"This year has been very good for us," says María Elena Villablanca, Verfrut's Europe Manager. The campaign has been marked by a scarcity of containers and high tariffs, but also by the quality and market expansion for its main fruits: kiwi, cherry, and grapes.
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Kiwifruit: Expansion into new markets and stable prices
"Chilean kiwis have a stable market in Europe and are growing in Latin American markets and India. We are in the middle of the season, and we are seeing very good prices. Currently, they are selling for between 26 and 27 euros per box in Europe. The lower supply in Greece and Italy has been favorable for Chilean green kiwifruit and facilitated the signing of programs with supermarkets in the United Kingdom and the launch of initiatives in India and Brazil. The company expects to reach 2 million boxes exported in 2-3 years, thanks to growing demand and diversification of destinations," says Villablanca.
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Cherries: Logistical impact and lessons learned
Verfrut's Chilean cherry faced an unprecedented logistical challenge: The incident involving the Maersk Saltoro vessel, which transported containers for the company. "The fear was greater than the actual impact, noting that most of the fruit had already been marketed before the accident. For the next season (2025-2026), the prospect is to reach 5 million boxes, with China and the United States as the main destinations and a renewed focus on diversifying in Japan, Korea, and Taiwan," says Villablanca.
The strategy of the cherry committee and Verfrut is focused on "diversification and making sure to deliver the right sizes and quality," reducing dependence on a single market, and adjusting to new logistical requirements.
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Grapes: Premium quality and strategic markets
"Grapes are the core of Verfrut's operation in Peru, with 7.6 million boxes exported this season, more than in the previous one. However, the lack of water and port congestion made things harder at the start. The issue with the containers hit us hard. They were redirected to Chile for cherries, and this resulted in a more limited availability in Piura," said Villablanca.
"The seedless varieties, such as the Sweetglobe, Autumn Crisp, Candy Hearts, and Allison, stand out in Asia and the United States, with average prices ranging between 2.9 and 3 dollars per kilo, well above the 2.2 dollars of the Red Globe. Chile, for its part, closed the season in March, with a lower contribution to the total production due to the switching to other crops," he says.
Logistics remains a big challenge. "The tariff is not going down and transit times are not going to improve," says Villablanca. Still, the company is relying on its vertical model and its direct relationship with supermarkets to overcome the difficulties and guarantee the supply of premium fruit. "Asia is always going to be a premium market for us," he says.
For more information:
María Elena Villablanca
Verfrut
Tel.: +56 9 6836 6191
[email protected]
www.verfrut.com
