"Our main objective is to continue promoting the diversification of the export basket, with more different products and services, more added value, and reaching more international markets. This strategy, based on public-private collaboration, seeks to position Chilean products in increasingly demanding markets with new consumption trends," stated Germán Vergara, ProChile's commercial director in Germany.
"ProChile and Frutas de Chile (the trade association representing the country's fruit sector) work together to promote Chilean fruits in international markets. They work on sectoral campaigns such as the one carried out under the Frutas de Chile brand, which receives support to participate in fairs and develop marketing strategies," Vergara explained.
Chile's main products include fresh fruits and nuts. In the fruit segment, cherries, apples, citrus fruits, and avocados are in high demand in international markets. "95% of Chilean cherries are exported to China. Europe has a smaller but growing share," Vergara said.
According to the most recent export data, fresh blueberries account for 74.78% of the total FOB value share, followed by fresh avocados (11.46%) and fresh cherries (8.98%). There was also a significant growth in fresh pear exports, with a 453.4% increase. However, fresh grape exports fell by 48.2%, indicating the need for new strategies to recover its presence in the international market.
The strategic markets for Chilean fruit are in constant evolution. Germany and the United Kingdom are the main export destinations, with a 17.25% and 19.22% share, respectively. However, markets such as Switzerland (517.6% growth) and Ireland (394%) are showing a notable increase in demand for Chilean produce.
"Remoteness is a logistical challenge, especially for fresh fruit, as the longer the transit time, the more problems there are. Despite these challenges, Chile has made significant progress in terms of trade agreements and health protocols that facilitate access to new markets. One example is the recent signing of the Systems Approach protocol for grape shipments to the United States, which reduces export costs and times, giving it a competitive advantage over other countries", Vergara explained.
"In Europe, there is a preference for healthy products with designation of origin, in addition to sustainable production. Chile, with its strategy of modernizing the trade agreement with the European Union, is positioning itself as a reliable supplier in this sense," Vergara added.
ProChile is developing various promotional strategies, including participation in fairs such as Fruit Logistica and BioFach, to strengthen the presence of Chilean fruit in markets such as Argentina and other countries in the region. These platforms allow Chilean exporters to generate contact networks, learn about the buyers' demands, and strengthen the country's image.
"Thirty years ago, Chile was focused on copper, and we have been diversifying our export basket. Now the challenge is to export raw materials and products with greater added value," Vergara stressed.
For more information:
Germán Vergara
ProChile in Germany
Tel.: +49 30 726 203730 / +49 176 636 56110
Email: gvergara@prochile.gob.cl
www.prochile.gob.cl