Exports of cherries from Chile in the 2021/22 season are expected to grow by 2.6% compared to last year and amount to 361,840 tonnes. 95% of the export of Chilean cherries goes to Asian countries. Diversification of the export geography is one of the pillars of the industry development. In 2021, Russia became a new market, where the Chilean Cherry Committee launched a marketing support program.
As part of the campaign launch, a webinar “Imports of cherries from Chile to Russia. Questions and answers” was held. The speaker of the event was Sharif Christian Carvajal, Marketing Director for Europe, Asia and the Middle East of ASOEX (Chilean Association of Fruit Exporters). Carvajal spoke about the forecasts for the current cherry harvest in Chile, the work of the Chilean Cherry Committee and experience in international promotion.
“Before we started promoting Chilean cherries in Russia, we carefully studied the Russian fruit market. We see opportunities to increase sales of Chilean cherries through wholesale distribution channels, as well as premium retail and HoReCa,” the speaker emphasized.
Importers asked practical questions about the supply of goods to Russia during the event. The webinar recording is available here. A list of suppliers of Chilean cherries can be found at comitedecerezas.cl.
The details of the campaign in Russia were highlighted by the program coordinator – Ksenia Gorovaya. “Negotiations are underway with the largest suppliers of cherries to Russia, and promotions are planned in chain retail stores for Valentine’s Day. During the season we also plan an advertising campaign in specialized media and on FoodCity, collaboration in social networks with popular bloggers from Moscow and St. Petersburg”.
According to a sociological study by the RANEPA, the number of Russians having a healthy lifestyle has tripled over the past decade – from 5% in 2010 to 15% in 2021. More and more people are thinking about healthy nutrition and minimizing sugar in their diet. Delicious and healthy cherries are a great holiday gift instead of traditional sweets, especially in winter.
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