- Some of the factors that were observed this season were the concentration of volumes, a greater number of ships, improved logistics, market diversification, and a Chinese market and consumer that rewarded larger sizes.
With a new record of exported volumes, the Chilean fresh cherry industry closed this 2022-2023 season, thereby consolidating Chile's position as the world's leading supplier of cherries.
In total, 415,315 tons were exported to the world, which meant a growth of +16,55% compared to the previous year. Cherries represent 24,83% of the total fresh fruit exported from Chile to date (April 3, 2017). 2023).
“This was, without a doubt, a very good season for our cherries, after two very complicated seasons. This season not only did logistics work better, but the weather also accompanied us to have very good quality. In addition, the release of COVID-Zero restrictions in China allowed people to leave their homes more freely, either to go shopping at the supermarket, wholesale markets or fruit stores, as well as to attend and enjoy the Chinese New Year celebration activities or travel to meet with their relatives. All of which allowed for increased consumption. There were many factors that came together very well and in favor of our shipments.”, said Ivan Marambio, president of ASOEX.
In agreement with this, Claudia Soler, manager of the ASOEX Cherry Committee, commented: “I would highlight that this season the fruit moved quickly, which is very important, especially in China, and that there was a distinction in prices in terms of size, that is, the largest sizes were rewarded. This makes it clear to us that the Chinese consumer is an informed consumer who rewards good products and punishes those that do not meet their expectations.”
The professional added that, regarding the promotional campaign, “This was quite successful, as we exceeded the goals we set for each of the promotional actions in China, the United States and Korea, where the objective was to deepen our presence and knowledge, while in Thailand, Vietnam and India the activities sought to open the market. In the specific case of China, where it accounts for nearly 891% of our cherry exports, the consumer was very eager to buy Chilean cherries. Perhaps the fact that they were locked up for so long made them want to pamper themselves and, in addition, they were willing to buy products such as cherries.”
Another important aspect of this campaign “It was, without a doubt, that logistics worked quite well, which allowed us to diversify ports in Chile and China, and thus reach other regions more efficiently and with a better product, such as secondary or second-tier cities, which is where we seek to boost greater consumption of our cherries. The importance that these regions are taking on in terms of consumption is an aspect that we must address. This is where we must strengthen our promotions to reach the volumes we expect in the future,” he pointed out.
However, although the season went well in logistical terms, “There are challenges that we need to address, for example, in Korea where there are still logistical issues to be resolved, to ensure that our fruit arrives in good quality and condition, which happened, in general, in all the other markets, and that made it easier for our cherries to move quite quickly,” he pointed out.
And when it comes to challenges, the expected growth in both production and exports forces us, as an industry, to think about its future, where, for example, phytosanitary protection is one of the variables.
Cherry is one of the fruit trees with the highest growth in planted hectares in the country. Today, the hectares have almost doubled compared to 2019, reaching 61,559.15 ha (estimate of the 2022 Fruit Cadastre). While in the 2019 Fruit Cadastre, the estimated hectares reached 38,391.8 ha.
A milestone in container handling was marked
Other relevant aspects of the cherry export season, highlighted by Soler, relate to a strong concentration of volume, "We managed to get through this, but we need to keep an eye on it for the following years, in which we expect a greater quantity of fruit. It is important to highlight and celebrate the work of the Chilean cherry sector, thanks to which we were able to send the fruit in compliance with the times and conditions to each of the destination markets."
More than 5,000 containers were moved during the deadline week. A major achievement that was achieved thanks to the coordination of the logistics chain, where port diversification was key.
The Committee
Regarding the work of the Asoex Cherry Committee, the agricultural engineer highlighted the work it carries out in technical and quality matters. The latter refers not only to working on the quality of the fruit itself, but also, for example, to the homologation of the labelling, which facilitates the purchase of the product by standardising its description in terms of size and colour.
“I believe that our promotional actions, whether to deepen our participation or to open new markets, are key, and must be part of a consistent and long-term effort to build our brand equity. Developing the “Cherries from Chile” category, achieving a premium positioning of it, so that the consumer knows that when buying this product, it is a consistent and high-quality product.”
Better Logistics
Iván Marambio highlighted the work carried out by Asoex, together with its Cherry Committee, to ensure normal logistics and greater port diversification for shipments in the 2022-2023 season.
He added: “This season, more Cherry Express ships left for China, and cherries also left on Blueberry Express ships from the port of Coronel bound for the port of Gloucester in the United States. This service was not only the first of its kind for the season, but it also allowed the fruit to be delivered in 12 days, diversifying both the ports of departure and arrival. An example of this is that arrivals of Chilean cherries to the port of Gloucester increased by 1,041 TP3T compared to the 2021-2022 fiscal year, consolidating itself as the main port of entry for Chilean cherries in the United States, with the reception of 6,549 tons.”
Until the Chinese New Year alone, 30 ships were counted leaving Chilean ports with fresh cherries. “This, plus the diversification of the ports of departure and entry, for example, in China, allowed us to partially unblock the concentration that existed and to be able to get the fruit out. At this point, it is important to highlight the joint work between Asoex, the Committee and the different actors in the logistics chain, to successfully achieve this milestone.”
Claudia Soler also highlighted the efforts made by the Committee and Asoex in terms of logistics. “This season, we celebrate the arrival, for the first time, of a “Cherry Express” to the port of Dalian in China. Within the framework of this, ASOEX signed a Memorandum of Understanding (MoU) with the operator of the port of Dalian, Liaoning Port Group, with the aim of working cooperatively to improve the import of Chilean cherries and other fresh fruits in northeast China.”
The manager of the Cherry Committee also highlighted the efforts of importers, distributors, exporters and other actors in the logistics chain. “All these efforts allow us to preserve the quality of the fruit, reduce costs, logistical delays, and deliver fruit with the quality, condition and freshness that consumers expect,” hill.
Exported Volumes and Markets
In terms of destination, the three main countries for Chilean cherries were China, the United States and South Korea.
In terms of markets, the Far East remained in first position with 382,443 tonnes, consolidating a share of 921 TP3T in total Chilean cherry shipments, reflecting, in turn, an increase of +16,081 TP3T compared to the 2021-2022 campaign. The main markets on the Asian continent were: China 364,314 tonnes (+16,311 TP3T increase), South Korea with 6,546 T (-5,131 TP3T), and Taiwan with 6,426 T (+7,141 TP3T).
North America (USA and Canada) is the second market, where 18,894 tons were shipped. The United States received 17,820 tons, which reflected an increase of +39,89% compared to the previous year.
Thirdly, Latin America is located, with shipments that also reflect an increase of +39,681 TP3T, reaching 9,086 tons, with the main destinations being Brazil with 431 TP3T of the total sent to Latin America and an increase, compared to the previous campaign of 46,481 TP3T; Ecuador (311 TP3T and +26.17 increase), Bolivia and Mexico (71 TP3T each, with an increase of 15,871 TP3T and 105,421 TP3T, respectively).
Europe is ranked as the fourth destination with 4,612 tons of fresh Chilean cherries received, showing a decrease of -25,99%. “The decline in European markets is explained by logistical problems, especially in the main ports for our cherries, such as England and Holland, which saw decreases of 271 TP3T and 451 TP3T, respectively. In addition, the inflation that has hit Europe has been significant, affecting the consumption of imported fresh products, such as our cherries.”
Finally, the Middle East received 278 tons, an increase of 1,461 TP3T compared to the previous year. In this continent, the main destinations are Saudi Arabia and the United Arab Emirates, with 551 TP3T and 451 TP3T of the total sent to the Middle East.
