Taking stock of the situation in Chile: an interview with Claudia Soler, Executive Director of the Chilean Fruit Cherries Committee

The distinctive combination of size, firmness, turgidity, brightness, colour, sweet flavour and juiciness of cherries grown in Chile has contributed to their identification and preference as a differentiating product in the seasonal fruit offering.

Claudia Soler, Executive Director of the Chilean Fruit Cherries Committee (formerly Asoex), highlights the changes in varieties, pointing out that Lapins is currently the variety with the highest production volume, however, Santina is expected to have the highest production and export in two to three years, which would mean that the production peak would be brought forward and the production curve would flatten due to these changes.

What is the current situation in the sector and what are your projections, and are the problems only due to climatic factors?

Unlike last season, in which we were challenged by Covid-19, as we still had important logistical issues, this season what kept us on our toes was the weather, which was not as benign as in season 22/23 (some cold weather during the winter and spring rains).

Therefore, during this season, it was very difficult to make export estimates due to the impact of this situation on the first fruits and the delay that was observed during the season. A priori, we should expect an export level of about 70 million crates, although this is a developing estimate.

"It is important to note that ours is a mature industry," says the expert, explaining that cherry growing has undergone significant modernisation in recent decades, including the introduction of new rootstocks, modern pruning systems and advanced technologies to cope with climate change, such as nets, tunnels, greenhouses, roofs, pots, improved soil fertility and the use of bumblebees.

"Today, there are technologies in processing plants that can even detect defects inside the fruit. This sorting technology helps to ensure the quality and consistency of the product," she says.

"Producers and exporters know how important quality is and excellent quality cherries are exported," he continues and comments that for several years they have been working as the Chilean Committee for Fruit Cherries with recommendations/guidelines on quality, which shows the sector's focus on quality.

"These guidelines are strengthened every year, both for producers and exporters," he points out and recounts that, as leaders in the category, they carry out annual promotion programmes in China, the United States, Korea, India, Vietnam, China-Taipei and Thailand, in which they seek to increase the consumer base, bringing new consumers into the category and increasing the frequency and purchase basket of those who already consume Chilean cherries.

The strategy is to increase penetration in current markets and to diversify into other markets. The Committee has drawn up a three-year strategy, which is a roadmap to meet future challenges, especially with regard to increasing production and, therefore, fruit exports from the hectares that are being formed and are expected to come into production in the next three years,she says.

What is the state of competition on the world market?

Chile leads the southern hemisphere's exports, accounting for over 96% of supply. Other players are Argentina, South Africa, New Zealand and Australia. While there are common efforts for growth, there are climate challenges that affect everyone equally'.

This is the case, for example, with Argentina, which saw a delayed season this year, as did Chile. South Africa was affected by snow in some areas, cold weather during the flowering period and small heat waves. In addition, growers in South Australia had some of the worst harvests in recent years, mainly due to storms before Christmas.

What is the reality of cherries in Peru and Mexico?

Chile is currently the largest cherry exporter in the world, with over 400,000 tonnes of shipments in 2022-2023, which show a growing trend. Mexico produces mainly in two areas, Chihuahua and Puebla, with volumes of about 155.70 tonnes (according to Mexican government information).

It is a producer in the northern hemisphere, thus in counter-season to Chile, and is not a relevant competitor for our sector. As far as Peru is concerned, we know that there are evaluation projects to identify areas that meet the requirements of the cherry tree for its development (especially the chilling hours).

What were the results of cherry production in Ovalle and the northern part of Chile?

The results of cherry production in northern Chile were positive, as they generated a diversification of the Chilean cherry supply, reaching the nearest markets, especially China. During the 2022-2023 season, 560 tonnes of fresh cherries were shipped from the Coquimbo region, registering a 15% increase over the previous period. Asia accounted for 92% of the total, with China as the main destination, while 8% went to Latin America.

The quality of the Chilean cherry and its deliciousness have made it the fruit of choice in Asian markets, especially in China, but the cherry industry is diversifying its market and has found the same good reception in other parts of the world, as consumers immediately appreciate the consumption experience.

Source: Blueberries Consulting

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