At a ceremony in Beijing on Sept. 10, the Effie Greater China CXO Club named Dr. Charif Christian Carvajal, director of marketing for Europe and Asia at Frutas de Chile [3], a “2026 Brand Leader of the Year.” Event partners for the marketing industry award ceremony included brands such as Alpenliebe, Douyin Mall, Huawei, Meituan, Mentos, Starbucks, Tsingtao Beer and Wanglaoji.

The recognition of a fruit origin alongside major Chinese and global fast-moving consumer goods (FMCG) and tech brands dovetailed with a theme running through recent industry forums: fruit industry leaders increasingly see their products as competing not only with other fruits but also with packaged snacks and beverages for a share of consumers’ snack spend.

It is an uneven contest: produce marketing budgets normally run at a fraction of what FMCG brands deploy. But the Effie honor for Carvajal and his work on behalf of Frutas de Chile shows that a fruit origin, executing efficiently, can still build campaigns that stand out among major FMCG brands in one of the world’s most crowded marketing environments.

Founded in 1968, Effie [4] is a New York-based global organization dedicated to advancing marketing effectiveness, with programs and participation spanning more than 125 markets. The Effie Greater China CXO Club “Brand Leader of the Year” accolade celebrates leaders who have made significant contributions to marketing, brand building and their respective industries. In Carvajal’s case, it recognizes his work in positioning Chile as a trusted, diverse and innovative fruit-growing origin through consumer promotion, reputation management and communication of the nutritional benefits of Chilean fresh fruits.

“This recognition from China’s marketing industry is a true honor, but it ultimately belongs to Frutas de Chile’s grower and exporter members. Their commitment to quality, food safety and reliability underpins our work to strengthen Chile’s reputation in China and worldwide,” said Carvajal.

Carvajal’s work in China has encompassed the promotion of categories including citrus, blueberries, table grapes, stone fruit and cherries. These efforts connect Frutas de Chile’s members with importers, distributors, supermarkets, wholesale markets, digital platforms, media, nutrition specialists, influencers and consumers.

The strategy has combined consumer education on nutrition and healthy lifestyles with digital campaigns, in-store activations, e-commerce, trade engagement and reputation-building initiatives. It has also included communication strategies designed to protect consumer confidence and respond transparently to reputational challenges affecting Chilean fruit.

Among the initiatives developed are a Guinness World Record, fruit delivery experiences using drones, co-branding activities with the Chilean wine industry, influencer and nutrition campaigns, thematic activations such as the Chilean Cherry Ice and Snow Festival [5] across 12 Chinese cities, and a first-ever documentary produced in collaboration with China Central Television, which traced the journey of Chilean cherries from orchard to table and introduced Chinese consumers to the industry professionals behind the fruit.

During his extensive career spanning international agricultural trade, country-of-origin branding, reputation management and fresh produce promotion, Carvajal has led marketing strategies across Europe and Asia. He is a former chairman of the Southern Hemisphere Association of Fresh Fruit Exporters [6] and a member of China’s Xinfadi Agricultural Studies Centre.

Images: Frutas de Chile