The Chilean Cherry Committee, an entity associated with the Chilean Fruit Exporters Association (Asoex), has revealed that it is expecting total exports of fresh cherries from Chile to reach 100,000 tonnes this year.
As the second largest export market for Chile, North America is anticipating a 45 per cent increase in volume over the 2013/14 season.
To support this dramatic growth, the Chilean Cherry Committee is pursuing a targeted promotion campaign across the US and Canada, with increased funding earmarked for retail promotions.
“Thanks to an extraordinarily successful harvest, we’re going to see increased volume and promotions in North America,” said Karen Brux, North America managing director for the Chilean Fresh Fruit Association. “The Chilean Cherry Committee is committed to expanding the North American market for Chilean Cherries, and we have promotion funding available for retailers to make that happen. We’re in the process of meeting with retailers to confirm holiday promotions.”
This year’s strong harvest is great news for the Chilean cherry industry, which was hard hit in 2013 by a devastating freeze.
“The initial estimate for 2013/14 was 85,000 tonnes, but after the freeze, this dropped to 68,000 tonnes,' Brux added. 'With Chile on track to export at least 100,000 tonnes during the 2014/15 season, this is a significant step for the industry. It’s also great news for North American retailers who want to offer their shoppers a beautiful, premium, great-tasting fruit over the holiday season.”
Chile is the largest cherry exporter in the Southern Hemisphere, and the second largest exporter of cherries in the world. Fresh cherries from Chile are available in December and January, with export peaks expected from weeks 49-51.
The Chilean Cherry Committee is offering holiday-themed point-of-sale merchandising materials that encourage shoppers to 'bring home the cherry best.' Supporting recipes, images and other materials are available for both in-store and online marketing.
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