Chile is set to benefit from the terms of a new trade agreement with the EU which will lower tariffs gradually over the next few years on a range of fresh produce lines when it comes into force on Februrary 1.

But Bown also sounded a warning as next year sees the EU welcome 10 new members to the union. 'I don't think we are taking advantage of all the opportunities,' said Bown. 'SIf we get our foot in the door, it will be difficult to get us out. After that there will be 10 competitor countries that are very similar to Chile in their offer and very competitive,' he said.

The Chilean senate dragged its heels over ratifying the trade agreement with the EU so some early season products such as apricots have already missed out tariff advantages this season.

Meanwhile, Roger Manning, director of the association's European office, fresh from the association's success at Fruit Logistica in Berlin last week agreed more work is needed. 'This is a massive opportunity, but not all Chileans are used to targeting Europe,' said Manning. 'The doors really are open for Chile in Europe and they must make the extra effort. The Chilean government is keen to see an increase in exports from smaller companies as well as the established players.' This season sees some exciting developments with commitment from the major supermarkets to promotion and cross sector links between Chilean grapes and wine, for example. And Manning also takes on a new role representing Chile in Europe as ProChile's European adviser.

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