According to ProChile’s Non-Copper – Non-Lithium Export Report for January 2024 – with data from the National Customs Service – shipments of cherries reached US$1,555 million, an increase of 27.5% compared to the same month in 2023.
This figure is the historical maximum recorded since 2007 to date and is the result of both an increase in exported volume and an improvement in international prices.
From the Ñuble region, according to Customs, shipments of cherries for 1,946 tons were reported last January, which represented an increase of 27% compared to the same month in 2023. However, in value, these shipments mean -provisionally- US$6 .9 million (0.4% of the national total), marking a decrease of 25% compared to January 2023, although the figure may vary as the weeks go by, pending settlements.
Cherry trees are the third most planted fruit crop in Ñuble, after the European hazelnut and blueberry, with 2,973 hectares (Catastro Frutícola 2022) and, therefore, one of the main export products of the region.
Destination China
About 93% of cherry exports registered in January were destined for the Chinese market.
As usual, this export period coincides with the celebration of the Chinese New Year, a date on which consumers usually purchase this fruit as a gift, due to its red color, which symbolizes good luck. This year, the celebration was on February 10, which gave more time to Chilean exporters, mainly from Curicó to the South, to arrive with the fruit at its destination in a timely manner.
“Since its beginnings, exports of this fruit have shown an impressive evolution: 20 years ago we exported close to US$36 million in cherries and in 2023 the amounts reached US$2,000 million, which implies an increase of more than 5,000%. Chile has become the main world supplier of this product and these figures reflect the talent, innovation and hard work of Chilean producers and the supply chain associated with the activity. The challenge is always market diversification,” commented Ignacio Fernández, general director of ProChile.
Promotion
These results are consistent with the preliminary estimates of the Chilean Cherry and Fruit Committee (formerly Asoex), an organization that has deployed a strong promotion campaign in China.
“We are very optimistic about this season. The condition and quality of our fruit has been good, since producers and exporters know the importance of quality for the sustainable development of the industry in the future, and for the same reason in the early varieties, which were more affected by rains in spring, but they did not suffer damage, air shipments were privileged, thereby ensuring the condition of the fruit,” said Claudia Soler, executive director of the Cherry Committee.
He added that, “we strengthened marketing efforts the first 10 days of February in order to stimulate a rapid rotation of our fruit in that period. Likewise, I highlight the efforts we have made as a Committee to open new ports of entry for our cherries.”
Regarding consumption, Soler pointed out that, “until now, and also during our recent visit to the markets of China, Taiwan and Korea, we have seen a very good reception from consumers for our cherries, which is repeated in all our destination markets.”
Regarding promotions, the professional recalled that this season a three-year strategy was developed, “which will be a kind of roadmap to face the increases in production and exports that are expected in the future.” In that sense, she explained that, “we seek, with this strategy, in addition to preparing for the volume increases expected in the future, to give greater continuity and focus to the campaign.”
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