Austral Cherry: Good Campaign for the Pretty Girl of Fruit Growing
Once again, a favorable campaign for the southern cherry ended. This fine fruit is complicated to produce and market, which is why it requires a great deal of care, provision for unexpected situations and perfect logistics. All this effort is compensated by the success it is having and the attractive prices that are being paid for it.
In first place is China, a country to which more than 90% of southern cherries are destined. The Chinese are “crazy about the cherry”, being for them the greatest symbol of happiness, fortune and prosperity. Especially for the New Year celebration, the cherry is sought as a present. This means that the entire commercial strategy is set to arrive with enormous volumes in the days prior to the celebration. From 3 to 6 weeks before the celebration, one ship after another leaves Chile, totaling about 60.000 – 100.000 tons shipped per week. This is a huge logistical challenge. These are weeks full of stress, as the success of the campaign is at stake. Thanks to the fact that improvements are achieved every year, whether with faster ships, expanding destination ports or simplifying bureaucracy, it was possible to sustain and improve this business. This year, 380.000 tons of southern cherries entered China. This is a new record and represents a doubling of volumes in less than 5 years. Therefore, China continues to be the main destination, the decision-maker on the evolution of business in the southern hemisphere.
But everyone is aware that it is risky to depend on a single market, so efforts are made to diversify them. The volumes sent to other destinations are very low if we compare it with the magnitude of Chinese trade. The total exported to all others is 10% of what is sent to China. But their importance lies in the fact that they are opportunities for smaller suppliers, dependence on China is reduced and several have very good possibilities for growth.
The second destination for southern cherries is the United States. In the campaign that has just ended, it received about 17.000 tons. What is sought is that North Americans not only buy it for the end of year holidays, but also take it into consideration as an alternative during the winter months, for which advertising campaigns are being carried out.
Another interesting region that shows a lot of growth potential is the Far East, Central and Southeast Asia. Countries such as South Korea, Taiwan, Thailand, Vietnam, Malaysia and India are buying increasing volumes. This is due to the Chinese influence and the large number of Chinese people living there. In these countries they seek to position the cherry as a special fruit, a luxury that is given for special occasions (e.g. weddings).
In Europe and Latin America progress is slow. For now the cherry is seen as a special fruit for the end of year holidays. Outside of that time, sales are minimal, mainly restricted to the HORECA sector.
Chile is the great exporter. The numbers clearly show their dominance. 95% of the cherries in the southern hemisphere come from Chile. The remaining 5% is provided first by Argentina, followed by Australia, New Zealand and South Africa. Argentina had a very good campaign. With an export of 7.200 tons, it achieved a new record, ranking 50% above previous years. Its exports are more diversified, having less dependence on China. In addition to Asia, it ships its cherries to the US and Europe. Australia and New Zealand each contribute about 3.000-5.000 tons per year. Its main destination is the Far East; China, South Korea, Taiwan, Hong Kong, Singapore, Malaysia, Thailand, Vietnam and India. South Africa's contributions are limited, less than 1.000 tons per year, given the agro-climatic limitations that this crop has in southern Africa.
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