Chiliean kiwifruit growers and exporters have wised up to the need to step up their fruit quality and promotional campaigns in order to get the best out of export markets, according to Ricardo Gonzalez, president of the Chilean Kiwifruit Committee, which formed this year.
The structure within Chilean exporters’ association Asoex aims to boost sales of Chilean kiwifruit in export markets.
Gonsalez said: “For a long time in the UK market, we went head to head with New Zealand product and we have always been treated as a supplementary source. Finally, the Chilean industry is starting to recognise that we are not getting the best for our kiwifruit in export markets.
“This year, has been significant for the committee as we have recognised there are challenges that we need to resolve to make ourselves a preferred, reliable kiwifruit partner.”
The committee, which comprises a board of directors and an executive committee, is formed by industry professionals, growers and exporters of all sizes to represent a cross section of the industry.
Gonsalez said: “We are maintaining the overall strategy and generic campaign for Chilean produce, but certain products need a focus on specific requirements and so that is where the committee comes into line. This is a big step forward for the Chilean kiwifruit industry.”
The Chilean Kiwifruit Committee comprises three distinct commissions - on production, post-harvest and marketing - to develop a strategic plan for the next five years. The body covers 500 growers and 46 export companies, which represent more than 85 per cent of all kiwifruit exports from Chile. It has already established a maturity assurance programme, offering parameters for growers to comply with in terms of improving fruit maturity.
Gonsalez added: “We are also doing a global study of the perception of kiwifruit at an importer level, as we want to see if we are on the right track and want to validate this at trade level. At the end of the day, our goal is to improve product quality and consumer and trade confidence in Chilean kiwifruit.”
No comments yet