The cherry industry in our country is facing a turning point. After years of expansion, high returns, and sustained export growth, the current scenario demands a different approach. This will be the central theme of the forum, which will bring together leading producers with the aim of generating in-depth reflection on the challenges the sector faces in maintaining its competitiveness in an increasingly demanding market, where profitability no longer depends solely on production volume, but on the ability to deliver excellent fruit and respond to new commercial conditions.
One of the key figures on this panel is Rafael Rodríguez. For the agronomist and president of Uvanova, the main contribution of this forum will be sharing experiences accumulated over years of work in different areas of the industry.
“The focus is on sharing experience.” We have had many successes, but also setbacks and lessons learned. Although cherries have been a path to success, we have experience with other crops that have undergone similar processes. This second phase requires analyzing what we can do within our own sphere to be more competitive and contribute where we can,” he noted, adding that one of the major challenges will be moving towards greater production specialization. In his opinion, cherries no longer allow for lax management practices and demand highly professional producers with a clear understanding of their costs, varieties, and the real demands of the market.
He also highlighted that the industry currently has significant advantages: technical knowledge, export experience, consolidated infrastructure, and a much deeper understanding of varieties, production ecozones, and the logistical limitations that shape the business.
Another key figure who will be present at this forum is Juan Puntí, Country Manager for Cherries and Diversified Products in Chile at Exportadora Prize, who stated that the industry is entering a new stage where growth is no longer the primary objective and excellence has taken center stage.
“The second half is about quality, consistency, and the ability to deliver a superior consumer experience,” he stated.
From his perspective, future competitiveness will depend not necessarily on producing more fruit, but on producing a better product. To achieve this, producers must broaden their concept of quality, incorporating aspects such as condition, firmness, flavor, post-harvest life, and performance during transit to destination markets.
“The true result occurs when that cherry is consumed thousands of kilometers after being harvested,” he added, emphasizing that the experience of each box directly impacts the perception of the entire category.
Along the same lines, Alejandro Salas, Agricultural Manager of Solfrut, who will also participate in the panel discussion, stated that this event will be an opportunity to rethink the cherry business in light of the results observed in recent seasons: “We must improve productivity without losing sight of quality. There is no room for error.”
Salas stated that producers must work with clear production goals based on variety and rootstock, define cost targets per kilo produced and exported, and focus their investments and management practices on those tasks that truly impact the final result.
In this way, the discussion forum -the first of two to be held at the fourth edition of CherryTech -will address a crucial question for the future of the industry: how to build a more competitive, profitable, and sustainable cherry industry in a scenario where knowledge, efficiency, and quality are the main differentiating factors.
This panel will be complemented by high-level masterclasses, company booths, and the presentation of scientific posters, all taking place on June 17 at the Gran Arena Monticello.
To access the complete event program, CLICK HERE.
To purchase tickets, CLICK HERE.