The Chilean Exporters Association (Asoex) has established a Berry Committee (El Comité de Berries) in an attempt to boost Chile’s competitive edge on the global blueberry market in light of the country’s burgeoning offer.
The launch took place at a special Blueberry Seminar held in Santiago, Chile, on 26-27 May, where Asoex chairman Ronald Bown urged Chilean berry producers and exporters to join the new organisation, citing its creation as a way in which to face head on current challenges.
Following the rapid growth in blueberry consumption around the world, South America’s blueberry offer has now grown faster than the rate of demand, according to Asoex, which has put increasing pressure on prices.
“Since last season we’ve seen an increase in blueberry production of around 40 per cent in Chile and 60 per cent in Argentina,” explained Mr Bown. “The Berry Committee will serve to establish voluntary standards and generate a solid competitive edge for Chile’s blueberry industry in an effort to stave off the negative effects we are currently witnessing.”
In terms of structure, the Committee counts on a temporary board of directors, comprising figureheads from Chile’s leading berry exporters, including: Agroberries, Driscoll’s Chile, Hortifrut, Sunbelle Berries and Vitalberry Marketing.
The Committee is presided over by Felipe Juillerat of Vitalberry Marketing and will initially focus on establishing strategies for the short, medium and long-term.
Such initiatives include placing greater emphasis on opening up new export destinations and further tapping the US market, as well as increased efforts and support for international promotional campaigns and the provision of market intelligence.
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