Chile, the world's third largest exporter of kiwis, sells about 9,500 tons of this product to Spain per year. The Spanish market is one of the most attractive markets in the European Union (EU) for kiwis due to their high levels of consumption, its efficient distribution system, and the prices paid. According to the president of Chile's Kiwi Committee, Carlos Cruzat, Spain depends on the inflow of foreign kiwi to supply domestic demand, as shown by the latest data from the Department of Customs and Excise of the Spanish Tax Agency.
Chile's Kiwi Committee, consisting of producers and exporters, brings together 80 percent of the country's industry, and, among other things, their goal is to find new openings and to manage the positioning of Chilean kiwifruit in foreign markets.
Cruzat, who has recently visited Spain to participate in the Annual Convention of the International Kiwifruit Organization (IKO), held in Galicia, highlighted Spain's potential as a business destination.
After Italy and New Zealand, Chile leads the sales of kiwi to the world, with Spain as the sixth country in commercial importance (9,563 tons in 2015 and a similar estimate for 2016), according to data provided by the Committee.
Between January and July this year imports grew by 9 percent in volume and amounted to 90,515 tons, while their value decreased by 9 percent and totalled 39 million euro.
Cruzat said the Chilean industry adapted its products to the taste of Spanish consumers and, for example, selected the sweetest kiwis to ship there because they are most popular.
Despite being an export powerhouse, Chilean kiwifruit sales declined between 2013 and 2015, mainly due to a decrease in production in the Andean country, as farmers are increasingly betting more on other high-yield crops, such as cherries or blueberries.
In the case of the European Union, for example, in 2000, sales of Chilean kiwi accounted for 65 percent of total exports; now, they only account for 35 percent.
There have also been declines in shipments to Italy (-36.27 percent between 2013 and 2015) and the Netherlands (-25.91 percent). This widespread decline, however, is offset by the growing trade in Asia, especially in China, where there has been a rise in exports of 89.32 percent over the past three years, making it the second destination of Chilean kiwifruit after the United States.
Cruzat also highlighted the progress there's been in the Russian market in recent years (third destination), with improved qualities and prices.
According to Cruzat, it is important that the quality of the exported fruit is good because it assures more business.
In his view, the international sectoral meetings, such as the IKO in Galicia, allow producing countries to coordinate and standardize commercial aspects that add value to the product compared to other direct competitor fruits, such as apple or pear.
"We have very important promotional work to do there," Cruzat said.
The committee, created in 2009, is a joint organization of producers and exporters of kiwi, Chile's Fruit Exporters Association (Asoex), and the Chile's Federation of Fruit Producers (Fedefruta).
According to its president, their goals include opening markets, positioning their product abroad and improving supply, quality, and profitability through research in different universities.
Chile is the third largest exporter of kiwi. In 2015 the country exported 182,705 tons of kiwi. Chile has an annual production of around 200,000 tons obtained from over 10,600 hectares.
Source: Efeagro