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Launch of the Frutas de Chile brand

The government and the industry agreed on the importance of improving the fruit sector's competitiveness and leadership at both international and national level during the launch of the new Frutas de Chile brand: "The roadmap to boost competitiveness and growth".

The president of Frutas de Chile (former Asoex), Iván Marambio, highlighted the priorities to boost the indutry's growth: harvesting better fruit through human capital; improving infrastructure and logistics on the basis of water resources, ports, cabotage and maneuvering conditions, and making progress in gaining access to new markets through free trade agreements with China, India and Korea.

"We are facing a very difficult fruit growing season, with threats from nature -such as heat waves, lack of cold in the winter, atmospheric rivers and more than a decade of drought-, pressure from pests, and a competition that did not exist 10 years ago, and which is forcing us to adapt and compete. We therefore came to the conclusion that we needed a change in our image," said Marambio.

He outlined the reasons for the rebranding. "The main objective is to boost the sector's competitiveness at the international level and to improve the position of the industry and its products at the national level. In the world in which we compete, the image we convey is very important, and red is the color that is associated with Chile."

For his part, the Minister of Economy, Nicolás Grau, outlined the keys to improving Chile's competitiveness.

"We have been discussing 2 bills: the cabotage law, which will allow for more efficient and resilient maritime transport, as well as better use of our coast, which offers tremendous potential for the transport of goods in the cheapest and most environmentally-friendly way; and the structural reform to sectoral permits, which will allow us to improve reliability and reduce times without it necessarily affecting our regulatory quality, which is very important for the country."

The Minister of Agriculture, Esteban Valenzuela, talked about the 2023-2025 Agenda for Sustainable Agroexport Competitiveness . "This is a great day for the sustainable agricultural and agroexport sector, because we have worked with all actors of the Export Council, both public and private, and have agreed on a sustainability strategy based on the importance of human and productive capital, the importance of improving treaties and the importance of a fruit sector with environmental traceability," he said.

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Frutas de Chile

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