China and other Asian markets have the capacity to absorb the increase in volumes of Chilean cherries, says Danny Guo, GM of JWM Asia. However, he cites quality control, channel diversification, and targeted marketing as key factors for success.
According to last season's forecasts, the Chilean cherry crop will grow by nearly 60% in the 2024/25 season. China is expected to absorb most of this extra production.
Does China have the capacity to consume the volume increase without a significant depreciation in prices? Is there sufficient packaging, shipping, and logistics capacity to handle and ship this type of volume?
Danny Guo: JWM Asia is excited about the upcoming Chilean cherry season. Together with the team from Joy Wing Mau China, we have actively prepared our distribution platforms to be leaders in cherry distribution in Asia. Last year, supply was impacted by weather conditions, so the increase this year appears even more significant. To cope with this growth, the industry has made structural investments on the production front.
Regarding shipments and logistics, significant progress has been made to avoid bottlenecks, using different ports for cherry express ships and ensuring fast distribution.
What do you consider the keys to a successful season?
There are several key factors. First, quality control is essential. As long as the shipment arrives in good condition, the fruit should continue to flow, even at lower prices. Secondly, diversifying sales channels is crucial to growing the business sustainably. Further efforts are needed to penetrate different market segments.
Finally, marketing efforts will be essential. Due to the current economic climate, consumers are more selective in their spending. Our local teams are working closely with our partners to plan these tactics, including collaborations with various retailers in the region.
Do you see other Asian markets like Vietnam, Thailand, Korea, and India absorbing a larger share of the Chilean cherry crop this year?
With the growth of sector volumes, diversifying markets is crucial. Each market has a different level of maturity. India represents a significant growth opportunity for the Chilean industry. Efforts have been made to improve logistical solutions.
Read the full article: Fruitnet
Image: Fruitnet
15 Nov 2024
Fedefruta points to several possible factors. “It could be due to a pattern, the area, the microclimate, or related to a varietal issue and agronomic management,” the experts commented. According to them, the fruit drop could be part of a natural load adjustment.
06 Aug 2025
A Romanian study examines 39 wild cherry genotypes, evaluating phenotypic variability, nutraceutical qualities, and resistance. Results show a strong potential for new high-performance cultivars and enhanced genetic value in the European cherry industry.
02 Feb 2026
Chile’s cherry rootstock genetic program ends its final stage with field trials of ten clonal selections, tested against climate and pathogen stress. The project aims to improve productivity and sustainability in the central-southern region of the country.
02 Feb 2026
Tasmanian cherry production is set to grow by 15% in the 2025/26 season, with larger and sweeter fruit. With no fruit fly and fast air freight, exports are aimed at Asian markets, targeting strong sales around the Chinese New Year celebrations in mid-February.
