Chilean cherries highly sought in China

Chillean cherries are sold at a highend supermarket in Beijing. WEI XIAOHAO / CHINA DAILY

Chilean cherry has grown into a hugely craved product in China, and in response to the forthcoming cherry season, Chile is gearing up to meet the higher demand with a greater push into the Chinese market.

China is already Chile's largest trading partner, and the move to pump more Chilean cherries into the Chinese market strengthens that status. But Chile is not content to rest on its laurels and intends to do more to promote its products. Chinese consumers, for instance, can hear a recorded message on DVD from President Michelle Bachelet, and even come away with an autograph from Chile's ambassador to China. The promotional material comes on the onset of Chinese New Year looms on Feb 19. The Chileans are also turning to Chinese websites for online sales, trying to tap the market of Chinese consumers, with their increasing disposable income.

Online cherry sales have been well received by Chinese consumers, who are concerned about the quality and safety of the fruits and vegetables they buy.

China spent some $25 billion on imported food, $96 billion in 2013, almost four times of an increase.

So far Chile has experienced the highest figure of exported Chilean cherries, 85,000 tons, and the volume is expected to continue to increase in the coming days, according to the Chilean Exporters Association. The association said the total exports were to surpass last season's by around 38 percent to 40 percent.

The Cherry Committee under the Chilean Exporters Association, said the exports of Chilean cherries are concentrating, boosting the Chinese market, with 81 percent of the total shipments going to the Asian market, especially China, followed by 10 percent to North America, 5 percent to Latin America and 4 percent to Europe.

"While prices in the Chinese market are approximately 15 percent to 20 percent lower than in the same period last season, this Chilean cherries campaign this year promises to be very good for the sector," said Cristian Tagle, president of the Chilean Exporters Association's Cherry Committee.

In November, the volume of shipments almost tripled compared to the same month in 2013, so there are more cherries in the market, and this has resulted in decreasing prices.

"However, there is also a greater volume and therefore very positive prospects for the domestic sector, especially considering that demand for cherries increases for the Chinese New Year," he said.

The Chilean Exporters Association was happy with the domestic export volumes this year, with the current 2014-2015 export season seeing a total of 85,068 tons of cherries exported to different markets, a year-on-year 37.6 percent increase, when a total of 61,824 tons were shipped.

Chile has been positioning China as the main destination market for Chilean fruit in Asia, with the main products currently exported including table grapes, cherries, apples, kiwis, plums and blueberries.

Chilean Cherry Committee chairman Cristián Tagle said earlier the industry was eyeing total exports for the 2014-15 season of at least 100,000 metric tons.

According to Carlos Furche, head of Chile's agricultural sector, trade volume between the two countries has increased five times since 2006, when Chile and China signed a Free Trade Agreement (FTA), with 25 percent of Chile's exports going to China.

Currently 90 percent of the imported products between the two countries see no tariffs.

With increasing volumes between the two countries in recent years, China has for five years become the biggest trade partner country for Chile, which is also China's second largest trading partner in South America.

"The FTA with China was among the most successful agreements signed in bilateral trade," he said.

"China buys more than 500 different kinds of products from Chile, including wine, fruit, salmon, meat, milk and seafood."

Countries across the globe are more than ever concerned about China's ever-increasing demand for imported fresh fruits and vegetables. After US Ambassador Gary Locke hosted a promotion for Northwest cherries last July, visiting a Sam's Club in Beijing and the offices of online retailer Tmall.com, the Chilean government also set its sights higher for China, focusing on online promotion on China's major online retailers, including T-Mall, JD and Fruitday.

Shoppers can buy a package of Chilean cherries and wine and reserve it on Shun Feng You Xuan (sfbest.com), or "Shunfeng First Choice", a popular online food retailer owned by Shunfeng Express, one of China's largest delivery companies.

The Chilean delegation said the platform of the APEC meeting has provided the two countries with greater chances of cooperation within the FTA, and the Chinese will enjoy the Chilean wine and fruits at a more affordable price.

Chile ranks second as the favorite imported wine for Chinese consumers, only surpassed by France, with the total wine consumption in China reaching 125 million 9-liter cases.

zhengxin@chinadaily.com.cn