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
25 Apr 2024
‘We had the first harvest on 13 April and today is the third,’ says Ilyas Coşkuner, a local producer. ‘We are optimistic about both the yield and market prices. The 30 kg of cherries belonging to İlyas Coşkuner were bought at the symbolic price of 500 lira per kg.
24 Oct 2023
The rootstocks obtained by in vitro methods resulted in a higher percentage of plants. The percentage of grafted plants was higher when 'Pi-ku 1' or 'Gisela 5' rootstocks were used, even though the height of the plants was reduced.
24 Jun 2026
At Michigan State University in the USA, SWIR hyperspectral imaging detects pits in cherries intended for industrial processing with up to 100% accuracy. The non-destructive method supports faster, more reliable quality control on modern automated production lines.
24 Jun 2026
Tasmania’s 2025-26 cherry exports reached nearly $70 million, with more than 2,740 tonnes shipped overseas. Hong Kong regained the top spot, while strong quality, higher unit prices and Asian demand strengthened the state’s cherry industry and global market position.
