Newsletter 182 – 03.11.2025
Once again Chile, with exports of 625,000 tons, exceeded all expectations and its previous records. This season, the increase was very marked: it exported 50% more than in the previous two seasons and 80% more than the average of the previous five years. Despite this achievement, the campaign was quite dissapointing. It got off to a good start during the first few weeks, and many markets received a satisfactory response. But as the season progressed, the situation became more complicated. The Chinese market, on which more than 90% of the business depends, did not react as expected. Prices were lower than in previous years, especially for categories that did not meet the high standards of Chinese consumers. In addition, the campaign ended in great misfortune, when a ship malfunction led to the destruction and loss of 1,300 containers of fruit. China's final figures will not be as expected, being rather low compared to other years. These events reactivated the need to look for other markets.
USA
It is increasingly emerging as the second most important destination. This year, it received 24,000 tons from South America, 40% more than in 2023/24. Significant work has been done in this market to establish cherries as a special fruit during the northern winter, emphasizing special events such as Thanksgiving, Christmas, New Year's, Valentine's Day, and the Super Bowl. However, advertising also encourages their consumption during non-holidays. To this end, suppliers worked with large retailers to provide shelf space, run numerous advertisements, and provide opportunities for in-store promotions. Among the advantages of this market, it accepts medium-sized products that are no longer appreciated by the Chinese (e.g., Jumbo). Furthermore, the campaign can be carried out more smoothly, without strong ups and downs, and does not depend on a single date, as is the case with China. Added to this is the fact that Chile and Argentina have strong commercial ties with importers, as they already market other fruits.
Asia: South Korea, Taiwan, Vietnam, Thailand, India
Asia (excluding China and the Middle East) received approximately 20,000 tons from South America, to which must be added an additional 5,000-7,000 tons from Australia and New Zealand. After China, it is the region that generates the most expectations. This is due to its large population, being the most populated in the world: India with 1,425 million, Southeast Asia with 672 million, and the Far East (excluding China) with 235 million inhabitants. A growing middle to upper class is emerging in the region, with good purchasing power, and they seek to diversify their diet. Furthermore, a significant population of Chinese people lives in almost all of these countries. The influence of Chinese culture is strong, with Chinese New Year's and other festivals being celebrated. Here too, cherries are seen as something special, given for special celebrations (e.g., Lunar New Year, weddings in India) or as a luxury enjoyed occasionally. The prices paid are usually attractive, higher than those charged on other continents.
Europe
Unlike other fruits, Europe is not an attractive destination for off-season cherries, so purchases relatively low volumes. In the current season, they received 6,600 tons from Chile and 1,900 tons from Argentina. Within Europe, half is sent to the United Kingdom, followed by Spain, the Netherlands, and Germany. The problem here is that cherries are associated with spring and summer; and outside of this period they are hardly consumed. Nor are they considered a special fruit, which is why people are reluctant to pay premium prices. Another problem is that their consumption is showing a downward trend, with other fruits such as berries being preferred. This year, for the first time, numerous ads were observed in Germany. Typically, these promotions are only held during Christmas week; but this year, they were extended throughout January. This is an attempt to extend their campaign and promote their consumption during the off-season.
Latin America
The proximity of these countries to Chile and Argentina, along with the lower quality, size, and packaging requirements, make them an attractive market for fruit that cannot be shipped overseas. Chile exported approximately 9,400 tons to this region. Almost half went to Brazil. Ecuador (2,500 tons), Mexico (1,100 tons), Argentina (550 tons), Bolivia (320 tons), and others are the next most important. It is seen as a special fruit, of a higher quality than the fruits typically offered. Interest is centered around the end-of-year holidays. Outside of this period, sales are very low. The lower standards are offset by the fact that prices are lower than those registered in overseas destinations.
