Importers and marketers of Chilean citrus can expect a 6% increase in volume for the 2021 season, according to an initial forecast by the Chilean Citrus Committee of the Association of Fruit Exporters of Chile.
That citrus includes navels, lemons and easy peelers such as clementines and mandarins, according to a news release. With a total citrus forecast of 387,000 tons, Chile expects to ship roughly 85% of all volume to the U.S. market.
As in previous seasons, growth will continue to be driven by the easy peeler category, with a projected 7% increase for clementines (the early-season fruit before August), rising to 55,000 tons, and an 11% increase for mandarins (the w. murcotts available starting in August), up to 145,000 tons. This estimated double-digit growth for mandarins in 2021 follows a 40% volume jump in 2020, according to the release.
Lemons, of which an estimated 60% will be shipped to the U.S., are expected to see a 3% increase, while navel volume will stay relatively the same, at around 89,000 tons.
The overall volume increase is due primarily to more plantings, as there are 55,105 acres of citrus in Chile, according to the release.
The weather has been good for this year’s crop, Juan Enrique Ortuzar, committee president, said in the release.
“Last year’s rain in the central region replenished reservoirs and helped boost production. Growing conditions have been ideal for developing good brix and sizing, while cool nights will give easy peelers and navels a brilliant orange color,” he said.
While retail promotions in previous seasons featured a strong in-store component, the committee transitioned completely online in 2020 due to the COVID-19 pandemic. There were partnerships with almost 50 retail chains last season, using digital coupons, web sliders, banner ads, retail-tagged videos and social media programs, Karen Brux, managing director of the Chilean Fresh Fruit Association, said in the release.
“Not only were these strategies highly effective in driving sales, they were also powerful in reaching millions of shoppers with citrus nutrition and usage information,” she said.
The committee will expand on these promotions in 2021 and add new e-commerce initiatives.
Merchandising support will be available for retailers looking for in-store promotion ideas.
“We’re continually monitoring retail and consumer shifts so that we can provide the best support, both for the Chilean citrus growers and exporters and our partners in North America,” Brux said in the release.
