The fourth edition of the most important technical meeting in the cherry industry began with a powerful reflection on the challenges facing the sector today. In her opening address, Claudia Soler addressed the structural changes taking place in the Chinese market, explaining that the consumer in the Asian giant has evolved significantly in recent years and now exhibits very different purchasing habits than those observed previously. “We are facing a much more mature market and a much more educated consumer,” she noted.
One of the main changes, she elaborated, is the consolidation of a new consumption occasion: daily consumption. While cherries have historically been strongly associated with gifts, today more and more people are buying them for personal consumption, in more everyday contexts. This change has profound implications for the industry, and in light of this new reality, Soler emphasized that today’s consumer is constantly connected, comparing, researching, and sharing their experiences, which accelerates the dissemination of any quality issues.
“Today, any defect is quickly identified. This is a premium consumer who pays for quality and demands that the product fully meet their expectations,” she stated.
The Executive Director of the Chilean Cherry Committee highlighted that consumers are now checking even previously unthinkable information, such as the packing date, demonstrating a much higher level of sophistication than in previous seasons, where quality is no longer negotiable.
Faced with this scenario, the Cherry Committee is working on multiple strategic lines, focusing on stimulating demand, strengthening the industry’s reputation, and optimizing logistics.
In this last area, Soler emphasized that the cold chain and transit times are crucial for preserving quality and condition. In this context, she noted significant progress with Cherry Express services to China, but also pending challenges in strategic markets such as Korea, Europe, and India. She also stressed that the so-called “last mile” has become a critical factor in ensuring that the fruit reaches the end consumer in optimal condition.
“There is no longer room for error. Any improvement, however small, can make a significant difference,” she concluded.
We invite you to read the full interview below.