Liu Haojing, Goodfarmer’s international procurement manager and general manager of its planned Chilean subsidiary, shares with Asiafruit his outlook on the China market for this season’s Chilean cherries
How do you expect Chilean cherries to perform in China this season?
Liu Haojing: For the 2026/27 season, we expect total export volume to China to remain flat or slightly decrease compared to last year. This is primarily driven by the severe El Niño weather this year. It particularly affects early-season varieties and Santina. Shipments will be highly concentrated between Weeks 49 and 51, meaning we anticipate a peak in arrivals from New Year’s Day through January.
We expect the price gap for high-quality fruit to widen significantly compared to standard-grade products. Overall market prices will inevitably face downward pressure once the bulk of sea freight volumes arrive. There will be sufficient volume to meet consumer demand leading up to Chinese New Year, although total volume will not be as much as in previous years.
Chilean cherries faced considerable challenges in the Chinese market last season. What is Goodfarmer’s strategy this season to turn things around?
LH: This will be a rather challenging year, largely because we anticipate a gap between actual fruit quality and customer expectations. Our overarching sales strategy is to accelerate turnover. Clearing stock promptly upon arrival is a much safer approach than holding back waiting for a rising market.
Chinese consumers are already very familiar with “Chilean cherries” as an origin brand. How does Goodfarmer differentiate its products within this “super category”?
LH: To differentiate ourselves, we focus on varietal sourcing, origin management, harvesting and sorting, cold chain logistics, quality control, value-added packaging, brand marketing, and performance incentives. These are rigorously implemented top-down.
We aim to make firmness,Brix, and freshness tangible as an out-of-the-box experience, quality that you can see. Trust is built through transparency. We will continue our festive events to capture Chinese New Year gifting demand, while simultaneously rolling out smaller formats catered to everyday consumption.
This year, we are placing a major strategic focus on large retail chains, which are our LKAs (local key accounts). We will actively support the industry in combating sub-standard fruit substitution, promoting a ‘premium quality for premium price’ ethos, and ultimately making the Goodfarmer name synonymous with consistent quality.
Any additional insights on Chilean cherries this season?
LH: Climatically, the challenges we face this year are the most severe in over a decade. Fluctuating quality in the early and mid-season will likely lower market expectations and could undermine consumer confidence in the category.
Shipping lines appear less proactive than in previous years. There are fewer ‘Cherry Express’ services scheduled, which significantly elevates the risk of concentrated arrivals and shipment gluts at the ports.
From a sales perspective, Chilean cherries are steadily shifting away from predominantly gift-box formats toward smaller format household consumption. An everyday fresh purchase.
