During the recent trade mission to Southeast Asia promoted by ProChile, Chilean cherries reaffirmed their central role in the export strategy towards ASEAN markets. Leading the fruit sector was the Comité de Cerezas de Frutas de Chile, represented by executive director Claudia Soler, who emphasized the importance of Thailand as a growth platform for the entire industry.
"This mission organized by ProChile allowed us to further connect with key players in the local trade: importers, retail chains, and buyers interested in our cherries," explained Soler after a series of meetings held in Bangkok.
She recalled that over 2,200 tons of Chilean cherries were exported to Thailand last season, a market that, in her view, "still has great potential to be unlocked."
During the visit, the delegation explored wholesale markets, retail stores, and logistics hubs dedicated to imported fruit, with the goal of preparing for the 2025–26 season.
The work focused on identifying new business opportunities and enhancing the value of Chilean cherries in ASEAN markets, which also include Vietnam and Indonesia.
Charif Christian Carvajal, Asia Marketing Director of Frutas de Chile, highlighted how direct contact with local importers is “essential to understand market needs and improve the effectiveness of our offering.”
He noted that, in addition to Thailand, Vietnam (4,400 tons) and Indonesia (2,200 tons) also represent strategic outlets for Chilean cherries.
The joint work with the Servicio Agrícola y Ganadero (SAG) is also yielding results on other fronts: efforts are underway to open Vietnam to kiwifruit, blueberries, and air-shipped cherries, and the official entry of Chilean citrus fruits into Indonesia is being celebrated.
The mission took place as part of the ASEAN tour organized by ProChile and included the participation of the Undersecretary for International Economic Relations, Claudia Sanhueza, and ProChile's Director General, Ignacio Fernández, along with representatives of the Chilean Embassy.
The opening event, the First Chile–ASEAN Business Meeting held in Bangkok, celebrated the 10th anniversary of the free trade agreement between Chile and Thailand.
The program continued with B2B meetings between Chilean exporters and regional importers, where cherries confirmed their status as a flagship product of Chilean exports to Southeast Asia.
Source: agendalogistica.cl
Image source: Opia
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