Campaign supported by extensive promotional activities in key strategic markets
Chile exported 397,417 tonnes of fresh citrus in 2024, slightly less than the 399,824 shipped during the previous year, according to the Chilean Citrus Fruit Committee.
The US was the top market, taking 98 per cent of Chile’s clementine shipments, 95 per cent of mandarins, 93 per cent of oranges and 63 per cent of lemons. Japan and South Korea are also important lemon markets, taking 21,000 tonnes and 10,200 tonnes respectively.
“The beginning of the 2024 season was marked by the impact of the drought on citrus fruits, especially in Region IV. The rains that occurred during the season began after the average start of the clementine harvest, which affected the yield of this species,” said the committee’s executive director, Monserrat Valenzuela.
Once again, the committee carried out promotions in key strategic markets. “The supply and demand profile has changed significantly, with availability of citrus fruits 365 days a year feeding growing demand during the Northern Hemisphere summer,” Valenzuela noted.
“Last season we launched a solid digital marketing campaign. Posts were made on Instagram (@fruitsfromchile), as well as on TikTok and Facebook, where contests are held to encourage consumption, videos of creative and healthy recipes using Chilean citrus fruits are shared, but also videos of the production and export stages of citrus fruits in Chile are shared.
The marketing campaign sought to highlight Chile as a reliable supplier of citrus, with an industry committed to sustainability, technology and innovation.
In Japan, the second most important market for Chilean lemon exports, the campaign was mainly aimed at importers, the retail sector and specialised media.
“And every season, visitors are invited to an activity in which a specialised chef makes different preparations with Chilean lemons. In addition, a presentation is held where attendees receive relevant information about the distinguishing characteristics of the Chilean lemon and a video is shown showing the production and export chain and the high technology involved,” Valenzuela said.
