Chinese Fruit Industry Launches Initiative Promoting Compliant Labeling and Transparency, Supported by Frutas de Chile

On Jan. 14 in Guangzhou, key members of the Chinese fruit industry launched an initiative, supported by Frutas de Chile, to promote transparency and responsible marketing practices across China’s cherry trade.

The campaign emphasizes accurate product representation, with a localized tagline delivering a clear message to the trade: “Say no to passing off cherries as larger sizes; size right, value right, business right.”

The initiative calls on importers, wholesalers, retailers and e-commerce platforms to reinforce truthful sizing information and fair commercial practices, protecting consumer trust and supporting the sustainable growth of the cherry category.

“From growers and exporters in Chile to importers, wholesalers, and retailers in China, we are all part of one shared supply chain,” said Claudia Soler, executive director of the Chilean Cherry Committee of Frutas de Chile. “The premium cherry market has been built on consistency, reliability, and trust, supported by industry investment in advanced sorting technology and clear, millimeter-based size standards.”

“Label swapping cannot be treated as a minor issue,” said Yu Lu, vice president of the China Chamber of Commerce for Import and Export of Foodstuffs, Native Produce and Animal By-Products (CFNA). “A small number of bad actors can undermine the entire industry. When size standards are ignored, price signals are distorted and trust is eroded. Protecting the integrity of size labeling is essential to long-term stability.”

“Douyin E-commerce is committed to promoting high-quality fruits that meet consumer expectations,” said Zhai Liming, fruit operations manager of Douyin E-commerce. “We firmly oppose relabeling and other dishonest practices that harm consumer interests.”

“China’s wholesale fruit markets play a vital role in distributing both imported and domestically produced fresh fruit,” said Yang Jianfei, responsible person for the Shouheng Hebei Gaobeidian Wholesale Market. “They are central to value-adding activities and transparent pricing nationwide, and this role depends on the integrity of traders operating within these markets. Fraudulent behavior will not be tolerated.”

“Jiangnonghui Wholesale Market strictly prohibits all product tampering activities,” said Zheng from Guangzhou Jiangnonghui Market Service Management Co. Ltd. “We will firmly resist such violations of law and industry integrity by any party.”

Chilean Cherry Committee Member List and Contact Details

Images: Frutas de Chile