In the recently concluded 2023/24 season, Verfrut [3] cherries achieved significant success in the international market, propelled by their exceptional quality and innovative marketing strategies. Verfrut’s total cherry export volume for the season reached 2,211,344 boxes (5-kilogram equivalent), marking a remarkable increase of 45.7% compared with the previous season. This positions Verfrut as the fastest-growing brand among Chile’s top 10 cherry exporters.

In terms of retail, Verfrut has been working closely with major supermarket chains and premium fruit stores such as Yonghui, Sam’s Club, Pagoda and Greenery Fruit to achieve excellent market penetration and consumer satisfaction, making it a well-deserved cherry brand that is trusted and preferred by consumers. Looking ahead to the 2024/25 season, with its cherry production projected to increase by 60%, Verfrut is poised to ascend to become one of the top five exporters of Chilean cherries.

In terms of packaging design, Verfrut has introduced the brand-new premium blue label specifically designed for larger and higher-quality cherry fruits. The exquisite craftsmanship, distinctive color schemes and visual language make it stand out among cherry brands. Furthermore, the innovative concealable handle design enhances convenience for both purchasing and gifting, gaining popularity across various markets.

In appreciation of the support and favor from Chinese trade partners, Verfrut collaborated with a renowned bakery in Shanghai in December 2023 to launch the Verfrut Christmas Limited Edition Macaron Gift Box. This innovative gift box seamlessly integrates Verfrut brand elements, the aroma, color and flavor of fresh cherries, and the Christmas concept. Particularly noteworthy is the “Tipsy Christmas” Santina macaron, featuring a delightful collision of heart-shaped Santina cherries and mulled wine flavors, leaving a lasting impression.

The success of Verfrut lies not only in its high-quality products but also in its keen insight into market trends and profound understanding of consumer demands. In the 2023/24 season, Verfrut integrated deeply with local culture and launched a series of innovative marketing activities, such as the “Cherry Fortune Station for the Year of Dragon” in collaboration with Flash Fresh of China Eastern Air Logistics. Through immersive shopping experiences featuring cherry lollipops, fortune cards and lucky draws, Verfrut demonstrated its care for local consumers.

In addition to offline activities, Verfrut actively conducts online brand promotions to directly reach a broader audience of fruit traders and consumers and provide them with the latest fruit information and brand stories. Whether it’s the holiday marketing for the “Verfrut Gift Season,” the “Verfrut Big Event” focusing on the leading edge of technology and constant development, or the seasonal fruit recommendations of “Verfrut Monthly Fruit Calendar,” Verfrut has successfully established emotional connections with target audiences through its distinctive brand visual and interactive approach, laying the foundation for broader online marketing campaigns.

As its brand influence continues to expand, Verfrut has invested heavily in technological innovation and sustainable development. In early November of last year, South America’s largest floating photovoltaic plant was officially launched, marking another milestone in Verfrut’s sustainability endeavors. According to Javier Martínez, general manager of Verfrut, “Verfrut is aligned with the United Nations Sustainable Development Goals (SDGs), particularly in promoting clean energy solutions, responsible production and consumption, taking tangible actions towards global climate change.”

In early 2024, Verfrut signed a share purchase agreement [4] with Unifrutti Investments, a subsidiary of Abu Dhabi Developmental Holding Company, to sell 100% of its shares. Being now owned by Unifrutti, in the future there might be opportunities and synergies that can help both companies operate better. Meanwhile, Verfrut will continue to operate independently in global markets, maintaining its corporate philosophy and vertically integrated management model employed since the company’s founding in 1996, consistently providing high-quality fresh fruits and offering consumers worldwide a double enjoyment of health and deliciousness.

About Verfrut

Founded in 1996 by Romano Vercellino Dellafiori, Verfrut has grown to become one of the largest fruit producers and exporters in Peru and Chile. During the 2022/23 season, the company exported more than 15 million boxes of fruit, with a projection of over 25 million boxes in the coming years. With more than 7,500 hectares, it is a fully integrated company that grows, processes and markets 100% of its fruit worldwide.

The company has a diversified product range, the main ones being grapes, cherries, stone fruits, apples and others, as well as a solid and geographically varied commercial reach thanks to its commercial platforms in China, the United States, Asia, the European Union and South America.

Images: Verfrut