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
19 Feb 2026
A Michigan State University researcher promotes imaging sensors and AI to measure the leaf-to-fruit ratio in sweet cherries. From Washington State orchards to planar canopies, the approach helps optimize crop load, fruit size and quality using objective data-driven management.
30 Jan 2025
The challenge for regional production is to distinguish itself on the market through quality, as late production is no longer a differentiating factor. To date, the region has 244 hectares dedicated to cherry production in the Chile Chico Valley.
16 Oct 2026
Rain in Chile threatens cherry quality as harvest approaches. The article outlines strategies to prevent fruit cracking and manage Botrytis, covering protective biofilms, chloride applications, irrigation management and timely treatments during ripening and harvest.
16 Oct 2026
Ciliegia delle Colline Veronesi moves towards PGI status after a successful public hearing on its production rules. The area spans 54 municipalities, over 1,200 hectares and more than 2,300 farms. Next come national procedures and EU scrutiny to protect local producers.
