Alejandro García-Huidobro (Prize) and Antonio Walker (SNA) have issued a call to the Chilean cherry industry: greater internal cooperation and openness to new markets are needed to ensure sustainability and growth.
The Chilean cherry export sector stands at a crucial crossroads. Alejandro García-Huidobro, founder and CEO of Prize—one of the country's leading exporting companies—sent a clear message at the recent Global Cherry Summit in San Francisco de Mostazal: more unity among supply chain players and a shared strategy to diversify markets are needed, starting with the 2025/26 season.
“We must focus on the fruits that generate the most value. Success will depend on a 100% united industry, one that is fully represented and able to implement common goals,” said García-Huidobro, emphasizing the need for collective and coordinated action.
Referring to the upcoming season, he spoke of a real "prisoner's dilemma": if all stakeholders cooperate—such as by adopting shared standards on size and quality—there will be an initial sacrifice, but the outcome will benefit everyone. In his view, a new governance structure for the Chilean Fruit Cherry Committee is crucial, one that gives voice not only to exporters but also to growers.
For Prize, growth in 2025/26 will align with the industry average, estimated at around 6%. “We don’t have any new orchards entering production because five years ago we chose to diversify our investments in other countries. Today, we can look to the future with calm and optimism,” García-Huidobro stated.
On the topic of market concentration, particularly in China, he added: “If we do things right, we could increase China’s share to 80% within five years. But it’s the volume that has challenged us: a 50% increase in just a few years has exacerbated issues related to quality, logistics, and commercial conditions. It’s time to shift gears—and the good news is that the solution is in our hands.”
Antonio Walker, president of the Sociedad Nacional de Agricultura (SNA), also stressed the importance of industry cohesion, while highlighting the vast untapped potential in China. According to Walker, many Chinese consumers are still unfamiliar with cherries, making it essential to invest in promotion.
But not just Asia: “We must also target Latin America, Europe, and the United States. The ASEAN region, with its 700 million inhabitants, is a strategic area, as are the Middle East, North Africa, and India, where we are already building promising relationships,” he added.
Walker concluded by noting that the cherry sector accounts for 50% of Chile’s fruit export value, generating over US$3 billion (around €2.76 billion) annually, with 80,000 hectares planted and around 350,000 jobs. For this reason, he called for stronger public-private cooperation.
“The future of cherries does not depend on markets, but on us. If we improve the quality and condition of the product, we can face any challenge. The Ministries of Agriculture, Finance, Economy, and Foreign Affairs must be strategic partners in supporting an industry that has a strong social impact in Chile’s rural areas,” he concluded.
Text and image source: eurofruitmagazine.com
05 Mar 2024
This season was characterised by fruits of good size, texture and flavour. However, the varieties most affected by the weather were the early varieties, says Masman, who points out that in cold conditions, Santina was the most affected variety.
22 May 2025
In Puglia (italy), cherry production has collapsed by up to 100% in some areas due to frost. Coldiretti calls for a state of calamity and denounces record prices in Milan. Alarm for foreign imports, need for PGI protection and relaunch of the local cherry production chain.
13 Jan 2026
Aqueous spot in Burlat sweet cherries in Spain reduces fruit quality and market value. Research from the Jerte Valley shows physiological damage, pigment depletion and a visible–NIR optical signature that enables non‑destructive detection of affected fruit.
13 Jan 2026
The 2025 cherry season in the Pacific Northwest saw high prices and excess volumes. At Yakima's Cherry Institute 2026, the industry gathers to discuss strategies, market dynamics, export challenges and future crop timing. A turning point for U.S. cherry growers.
