Chilean cherry exports are projected to fall by 10.5 per cent on last season following the rain and hailstorms that struck central Chile earlier this month.
The forecast, which was released by the cherry committee after its latest crop estimate on 16 November, gives an export total of 33.45m cartons (5kg), or 167,232 tonnes. This is a 7.1 per cent decrease on the original estimate for 2018/19.
The estimate was made with information from 54 companies that together accounted for 80 per cent of the export industry last season.
China will once again absorb the lion’s share of exports, and unlocking further growth potential in the market will be key as the season advances.
Having recently opened a new office in Shanghai with the aim of strengthening its presence in the Chinese market, the Chilean Cherry Committee, together with Asoex, recently unveiled a new and wide reaching consumer-focused marketing campaign for the 2018/19 season.
Under the slogan, ‘Enjoy your red moment’, the new campaign aims to build on last season’s record US$5m promotional drive by taking in a wider range of cities, wholesale market and retail outlets across the country.
An industry-wide effort that brings together Chilean growers and exporters, and the Chilean government, together with Chinese importers, distributors and retailers, the 360º campaign will feature outdoor media advertising and point-of-sale promotions across 65 cities over 39 days.
