Chilean Cherry Committee Releases First Export Estimate for 2023/24 Season: Over 95 Million Cases

In its first official forecast for the 2023/24 season, the Chilean Cherry Committee of the Chilean Fruit Exporters Association (ASOEX) has estimated that Chilean cherry exports will reach 95,412,863 cases (477,000 metric tons at 5 kilograms per case).

The announcement noted that this season’s cherry production is particularly difficult to predict owing to adverse weather. According to Iván Marambio, president of ASOEX, “Although the new forecast shows a 15% increase in shipments compared to last season, we must keep in mind that shipments are constantly changing given the climatic issues we are facing, and we will revise the figures as the season progresses. What is certain is that we will continue to deliver cherries of excellent quality, size, and flavor around the world to ensure that consumers can enjoy them, especially in China, our main destination.”

According to Claudia Soler, executive director of the Chilean Cherry Committee, “We have never had such a difficult season to estimate, as yields vary from week to week. Neither the impact of recent rains nor adjustments for late fruit sets and abortions in fruit development are reflected in the first estimate. And therefore, the committee will deliver a new forecast at the end of November.”

Soler added that production and exports should continue to rise as more cherry trees in Chile go into production over the next four seasons. By the 2026/27 season, Chilean cherry production is projected to hit 851,000 metric tons, which would represent double the volume registered for the 2021/22 season, while the export volume is expected to reach 715,000 metric tons, which would be another record.

Soler further stated that this season’s peak should arrive in week 51. In 2024, Chinese New Year will fall on Feb. 10, almost three weeks later than last year, allowing more time for the Chilean cherry industry to prepare for its shipments to China.

To effectively promote sales in the Chinese market, ASOEX has visited various cities and met with numerous importers and retail representatives. Moreover, workshops have been held in Chengdu, Beijing, Wuhan and Guangzhou to provide industry representatives with details of the upcoming promotional campaign.

This season, ASOEX will try to tap into the consumption power in lower-tier cities while continuing its efforts in existing cities. Wuhan, Hangzhou, Chengdu and Qingdao will serve as key focal points to reach new consumers in the surrounding areas. This year’s promotional activities for cherries will focus on happy moments in the lives of consumers, such as enjoying meals and treats and exchanging holiday gifts, in an attempt to foster deeper bonds with consumers. The concept of “a bit of happiness to my life” will be conveyed to consumers via online and offline engagement as well as the integration of social media and point-of-sale promotions.

Images: ASOEX