Calling China’s Fruit Retail Innovators: Frutas de Chile Unveils Inaugural Chilean Cherry Annual Awards

November 30, 2025

Produce Report

Recently, the Chilean Cherry Committee of Frutas de Chile officially announced its first Chilean Cherry Annual Awards, to be held in early 2026. The awards will recognize retail partners who have made outstanding contributions to promoting committee members’ cherries during the 2025/26 Chilean cherry season — showcasing the power of quality, innovation and opening new markets to drive Chilean cherry sales.

The 2025/26 Chilean Cherry Annual Awards will feature prizes in multiple categories, comprehensively covering all key aspects of the fruit retail sector both online and offline, with the awards being judged based on criteria ranging from creative concept development to execution effectiveness.

The awards will be evaluated by a judging committee formed by representatives from Frutas de Chile, fruit industry associations, industry media and advertising industry associations. The full list of judges will be announced in due course. Evaluation criteria include — but are not limited to — marketing, innovation and consumer experience across multiple dimensions. Detailed judging guidelines will be released in December. All retail partners participating in the 2025/26 Chilean Cherry Ice and Snow Festival are eligible for nomination.

Retail innovation in the Chinese market has the potential to reshape the fresh-food consumption landscape and steadily drive up the potential value of Chilean cherries. The newly announced awards program provides a platform for all types of retail enterprises to showcase their operational strength and innovative achievements. “Whether you are a leading hypermarket, a chain retailer deeply rooted in regional markets, or an e-commerce platform focused on digital operations, your achievements in marketing Chilean cherries deserve to be spotlighted,” said Charif Carvajal Carvajal, director of marketing for Europe, Asia and the Middle East for Frutas de Chile.

The nomination process is expected to open in February, with the process culminating in an awards ceremony in Shanghai in March. Please follow the official WeChat accounts for Frutas de Chile “智利幸福车厘子” (WeChat ID: cherriesfromchile) and Produce Report (WeChat ID: Guojiguoshu) for the latest updates about the awards and awards ceremony.

Note: These awards are an internal industry review and should not be interpreted as an endorsement of the winning organizations’ reputations. Frutas de Chile is only responsible for economic and cultural communication as the event organizer.