On December 16, the second conference on cherries was successfully held at the wholesale market for fruit in Jiaxing Haiguangxing, Zhejiang Province. The event featured the participation of representatives from Frutas de Chile, drawing significant attention.
During the opening ceremony, Iván Marambio, president of Frutas de Chile, was invited to deliver a speech, expressing the association's high expectations for the Chinese market in the 2024/25 season.
Claudia Soler, executive director of the Chilean Cherry Committee of Frutas de Chile, then introduced the new mascots of Chilean cherries - 桑桑 (Sāng Sāng), 宾宾 (Bīn Bīn), and 娜娜 (Nà Nà) - through a presentation video.
As the mascots transitioned from the video to the stage, Freya Huang, representative of Frutas de Chile, explained the origin of their names and the inspiration behind their design. The mascots represent the three most popular varieties of Chilean cherries: Santina, Lapins, and Regina.
Subsequently, Hector Zhang from Frutas de Chile gave a detailed presentation on the current and future promotional strategies for Chilean cherries in China. He shared the latest updates on Chilean cherries in China with participants both in person and online.
During the recent 9th Chile Week, held from December 1 to 7, Frutas de Chile visited Beijing, Hangzhou, Chengdu, and Guangzhou. With the support of over 100 media outlets, e-commerce platforms, and retail channels, Chilean cherries became a trending topic online.
Offline events in the four cities attracted over 1 million participants, while the livestreaming of the season's first Cherry Express drew 4.4 million viewers.
This year, the promotion of Chilean cherries will be enhanced with a strategic focus on expanding the buyer base, particularly in second- and third-tier cities. Special attention will be given to second-tier markets with high potential.
The goal is to leverage major marketing events to reach a broader audience and attract new customers.
In the short term, sales growth is expected to come from first-time buyers in second- and third-tier cities. In the medium term, growth will be driven by the transition of cherries from a luxury gift item to a daily fruit or snack, leading to increased purchase frequency and per capita buying volume.
Read the full article: Producer Report
Images: Producer Report
24 Apr 2024
From 2013 to 2022, world production increased from 2.3 to 2.75 million tonnes, while trade flows rose from 350,000 to 940,000 tonnes, an increase of 266%. The value of traded goods reached a record 4.3 billion euro.
22 Dec 2025
Despite rising global exports and high-quality supply from Chile and South Africa, cherries remain absent from Italian supermarket shelves in December. A missed opportunity for the GDO, while major European retailers aim for year-round cherry availability and better pricing
22 May 2026
The CTIFL 2026 report presents guidelines to protect cherry trees in France from Drosophila suzukii, combining monitoring, netting, sanitation, biological control and authorized plant protection products for targeted, sustainable crop defense adapted to sites and varieties.
22 May 2026
Cherry orchard covers in Chile no longer protect only against rain: they now regulate microclimate, reduce cracking, improve export quality and fruit condition, supporting more stable economic returns in modern orchards exposed to growing climate risk and market pressure.
