Chilean cherries under the spotlight at inaugural Chinese conference

Around 400 importers, distributors and fruit buyers, gathered in Jiaxing, China last week for the inaugural Cherry Conference 2023. The event was organised by Fruits from Chile and Guangzhou Jiangnonghui Market Service Management and sponsored by Jiaxing Fruit Market’s Haiguangxing Premium Fruit Trading Centre.

Charif Christian Carvajal, Fruits from Chile’s marketing director for Asia and the Middle East, said the purpose of the event was to analyse the growth of the cherry category in China, as well as the situation of the main suppliers of this fruit, headed by Chile, New Zealand and the US amongst others.

During the event, Fruits from Chile gave a presentation of the outlook for the 2023/24 cherry campaign, as well as an overview of its promotional campaign for the new season.

There were also presentations from Chinese analysts and importers on the growth potential of the Chinese market.

Claudia Soler, executive director of the Chilean Cherry Committee, said the marketing campaign will feature actions on social networks, online platforms, retailers, fruit stores, wholesale markets and work with the trade. It will run from mid-November to February, with the bulk of actions planned from the second week of January until the Chinese New Year, which this season falls on 10 February.

The committee has developed a three-year strategy for the Chinese market, which includes the first Cherry Conference; visits to wholesale markets; workshops and seminars in different secondary cities; visits to ports in line with the strategy of the port diversification committee; and participation in fairs such as the CIIE, where it will carry out joint activities with Chinese partners, such as the launch of Alibaba’s new cherry packaging.