The Chilean cherry industry is, in every sense, one of the most successful stories in national agro-export over the past decades.[1] What began as a bet on a high-value product, demanding in terms of management and logistics, has evolved into a global-scale export platform. Chile has not only managed to expand acreage, production, and commercial sophistication; it has also succeeded in positioning cherries as one of the key symbols of its international fruit offering.[1]
Along this journey, China has been much more than just an important market: it has been the true engine of the sector’s expansion.[2] The combination of demand, scale, absorption capacity, cultural appreciation of the product, and alignment with the Lunar New Year has allowed Chilean cherries to find an extraordinary space for growth. In the 2025/26 season, cherries once again led Chilean fruit exports by value, reaching USD 2.602 billion FOB (approximately EUR 2.40 billion) between September 2025 and February 2026, with China accounting for around 87% of both value and volume exported.[2] These are figures that speak for themselves: without China, this sector would not be what it is today.
This point must be stated clearly, with a certain degree of strategic gratitude toward the market. The success of the sector is not explained merely by finding a large buyer; it is explained by the ability to build a deep commercial relationship with a sophisticated, competitive, and increasingly demanding market.[1][2] Chile has developed campaigns, logistics, commercial timing, and export expertise around a Chinese consumer who has rewarded not only volumes but also quality, presentation, and consistency. In other words, China has been decisive not only in expanding the business, but also in elevating it.
However, precisely because the sector has been so successful, it is now facing a new phase of competitive development.[3] The emerging consensus in specialized media and among industry operators is that the so-called “super cycle” of cherries is now behind us. This does not mean the end of the business; it means the end of a phase in which volume growth seemed almost automatically accompanied by exceptional prices and extraordinary returns.[3] The industry is entering a more mature, more competitive, and therefore more demanding phase.
From an economic and financial perspective, this transition is entirely natural within market dynamics.[4] When an industry experiences accelerated expansion, it attracts capital, increases planted area, involves new operators, and expands supply. As the market matures, competition intensifies and extraordinary returns tend to decline. The debate shifts from how much further growth is possible to how efficiently production, segmentation, positioning, and sales can be managed. At this stage, volume remains important, but margins depend far more on execution than on market enthusiasm.
This is exactly what the Chilean cherry sector is beginning to experience in concrete terms.[3][4] The market remains strong, the product retains exceptional quality, and China will most likely continue to represent the core of the business. However, the new scenario requires accepting that tighter margins are not necessarily a negative signal; they often represent a phase of sector maturity. And a mature industry is not driven by improvisation, but by strategy.
For this reason, the topic of diversification must be approached seriously, but also with balance and strategic vision.[5] Diversifying does not mean moving away from China, nor forgetting what this market has represented for Chile. Rather, it means better protecting the value that has been built. It means understanding that an industry operating at this scale can no longer rely exclusively on a single commercial outlet, one consumption window, or a single market calendar. Several sector studies and financial analyses highlight that market diversification and logistical efficiency will become increasingly decisive in sustaining profitability in the coming years.[5]
In this context, recent signs of a slight reduction in reliance on China should be interpreted as a step forward, albeit still insufficient.[2][5] Markets such as the United States, Europe, Korea, Taiwan, Southeast Asia, and even India are appearing more frequently in industry strategies. None of these, individually, will be able to replace the depth of the Chinese market, but together they can help reduce the industry’s vulnerability to demand shocks, calendar changes, logistical issues, or reputational dynamics.
In my view, the key challenge over the next four to five years will be precisely this: managing the transition of the model.[6] Some industry operators have pointed out that, without intervention, a potential oversupply in China could take between four and five years to rebalance, in a context where export volumes could continue growing toward 150 million cartons by 2030.[6] If this forecast is accurate, diversification is no longer a desirable option, but a strategic necessity.
What is needed is not alarmism, but long-term strategic vision.[5][6] The path forward is not to overreact or to downplay the importance of China, but to strengthen what already works while intelligently opening new commercial outlets. This implies more precise market segmentation, greater varietal discipline, attention to product quality and condition, improved logistics planning, stronger retail and promotional activities, and a more accurate understanding of each market’s capacity to absorb the product within specific time windows and value propositions.
Personally, I do not see the need for diversification as a new idea, but rather as a natural evolution of an already ongoing debate.[1] As highlighted in the study “El auge de las cerezas chilenas y el desafío del mercado chino,” published in 2024 with other researchers, the high concentration on a single market does not invalidate the success of the model, but makes it more exposed to potential commercial, logistical, or reputational disruptions.[1] Today, this observation appears even more relevant.
The conclusion, therefore, should not be pessimistic, but rather responsible and future-oriented. The Chilean cherry industry can and should be proud of what it has built together with China: a story of vision, work, investment, and execution capacity. However, every major export sector, once it reaches maturity, faces an inevitable question: how to transform a successful cycle into a sustainable platform over time.
In my opinion, the answer can be summarized in three simple actions: consolidate, diversify, and further professionalize. Consolidate the Chinese market, diversify destinations, and make every commercial, logistical, and production decision increasingly professional. It may not be the most exciting path, but it is probably the most solid way to ensure the sector’s future in the years ahead.[3][5][6]
[1] The 2024 ECLAC study, co-authored by Gonzalo Matamala with María Montt, Francisco Urdinez, and Ítalo Aguirre, describes the rise of Chilean cherries, the expansion of cultivated area, the central role of China, and the risks associated with high commercial concentration.
[2] ODEPA reported that between September 2025 and February 2026, cherries were Chile’s leading fresh fruit export by value, reaching USD 2.602 billion FOB (approximately EUR 2.40 billion) and 569 thousand tons, of which 87% was destined for China.
[3] In February 2026, Emol highlighted the end of the “super cycle,” with tighter margins and a lower likelihood of exceptional prices, in a context of increasing supply and market rebalancing.
[4] According to the OECD, more competitive markets tend to reduce extraordinary margins, bringing the sector back toward equilibrium conditions.
[5] Rabobank emphasizes that, with the growth of Chilean production, market diversification and logistical efficiency will become increasingly decisive factors.
[6] At the Global Cherry Summit 2025, Claudio Vial (Ranco Cherries) estimated that exports could approach 150 million cartons by 2030, highlighting the risk of oversupply and the need for a strategic transition toward new markets.
The opinions, analyses, and comments expressed in this column are of a strictly personal and independent nature and are intended to contribute to the industry debate. They should not be interpreted as official positions, corporate statements, or institutional representations of my employer or other organizations with which I collaborate.
Gonzalo Matamala Ortiz
Head of Fresh Produce in Asia, Frutara
Image source: Gonzalo Matamala Ortiz, Frutara
30 May 2024
‘Thanks to the protection, the cherries are safe, the number of treatments is 75% less than in the open field,’ says Moreno Morisi, ‘the quality is excellent and the production is without residues. And I have the guarantee of harvesting as much as budgeted’.
18 Jul 2023
On Thursday 29 June, an unprecedented technical event took place at the Sun Monticello Conference Centre: Cherry Tech 2023 brought together more than a thousand people who actively participated in the three masterclasses.
11 Aug 2026
Thermosonication improves postharvest storage of sweet cherries by reducing decay, weight loss and oxidation. The treatment preserves firmness, vitamin C and flavonoids, while strengthening antioxidant defenses and maintaining fruit quality for 12 days at 4 °C.
11 Aug 2026
The Jerte Cherry PDO closes a very positive season, with 5 million kg of cherries and 2.5 million kg of certified picota. High quality, new varieties and strong European sales reinforce the value and identity of the local cherry supply chain, protected by the Jerte PDO.
