Chilean cherry sector launches $5m dollar advertising campaign in China

The Chilean fresh cherry sector used the setting of the Asia Fruit Congress in Hong Kong today to announce a US $5 million investment in its biggest ever advertising and promotional campaign in China to build on rapidly growing consumption in the country. The announcement follows confirmation that Chile has recently overtaken South East Asian as the largest provider of fresh fruits to China.

The campaign was launched by the Chilean Cherry Committee of the Chilean Fruit Exporters Association (ASOEX) at the ‘Celebrating Cherries from Chile’ buﬀet lunch at Hong Kong’s IKON Seaview restaurant; an event which featured the Republic of Chile’s former President Eduardo Frei Ruiz-Tagle.

Attendees were told that Chile’s cherry producers and exporters have invested a total of US $5 million in a ﬁve month-long promotional drive in China that is aimed at building on Chile’s signiﬁcant progress in the market.

As of 2016, Chile is now the single largest supplier of fresh fruits to China, having surpassed for the ﬁrst time in China’s history traditional South East Asian providers including Thailand. Commenting on the achievement, Ronald Bown, Chairman of the Board of ASOEX, said:

“Chile is now the largest supplier of fresh fruits to China having overtaken Thailand last season. This is a very signiﬁcant accomplishment because historically the vast majority of the fruit imported by China has been sourced from South East Asia.”

Already the world’s biggest exporter of fresh cherries, Chile is also the largest supplier of the fruit to China, exporting some 100,000 tonnes of cherries to the world in the 2016 season. With the launch of the promotional campaign, Christian Tagle, President of the Chilean Cherry Committee, said Chilean producers were targeting a growth in cherry exports to 120,000 tonnes by 2020, driven by greater demand in the country.

According to former President Eduardo Frei Ruiz-Tagle, the campaign in China will be the largest generic promotional campaign ever undertaken by the Chilean cherry in China. “This is a joint eﬀort between the public and private sector,” he added.

Some 400 guests attended the ‘Celebrating Cherries from Chile’ event, which was held at the IKON Seaview restaurant at the AsiaWorld-Expo exhibition centre. Along with former President Eduardo Frei Ruiz-Tagle, attendees included ProChile International Director Alejandro Buvinic, ASOEX Chairman of the Board Ronald Bown Fernández, and Christian Tagle, President of the Chilean Cherry Committee.

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ASOEX