The Chilean cherry industry is getting ready for a new season with better calibers and quality, after a past campaign marked by high volumes and difficulties in selling the fruit. Sergio Rojas Espinoza, general manager of La Consentida, says that this year they expect to reach around 150 million boxes, which is about 15 to 20 million boxes more than in the previous season.
"After an atypical year, the sector took measures to mitigate the problems we are facing. Some of the measures adopted include discarding orchards with lower productivity and the intensification of pruning, seeking to obtain fruit of better calibers and greater sweetness. Given the recent supply and demand figures reported at international fairs, some growers have also started grubbing up orchards that are not as early, which will have an impact on the number of boxes eventually available for China. Nevertheless, it is estimated that the total volume should remain similar, or even be slightly greater than that recorded last season," says Rojas.
One of the main challenges this season is to avoid saturation of the Chinese market, the main destination for Chilean cherries. To this end, the sector has promoted the opening and consolidation of new markets. "China remains a priority, but we need to diversify. We are already shipping between 8% and 12% to Europe, and this percentage could increase. In addition, around 5% of production will go to India, a very attractive market due to its size and consumption potential," says Rojas.
However, gaining access to new destinations is not an easy process. "Due to the prices per kilo and direct competition with other countries, commercial strategies have to be reconsidered, especially in Europe, where profitability is lower than in Asia. In the case of India, it is a relatively new market that will require exporters to learn and gain experience," he says.
As far as varieties are concerned, the industry continues to opt for more resistant and better-performing options, such as the Kordia, which has shown excellent results. However, for Rojas, the focus is not on improving the fruit's genetics, but on efficiently managing volumes and diversifying supply.
The growth that was originally projected - between 30 and 40 million additional boxes - has been slowed down by the renovation of orchards and the search for a better balance between quality and quantity. "The key will be to remain competitive and avoid excessive dependence on a single market," says Rojas.
For more information:
Sergio Rojas Espinoza
La Consentida
Chile
Tel.: +56 9 87477450
[email protected]