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
28 Jan 2026
Embryo rescue is a key technique to improve early sweet cherry propagation by overcoming embryo abortion. A study from Washington State University explores culture media, hormones, and fruit stages to enhance in vitro germination with promising outcomes.
17 Mar 2025
There is no ideal soil for growing cherry trees, but there are some that are more suitable. Nevertheless, this fruit tree has conquered territories in large parts of Chile. That is why it is increasingly necessary to improve them. There are many strategies.
16 Feb 2026
Technical guide to sweet cherry rootstocks in the Pacific Northwest, comparing Gisela, Krymsk, Mazzard, Mahaleb and Corette for vigor control, yield efficiency, planting density, disease tolerance and adaptation to Oregon and Washington conditions, with detailed tables and practi
16 Feb 2026
Drosophila suzukii threatens soft fruit production in Africa. Research on Metarhizium anisopliae highlights the strong performance of isolate ICIPE 78, showing rapid mortality, horizontal transmission and fly attraction, offering sustainable pest control strategies.
