taipei and Thailand, in which they seek to increase the consumer base, incorporating new consumers into the category and increasing the frequency and purchase basket of those who already consume Chilean cherries.

Claudia Soler Bottinelli

The strategy is to increase penetration in current markets and diversify into other markets. The Committee designed a three-year strategy, which is a roadmap to face future challenges, mainly referring to increases in production and, therefore, export of fruit from the hectares that are being formed and that should enter in production in the next three years, he says.

• What is the status of competitors in the global market?
• Chile leads exports in the southern hemisphere, representing more than 96% of the supply. Other actors are Argentina, South Africa, New Zealand and Australia. While there are common efforts to grow, there are climate challenges that affect everyone equally. Such is the case, for example, of Argentina, which has seen a delay in the season this year, as has Chile. South Africa, for its part, was affected by snow in some sectors, cold weather during the flowering period and small heat waves. Likewise, producers in South Australia have had some of the worst harvests in recent years, mainly due to pre-Christmas storms.

• What is the reality of the cherry in Peru and Mexico?

• Chile is currently the main exporter of cherries in the world, with more than 400 thousand tons of shipments in 2022-2023, showing an upward trend. Mexico has production mainly in two areas, Chihuahua and Puebla, whose volumes are around 155.70 tons (according to information from the Government of Mexico). It is a producer from the northern hemisphere, therefore, contrary to Chile, and is not relevant competition for our sector. Regarding Peru, we know that there are evaluation projects to identify areas that respond to the requirements that the cherry tree has for its development (mainly cold hours).

• What have been the results of the cherry in Ovalle and the northern part of Chile?

• The results of cherry production in northern Chile have been positive, as it has generated a diversification of the supply of Chilean cherries, reaching the markets earlier, especially China. During the 2022-2023 season, 560 tons of fresh cherries were shipped from the Coquimbo region, registering an increase of 15% compared to the previous period. 92% were destined for Asia, with China being the main destination, and 8% for Latin America.

The quality of the Chilean cherry and its exquisiteness have made it the favorite fruit in Asian markets, especially China, but the cherry industry is in full diversification of its market and has found the same good reception in other parts of the world. , because consumers immediately value their consumption experience. A more extensive report on this industry will be published in the next edition of Blue Magazine.