The Chilean Fresh Fruit Association will showcase Chilean grapes and stone fruit at Booth #721 at Southern Exposure. Visitors are welcome to stop by and see the new marketing tools available for the season and discuss what is happening in table grapes and stone fruit.
In grapes, the Chilean Fruit Exporters Association (ASOEX) reinstated a Table Grape Committee in July 2022. The Committee represents more than 75 percent of Chile’s grape volume and is working hard to strengthen its position in North America. Grapes are the second most important fruit from Chile, with the U.S. the main destination market.
In North America, grapes are the second most important fruit from Chile, with the U.S. as the main destination market.
The Committee is working on three strategic pillars for this season: communicate and unite the industry, improve condition/quality and also improve Chile’s competitiveness in the marketplace.
So far this season, the Committee has accomplished four milestones. It has increased its transparency with the grape industry releasing updates since September. Altogether, five forecasts have been published to date to help prepare the markets.
The Committee has also worked with members of the supply chain in Chile and the U.S. to learn from last season and better prepare for the 2022/23 season.
The U.S. market wants the newest, best varieties and Chile is rapidly shifting its supply to meet market demand.
In varieties, this is the first season where more than 50 percent (54 percent) of Chile’s grape exports will be new varieties. The U.S. market wants the newest, best varieties and Chile is shifting its supply to meet market demand.
Finally, it also introduced integrated marketing campaigns. Considering that the U.S. market (and also other markets like China and Korea) are receiving increased supply of fresh grapes, the industry believes it needs to drive demand. In addition to working with retail chains across the nation on promotional and ad campaigns, it is also implementing consumer-focused programs to increase demand at the peak of the season.
In stone fruit, Chilean peaches and nectarines are available through March, with plums in the market until April. With both white and yellow flesh varieties of peaches and nectarines and numerous varieties of plums, there’s something for everyone.
For more information:
Karen Brux
Chilean Fresh Fruit Association
Tel: (650) 218-5061
[email protected]
www.fruitsfromchile.com