Unity and shared strategy: Chile’s recipe for cherry export success in 2025/26

19 May 2025
1012

Alejandro García-Huidobro (Prize): "We need inclusive governance and market diversification to face the future"

During the recent Global Cherry Summit held in Chile, Alejandro García-Huidobro – founder and CEO of Prize, one of the country’s leading cherry exporters – called on the entire sector to work in synergy to effectively face the challenges of the 2025/26 season.

A united supply chain

In an interview with the Frutas de Chile association, García-Huidobro emphasized that the future of Chile’s cherry industry depends on a shared strategy that includes all players in the supply chain, from growers to exporters.

“It is essential to focus on fruit varieties that generate less value. Success will depend on the industry's ability to present a united front: the decisions we make – which must be dynamic – will only be effective if supported by proper representation and concrete goals,” he said.

Renewed governance

Looking ahead to the next season, García-Huidobro stressed the need to overcome individualistic dynamics in favor of collective action: “We are facing a real ‘prisoner’s dilemma’. If we cooperate on elements such as size standards or quality benchmarks, it will be a sacrifice for everyone, but it will put us in a much stronger position.”

For this reason, he advocates for a new governance structure for the Chilean Cherry Committee that fully includes producers as well as exporters: “Only in this way can we reach 100% of the sector and make truly effective and shared decisions.”

Growth and diversification

According to Prize's CEO, the 2025/26 season will feature more moderate growth compared to previous years. His company has in fact decided not to further expand the cherry-growing area, which today represents less than 15% of the production portfolio.

“We have no new orchards coming in, so our growth will follow the industry average, around 6%. Five years ago, we started a diversification strategy toward other countries, and today we can face the future with peace of mind and optimism.”

Beyond China

Despite the centrality of the Chinese market – which currently absorbs the bulk of Chilean exports – García-Huidobro believes that gradual diversification is both possible and necessary: “If we do a good job, we could reduce China’s share to 80% (about €75 million in estimated value) over the next five years. The issue is that growth has been too fast: the industry’s volumes have increased by 50%.”

This growth has highlighted logistical and quality weaknesses, but also untapped potential: “If we had maintained consistent quality and logistics standards with 80 million boxes exported (about 36 million kg), we would be talking about a success today. The positive side? The solutions are in our hands.”

Text and image source: fruitnet.com


Cherry Times - Tutti i diritti riservati

What to read next

Netherlands gets first greenhouse-grown cherries from Spain

Markets

12 Apr 2024

"Cherries are scarce from week 12 to week 17, during which they are not available worldwide," says Lucien Ruiter of Van Ooijen Citrus in Ridderkerk. "Greenhouse cherries from our Spanish supplier fill this gap."

Ñuble cherries: the new INIA technical bulletin for quality and exports

Tech management

22 Jul 2025

A new INIA bulletin helps cherry producers in the Ñuble region to improve quality and preservation along the supply chain, all the way to exports to Asian markets. A concrete opportunity to address the growth and challenges of Chilean exports 2024-2025.

In evidenza

Jujuy leads the way: South America's first fresh cherries harvested in September

Production

07 Oct 2025

On September 30, the first fresh cherries of the season were harvested in Jujuy, Argentina. This historic milestone opens a new production window for export, thanks to advanced agronomic practices, ultra-early cherry varieties, and unique microclimate and ideal local conditions.

Corette rootstocks: the new frontier of modern high-density cherry growing

Rootstocks

07 Oct 2025

The new Corette rootstock series is reshaping cherry cultivation: rusticity, heat and drought resistance, and adaptability to high-density orchards. Cass, Crawford, and Lake offer earliness, fruit quality, yield, and sustainability for a truly competitive cherry future.

Tag Popolari