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
06 Dec 2024
A study analyzed 10 sour cherry cultivars focusing on varietal characteristics, climatic factors, and fruit and stone weight. These data highlight significant variability among the cultivars and underscore the importance of genetic and environmental factors.
18 Apr 2025
Spain and China have signed a phytosanitary protocol that opens the Chinese market to Spanish cherries for the first time. A strategic agreement offering new export opportunities, with high standards in quality, traceability, and mandatory cold treatment.
10 Oct 2025
A field study in Chile on Lapins cherry trees reveals that spur thinning does not always improve fruit quality but can significantly affect vegetative growth. In-depth analysis on yield management, leaf area ratio, and seasonal climatic conditions in modern orchards.
10 Oct 2025
The Chilean cherry industry aims for 120 million cartons of high-quality cherries. Focus on reputation, alternative markets beyond China, and growth in Europe and the United States. Claudia Soler outlines the strategy to enhance the consumer experience and strengthen global expor
