Chilean fruit: none like the cherry in the last 20 years

The emblematic case of the cherry, which breaks export records every season in the seemingly limitless Chinese market; the story of the Chilean blueberry, which saw Peru snatch the crown of the world’s largest exporter; or the decline of the apple, the former star of the country’s fruit export industry... These are the stories we review in the following article.

Twenty years in such an intense and dynamic sector as agriculture bring many changes. New varieties enhance supply and competitiveness, cultivation areas are diversified, technologies are adopted to optimize processes, new markets and opportunities emerge to avoid dependency on a single destination... and the list goes on. In the following paragraphs, we review some of the milestones of national agriculture over the past two decades.

Regarding fruit, does thinking of China mean thinking of cherries, or does thinking of cherries mean thinking of China? The current queen of Chilean fruit production, which promises to maintain this position, has found a perfect match in the Asian market. It is the protagonist of the country’s most important celebration, the Chinese New Year, which gathers millions of people every year around the concept of prosperity.

But it hasn’t always been this way. For Chilean cherries to withstand a sea journey of just over three weeks, precisely 22 days and 20 hours, to reach Chinese territory, the industry had to focus efforts and resources on post-harvest technologies, resistant varieties, marketing campaigns, and building a strategic alliance with the Eastern nation.

To illustrate the industry’s impressive pace, in 2004, when this magazine began circulation, the hectares planted with cherry trees in Chile reached 7,150, according to official data from INE, Odepa, and the Agriculture Subsecretariat. At that time, the quality and condition of Chilean cherries upon arrival were not the best, creating a price differential in the markets compared to competitors.

By 2013, planted hectares had surpassed 16,000, and today it is estimated that there are about 70,000 productive hectares, excluding new plantations. Thus, according to USDA data, Chile is the fourth largest cherry producer globally and the leading exporter.

The Star of Chinese New Year

Exports also show a steady increase. In 2004, Chile produced 32,000 tons of cherries, of which 10,000 were exported, with the rest staying in the domestic market. In 2007, Chile and China signed a phytosanitary protocol allowing direct entry of cherries into the market, marking a significant jump to 44,000 tons.

By 2013, shipments reached 68,000 tons, while in 2022, exports hit 356,442 tons, equivalent to 71.3 million 5-kilo boxes.

For the current season, initial estimates predicted a 59% increase in exports compared to the previous season, translating to over 131 million boxes. This figure was revised by the Chilean Cherry Committee. The latest projections indicate that the country will export 124 million boxes, equivalent to 620,000 tons, a 51% increase over the previous season.

Logistics and Technology, Post-Harvest Allies

One measure that enabled the growth and positioning of Chilean cherries in the Chinese market, which receives over 90% of total cherry shipments, is the implementation of a specialized shipping service. The “Cherry Express,” first launched in 2018 and still in operation today, travels nonstop, reducing travel times and preserving the fruit in better conditions.

The physiological handling of fruits and post-harvest technologies are likely the cornerstone that made it possible to transport Chilean cherries over 20,000 kilometers with good arrival conditions.

A major change involved handling: the fruits used to spend many hours at room temperature after harvest, causing significant quality deterioration. Immediate cooling and minimizing harvest time allowed for good preservation, opening up new horizons for Chilean cherries.

Modified atmospheres, controlled atmospheres, gasification, and new packaging methods were also introduced, each aiming to maintain the quality and firmness of the fruit. In this regard, the sector demonstrated a high level of specialization, which became evident during the pandemic. In a time of crisis for the fruit industry due to logistical bottlenecks in various world ports, Chilean cherries maintained their condition even 50 days after harvest.

Specialization also manifested in the form of new varieties. These allowed for more focused and optimized harvesting, improved orchard design, increased yields, and, above all, improved output. Early or late varietal alternatives, depending on each producer’s goals, made it possible to supply different markets at different times, broadening the idea that Chilean cherries succeed only during Chinese New Year.

A Communication Strategy That Never Stops

An equally important aspect of this success story is the marketing campaign launched by the cherry industry to position itself in the global market. “Fruits from Chile” is a globally recognized brand, carving a niche thanks to its work in showcasing the qualities of Chilean fruits, particularly cherries.

Red, tasty, safe, healthy, a symbol of prosperity, are some of the characteristics automatically associated with this product, of which China remains a loyal consumer. The current promotion includes partnerships with Asian influencers, renowned chefs, and an emphasis on the qualities of Chilean cherries.

Efforts are also being made to open new markets, although none may ever reach the prices paid by China. Within the same Asian country, Chilean cherries are expanding to other cities. “It’s like opening a new market in a new country,” commented Juan Pablo Subercaseaux, an agricultural engineer, cherry grower, and academic in agricultural economics at the Pontificia Universidad Católica de Chile, a few weeks ago.

Now robust and leading, the national cherry industry has come a long way, not without challenges. It has a solid foundation, with all actors working towards the same goal, suggesting that the future will continue to be prosperous.

Source: Redagrícola
Images: ANA Chile; SL Fruit Service

Cherry Times - All rights reserved