Chilean industry leaders project that cherry exports to the U.S. will see substantial growth in 2021-22.
For the first time, the season will run more than 12 weeks, from November through February, and the Chilean Cherry Committee estimates that nearly 13,000 metric tons will be shipped to the U.S. market.
For the 2020-21 season, the U.S. Department of Agriculture reported that U.S. imports of Chilean cherries totaled about 6,800 metric tons.
While China has been the main receiver of Chilean cherries, the industry is working diligently to develop other markets, including the U.S., according to a news release.
“Diversification and development of markets is crucial for our industry,” Cristián Tagle, chairman of the Cherry Committee, said in the release. “Chile views the U.S. as a market with enormous potential, and we are committed to investing in its expansion.”
To support the higher volume expected, the committee said it will fund an expanded marketing program, encompassing numerous consumer and retail components encouraging consumers to “Cherrish the Moment.” Promotions will begin in December and continue through February, with new merchandising material communicating different occasions for enjoying Chilean cherries, according to the release.
“Chilean cherries are a delicious addition to just about anything,” Karen Brux, managing director of the Chilean Fresh Fruit Association, said in the release.
“Whether shared with family over the holidays, used in a special dessert for Valentine’s Day, given as a gift for Chinese New Year, or just eaten on the sofa while watching TV … there are so many ways to ‘Cherrish the Moment’ with Chilean cherries.”
The CFFA’s merchandisers are working with retailers across the country to showcase cherries to their shoppers both in store and online, according to the release. Extensive social media and e-commerce programs will provide an additional boost to awareness and shopper demand.
The first shipments of cherries will depart Chile by early November and will continue through early February.
