Tasmania confirms its position as one of the most dynamic origins in the global cherry landscape, closing the 2025/26 season with results that set a new benchmark for the sector. The Australian island reached export values close to $50 million (approximately €46 million) (around AUD 70 million, equal to roughly €43 million), according to data released by Fruit Growers Tasmania.
This achievement represents not only economic growth, but also clear evidence of the increasing international competitiveness of the local cherry supply chain.
During the season, more than 2,740 tonnes of cherries were shipped to international markets, marking a 31% increase compared to the previous year. A significant figure that, although slightly below historical peaks in volume terms, was more than offset by higher average prices.
It is precisely this balance between volume and value creation that enabled Tasmania to reach a new export revenue record, strengthening the premium positioning of its cherries.
The start of the season did not suggest such a positive outcome. Weather conditions, characterized by a cooler-than-average spring and early summer, slowed down ripening processes and delayed harvest timing.
However, this delay turned into a competitive advantage: the marketing window aligned with the Lunar New Year period, one of the peak consumption moments in Asian markets.
As highlighted by Peter Cornish, CEO of Fruit Growers Tasmania, the combination of favorable timing, high product quality, and reduced competition from Southern Hemisphere exporters in February created ideal conditions to maximize returns.
The real engine of growth remains Asia, which continues to absorb the largest share of exports. Hong Kong, Taiwan, China, and Vietnam together account for over 70% of the total.
Among these markets, Hong Kong stands out for regaining its position as the leading destination for Tasmanian cherries. This performance is also supported by a 168% increase in trade with China over the past year, reflecting strong demand and effective commercial strategies.
This scenario confirms how crucial positioning in Asian markets is for the profitability of the sector.
Despite its strong reliance on Asia, Fruit Growers Tasmania continues to prioritize diversification as a strategic pillar. Currently, Tasmanian cherries reach more than 18 markets worldwide, with the goal of further expanding international presence and reducing dependence on a limited number of key destinations.
Promotional activities have also played a key role: during the season, launch events and digital campaigns were organized, targeting both Asian consumers and Australian communities celebrating Lunar New Year.
Marketing initiatives have also delivered positive results in the domestic market. Traditionally, cherry consumption in Australia tends to decline after the Christmas period, despite consistently high product quality.
In 2025/26, however, social media campaigns helped sustain sales through January and February, reversing a well-established trend. According to Cornish, data shows very strong performance in the domestic market, which continues to be a key pillar for the sector.
Approximately 60% of total production is absorbed domestically.
The significance of these results is also emphasized by Nic Hansen, owner of Tasmanian Cherries and president of the association. Tasmanian cherries accounted for 61% of the national export value.
This is particularly noteworthy in an economic context marked by high production costs and increasing global competitive pressure.
Looking ahead, the main challenge will be maintaining this level of performance in an increasingly complex and dynamic international environment.
However, Tasmania appears well positioned: high quality, strategic production timing, and a clear market diversification strategy represent the key assets to consolidate its leadership.
In an increasingly competitive global cherry market, the Australian island continues to strengthen its identity as a premium origin, capable of capturing demand at key moments and turning climatic variables into commercial opportunities.
Source text and image: masp.lmneuquen.com
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