Despite a complex season in terms of pricing, Chile’s cherry industry is gearing up for new global challenges: quality, logistics, and promotion will be the pillars of its future growth.
During the Global Cherry Summit 2025, the key event for Chile’s cherry sector held at Arena Monticello near Santiago, Claudia Soler, Executive Director of the Chilean Cherry Committee, provided a detailed overview of the season just ended. The event welcomed around 2,000 industry professionals, both local and international.
A record-breaking season, but with narrow profit margins. According to the data presented, exports of fresh cherries reached 626,014 tons (equivalent to 125.2 million boxes), marking a 51% increase compared to the previous season. China reaffirmed its role as a key market, absorbing 91% of the total volume.
However, despite the record volumes, the campaign ended with a drop in prices and lower-than-expected profitability. Soler explained that the main challenges were related to logistics issues, quality management, and a series of fake news stories circulating in Chinese media, which undermined consumer trust.
The industry’s response: doubled investment. Anticipating production growth, the Committee had already planned a significant increase in promotional spending: over $7.3 million (approximately €6.8 million), more than twice the previous season’s investment. Campaigns focused on major Chinese cities, with growing attention to second-tier cities where Chilean cherries are still perceived as a premium product.
Claudia Soler, executive director of the Chilean Cherry Committee.
Extensive promotional activities – including social media, e-commerce platforms, billboards, official mascots, and retail partnerships – reached 139 million consumers, increasing market penetration from 33% to 40%.
Diversify to avoid dependency. The need to expand beyond the Chinese market is increasingly evident. As Soler explained, no other country can currently absorb the same volumes. However, the Committee continues to work on alternative markets in Asia, Europe, and the Americas with a gradual and sustainable approach.
In Europe as well, interest in off-season cherries – such as those from Chile – is growing, especially within the premium segments of the retail sector in Germany, France, and Italy. However, competition from Turkey and Spain imposes high standards and the need for optimal quality and logistics management.
Future priorities include:
“Cherries have become a true ambassador of Chile around the world,” concluded Claudia Soler. “We still have a long road ahead, but we are ready to grow together as a united industry.”
Source: portalfruticola.com
05 Jul 2024
Protecting intellectual property is key to maintaining competitiveness and sustainable growth. Registering brands and packaging in key markets such as China not only protects intangible assets, but also enhances product reputation and quality.
08 Nov 2023
Peruvians face several challenges, but according to Gerd Burmester, director of Vecs Peru, there are several reasons for this negative result, but the main one has to do with the selected varieties, which are not adapted to the country's climatic conditions.
30 Jun 2025
In Lebanon, cherry farmers and agri-SMEs from the Bekaa Valley and Mount Lebanon are receiving ILO-supported training to meet EU compliance standards. The initiative aims to boost certification, strengthen value chains, and improve access to international export markets.
30 Jun 2025
Jealous Fruits forecasts an excellent 2025 cherry season in British Columbia: harvest begins in July with premium varieties like Regina, Sovereign, and Kordia. A 30–35% increase in late-season production is expected thanks to ideal growing conditions throughout the season.
