The sixth edition of the Global Cherry Summit, organized by the Chilean Fruit Cherry Committee, Frutas de Chile and Grupo Yentzen, was held with the participation of more than 1,800 attendees and prominent industry players. At this event, the balance of the 2024-25 season was presented, which, although it was marked by great challenges, also showed important advances thanks to the joint work of the industry.

The meeting was attended by Iván Marambio, president of Frutas de Chile, who reinforced the call to maintain coordination and strategic vision in the sector. "This industry has demonstrated its capacity for adaptation and resilience. Today more than ever, we must anticipate new consumer habits and global market dynamics. Cherry remains a profitable business, but also an increasingly demanding one."

During the event, the executive director of the Chilean Fruit Cherry Committee, Claudia Soler, presented the balance of the season, highlighting that there was a growth in shipments of 51% over the previous period, with 626,014 tons of fresh cherries to the world, mainly to China. This translated into 125.2 million boxes exported.

Soler explained that the season began with logistical difficulties due to the increase in production, but that the main challenge was commercial, given the scenario of falling prices in the Chinese market. "It was a demanding season, which challenged us as an industry and forced us to adapt quickly," he emphasized.

The strategy of the Cherry Committee focused on deepening the work in regional cities, expanding the potential of the Chinese market. In fact, during this period, 74% of the promotional resources were allocated to second and third tier cities in China, focusing on a smaller number of cities, but with a greater coverage of these, mainly through local actors. In addition, a robust marketing campaign was deployed, incorporating new sales channels and formats that allowed for market adaptation and campaign effectiveness.

Following the analysis of the season, the committee is working on proposals for quality standards for the industry, incorporating improvements at the production level in terms of size, firmness, color, flavor and packing, with the aim of ensuring a minimum firmness and the shipment of sizes in line with market demand.

The Global Cherry Summit 2025 brought together prominent panelists and national and international experts such as Antonio Walker, president of the National Society of Agriculture; Claudio Vial, general manager of Ranco Cherries; Andrés Fuenzalida, general manager of Copefrut; and representatives of companies such as Joy Wing Mau, Rabobank Asia, McCann Erickson and Forever Fresh LLC, among others. The event provided an opportunity to discuss market trends, commercial innovation, logistics and sustainability, pillars that will mark the coming season.

Read the article on the Frutas de Chile website.