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Commercial Director of ProChile in Shanghai:

"China has changed - the consumer is going to be much more demanding"

Juan José Vidal, Commercial Director of ProChile in Shanghai and Catalina Cuevas, Head of Sustainability of ProChile spoke on the seminar that the institution organized together with the Sustainable Fruticulture Regional Strategic Program, Perfrut, on the opening of the Chinese market for national citrus .

In his presentation, Juan José Vidal said that “doing business in China is a marathon, it takes time. In this sense, establishing trust with the importer or the distributor is essential.” Regarding trends, especially after the spread of COVID-19, Vidal commented that “there is a clear inclination to consume high quality products. China changed, the consumer is going to be much more demanding. The issue of food security is key, it is something that you have to work on, put together a whole story and add value to our offer from it .”

Vicente Alti, Regional Director of ProChile in Valparaíso, complimented the idea saying that “the opening of the Chinese market is a tremendous opportunity, since it allows diversifying destinations and reducing dependence on other buyers such as the United States. However, we must have attributes to face the competition and sustainability emerges as a differentiator and an aggregator of value for our offer. "

ProChile's Head of Sustainability, Catalina Cuevas, added that “sustainable trade ceased to be a trend and was installed as an opportunity to differentiate ourselves and do more with less. It is essential that companies adopt responsible, transparent production processes that enhance their competitiveness and make them more resilient. ”

At the end of May, the citrus export season to China began with the shipment of 23 tons of clementines and 74 tons of lemons. Valparaíso is the second region in the country that exports these products the most after Coquimbo. Total citrus shipments in 2019 exceeded US $ 318 million, with the main destinations being the United States, Japan, the Netherlands, South Korea and Canada. In terms of products, fresh grapefruits, fresh clementines, fresh oranges and fresh lemons lead the shipment ranking.


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