Frutas de Chile Hosts Seminar Showcasing New Season Promotional Plans

On Aug. 28, Frutas de Chile participated in the 2025 China International Fruit Expo and successfully hosted a seminar focusing on the market value of cherries and promotional strategies for the new season. The event highlighted the freshness, nutritional benefits and market impact of cherries, offering practical guidance for trade and retail professionals, and unveiled the association’s 2025/26 season promotional plan for the China market.

As the largest fresh fruit exporter in the Southern Hemisphere, Chile supplies global markets with a wide array of premium fruits. In the 2024/25 season, Chile’s fruit exports surpassed 2.97 million metric tons, valued at approximately $8.4 billion. Cherries alone contributed 21% of the total export volume, followed by apples and table grapes at 19% each. Notably, around 90% of Chile’s fresh fruit exports are supplied by members of Frutas de Chile. In his remarks, Frutas de Chile president Iván Marambio emphasized that the country’s international competitiveness is built on a foundation of long-term investments in quality and sustainability. He urged industry stakeholders to work together to safeguard the sector’s reputation and meet consumer expectations with high-quality fruit.

Claudia Soler, executive director of the Chilean Cherry Committee of Frutas de Chile, highlighted the opportunities and challenges facing Chilean cherries. China is not only a leading cherry producer but also one of the world’s largest consumer markets. In recent years, Chilean cherries have been making strong inroads into China’s second- and third-tier cities. With rising consumer purchasing power and the continued development of cold chain logistics and e-commerce channels, these regional markets present substantial growth potential.

Soler further noted that the peak arrival period for the upcoming 2025/26 season will be between week 52 of 2025 and week 3 of 2026. During this time, the association will allocate more funds and promotional resources to fully stimulate consumer demand.

Charif Christian Carvajal, marketing director for Asia and Europe at Frutas de Chile, emphasized in his speech that the association will intensify its efforts to highlight the food safety standards and nutritional value of Chilean cherries, with a particular focus on conveying this expertise through the media. By leveraging media platforms, the association aims to foster a more scientific understanding among consumers and reinforce confidence in consumption.

As the 2025/26 season approaches, Hector Zhang, marketing manager for Asia at Frutas de Chile, officially unveiled the new promotional slogan — “Let’s Chilean Cherry Together.” Early-season campaigns will feature the theme “Enjoying Cherries, Savoring Sweet Happiness,” including a collaboration with China Central Television on a documentary that authentically follows the journey of cherries from Chilean orchards to Chinese dining tables, enhancing consumer awareness of the fruit’s story and nutritional value.

Carvajal announced the flagship campaign for the upcoming season. During the peak arrival period in January, the association will launch its core marketing campaign for the season, the Chilean Cherry Ice and Snow Festival, across multiple cities nationwide. So far, it has already partnered with major hypermarkets and retail chains including Walmart, Sam’s Club and Yonghui Superstores, leading fruit retail brands such as Greenery Fruit, Xianfeng Fruit, Panguo and Chengxinzhiyuan, online platforms including Douyin E-commerce, Tmall Fresh, Dingdong Maicai and Rednote, and wholesale markets such as the Jiangnonghui fruit market in Guangzhou and the Haiguangxing fruit market in Jiaxing. The festival aims to offer consumers an immersive experience of premium Chilean cherries while stimulating new market vitality.

In February, during the Spring Festival shopping period, the campaign will be themed “Kick Off Happiness with a Red Start.” It will coordinate efforts across e-commerce platforms and offline stores to further drive festive consumption.

To enhance the expertise among industry professionals, the seminar invited professor Zhang Caixi from Shanghai Jiao Tong University, a national expert in cherry cultivation technologies, and associate professor Qu Chunbo from Shanghai University of Medicine and Health Sciences. Zhang shared insights on cold-chain management for cherries in distribution and retail, while Qu discussed the nutritional and health benefits of cherries.

Zhang provided a detailed overview of the entire post-harvest-to-transport process using visual materials, with a particular emphasis on the importance of cold-chain management. Drawing on field research across China’s wholesale and retail channels, he offered specific, practical recommendations for both wholesalers and retailers.

Qu highlighted that dietary imbalances and insufficient fruit intake remain widespread among Chinese consumers. According to the 2022 Chinese Dietary Guidelines, the average daily fruit intake of urban residents is only 55.7 grams per person — far below the recommended 200–350 grams. He noted that cherries contain phosphorus and magnesium and are particularly rich in potassium. Compared with bananas, which are also high in potassium, cherries have lower energy content and glycemic index. In addition, cherries are rich in anthocyanins, quercetin and melatonin, making them an excellent choice for promoting a balanced diet and supplementing fruit intake.

It is also worth mentioning that on Aug. 26, Frutas de Chile signed a memorandum of cooperation with the Haiguangxing Fruit Market in Kunming. Under this strategic partnership, the two parties will work together to promote trade expansion, brand development, and the sustainable growth of the Chilean fruit industry throughout China and Southeast Asia. Through their combined efforts, the Chilean fruit industry is expected to strengthen its presence in Southwest China while accelerating expansion into emerging markets across Southeast Asia.

Chilean Cherry Committee Member List and Contact Details

Images: Frutas de Chile

This article was translated from Chinese. Read the original article.