With crop expectations lower this year, the Chilean citrus season kicked off the week of April 11 when the first shipment of clementines set sail for the U.S. market, according to a news release.
Logistical and climatic issues will reduce overall volume by an expected 12%, Juan Enrique Ortuzar, president of the Chilean Citrus Committee, said in the release. “We are facing a challenging season in many respects, but citrus has grown into an incredibly strong, year-round category. Chilean citrus volume has increased by 25% over the past five years. With our quality proposition, we believe there will continue to be growth opportunities.”
The U.S. received 88% of all Chilean citrus exports in 2021, with 97% of clementines and mandarins shipped to the U.S., the release said.
The volume will be lower this year (especially for clementines, where the committee expects a volume decrease of 35%), but the U.S. will continue to receive the majority of Chilean citrus exports, according to the release. To support this volume, the release said the committee is finalizing a robust marketing campaign that will help build demand and drive sales at the retail level.
As the largest citrus exporter in the Southern Hemisphere, Chile will be supplying clementines, mandarins, navels, and lemons to the U.S. market, with promotional support starting in June and continuing through October, according to the release.
The release said the current total Chilean Citrus forecast across categories is:
- Clementines: 45,000 tons
- Mandarins: 120,000 tons
- Navels: 90,000 tons
- Lemons: 90,000 tons
Retail promotions
Retail promotions will be a focus for the committee, the release said.
“This season, perhaps more than ever, it’s crucial that we work closely with the trade on flexible, targeted programs to drive sales,” Karen Brux, managing director of the Chilean Fresh Fruit Association, said in the release. “Having encountered numerous logistical issues over the past year, we’ve learned how to implement flexible programs that can be turned on and off quickly. The ability to be fast, nimble and creative will continue to be important during the citrus season.”
The committee is developing a new branded campaign that will include digital ads, influencer posts and virtual demos, as well as programs with shopping apps like Shopkick, the release said. With the return of more in-store merchandising opportunities, the committee will also implement in-store programs that highlight the superior taste, nutrition, and convenience of Chilean citrus, according to the release. Weekly crop reports will be distributed to the trade starting the week of May 9, the release said.
