Chilean Citrus Exports Show Stability Amid Marketing Innovations in 2024
Chilean citrus exports in 2024 totaled 397,417 tonnes, slightly lower than last year’s figures. The US remains the largest market, with significant lemon exports to Japan and South Korea. The Chilean Citrus Fruit Committee’s marketing efforts have included a digital campaign to promote consumption and highlight sustainable practices, with targeted initiatives in Japan for key stakeholders.
Chilean citrus exports for 2024 reached 397,417 tonnes, reflecting a minor decrease from the 399,824 tonnes exported in the preceding year, as reported by the Chilean Citrus Fruit Committee. The United States remains the primary market, importing 98% of clementines, 95% of mandarins, 93% of oranges, and 63% of lemons from Chile. Japan and South Korea follow as significant markets for lemons, importing 21,000 tonnes and 10,200 tonnes respectively.
Monserrat Valenzuela, executive director of the committee, stated, “The beginning of the 2024 season was marked by the impact of the drought on citrus fruits, especially in Region IV. The rains that occurred during the season began after the average start of the clementine harvest, which affected the yield of this species.” The promotional activities by the committee focus on key markets, adapting to the changing landscape of supply and demand, particularly with citrus availability year-round keeping pace with rising demand during the Northern Hemisphere summer.
The marketing strategy included a robust digital campaign featuring posts on Instagram (@fruitsfromchile), TikTok, and Facebook. These platforms host contests to stimulate consumption, alongside sharing videos of healthy recipes and insights into the production and export stages of Chilean citrus. The initiative emphasizes Chile as a reliable citrus supplier committed to sustainability and innovation.
In Japan, the campaign targeted importers, retail sectors, and specialized media. Valenzuela elaborated, “Every season, visitors are invited to an activity where a specialized chef prepares different dishes using Chilean lemons. Additionally, a presentation shares crucial information about the unique attributes of Chilean lemons, accompanied by a video illustrating the production and export process with advanced technology involved.”
In conclusion, Chile’s citrus export figures for 2024 demonstrate a slight decline compared to the previous year. Nonetheless, the country effectively maintains vital markets, particularly in the United States, while also emphasizing a commitment to sustainability and innovative marketing strategies. Promoting Chilean citrus in Japan through engaging culinary demonstrations and information dissemination reflects the industry’s adaptive approach to global market demands.
Original Source: www.fruitnet.com
