Chile is set to increase its cherry exports to the US during the 2021/22 season as part of diversification efforts.
The Chilean Cherry Committee has projected nearly 13,000 tonnes will be shipped to the US with the season running for more than 12 weeks – from November through February – for the first time.
Chairman of the Cherry Committee, Cristián Tagle, said although China has been the main destination for Chilean cherries the industry is working diligently to develop other markets, including the US.
“Diversification and development of markets is crucial for our industry. Chile views the US as a market with enormous potential, and we are committed to investing in its expansion,” said Tagle.
To support the increased volumes flowing into the market, the Committee will fund an expanded marketing programme, encompassing numerous consumer and retail components encouraging consumers to “Cherrish the Moment”.
Promotions will begin in December and continue through February, with new merchandising material communicating different occasions for enjoying Chilean cherries.
The Chilean Fresh Fruit Association merchandisers will be working with retailers across the country to showcase cherries to their shoppers both in-store and online.
Extensive social media and e-commerce programmes are set to provide an additional boost to awareness and shopper demand.