The Chilean Cherry Committee has published its second estimate for the new season, which states that they expect the country will produce and export 316,184 tons of fresh cherries (63,236,847 boxes of 5 kilos). This figure is 38.3% higher than the volume exported in the 2019-2020 campaign and would mark a new record in Chilean fresh cherry exports.
The president of ASOEX, Ronald Bown, stated: “The cherry industry continues to grow in Chile. All producers and exporters are working harder and more responsibly, especially in the framework of the COVID-19 pandemic, to continue complying with the safety and health protocols of the World Health Organization and the Chilean Ministries of Health and Agriculture. We have designed manuals, guides, checklists, and videos on each of the measures that must be followed and complied with to ensure the health of workers, the safety of the processes, and the safety of our fruits. We have also planned actions to respond to an unforeseen event as quickly as possible.”
Promotions
This season, there will be promotional campaigns in India, Vietnam, and Thailand, as well as in the markets in which there were campaigns last season: the USA, South Korea, Brazil, and China, the main destination for Chilean cherries. In fact, a few weeks ago the first actions were carried out in Vietnam and Thailand, with a very good reception from fruit importers and distributors.
The 'Enjoy The Red Moment' slogan will continue to be used in China this season reinforced with the message 'Caring for Every Healthy Moment'. Ignacio Caballero, ASOEX marketing director, stated: “Our objective will focus on disseminating how healthy and safe Chilean cherries are, providing information on their health benefits. It is a valuable message for consumers. They'll know that the sweet and quality fruit they are consuming can improve their health, which means it can be consumed at any minute of the day or at any meeting or meal.”
Source: simfruit.cl