Chilean cherries push into India

Shorter transit times and improved logistics are set to drive exports of Chilean cherries to the Indian market in the coming years, says Frutas de Chile. The South American country is targeting India as a future growth market. So far this season, Chile has shipped 444 tonnes of cherries to India, a similar level to last season.

Claudia Soler, executive director of the Chilean Cherry Committee, said this is the first year that a vessel with cherries has arrived in India in a record of 36 days with only one stop over.

“This represents an important improvement over previous seasons and is the result of close collaboration, prior to the season, between the committee, exporters, and shipping companies,” the committee said.

“The aim of these actions is to develop the Indian market by facilitating logistics and reducing transit times, hence ensuring an optimal quality and condition of fruit on arrival.”

To date, Lapins and Regina have been the main varieties exported to India. They have been distributed mainly through premium retail outlets and online ecommerce platforms, which have grown in popularity.

For the future, the committee plans to develop a strategy to boost cherry consumption in India and coordinate actions with importers and distributors. Since 2020/21 it has carried out promotional campaigns under the ‘Cherry-sh every moment’ slogan, incorporating PR, promotions with retailers, wholesale markets, and working with influencers through diverse social media platforms.