The cherry industry has already entered its “second phase,” and for Rafael Rodríguez, the main challenge lies in producers’ ability to adapt to a scenario of lower returns and greater pressure on profitability. During his participation in Forum 1 of CherryTech 2026, titled “How to Face the Second Phase? Analysis from the Producer’s Perspective,” Rodríguez emphasized that the first step is to accurately understand the reality of each orchard.
“Producers must have a very clear understanding of their costs and production levels,” he stated, underscoring that the current volume problem in the market will not be resolved quickly, making internal decisions especially important. Along these lines, he explained that it is now essential to identify which orchards have true productive potential and which require replanting, conversion, or even removal from the system. “We need to analyze where we have a good production ceiling and where we don’t, in order to focus resources on what truly generates value,” he noted.
Rodríguez also warned about the risks of so-called “misguided savings.” Reducing costs cannot mean sacrificing critical management practices, such as health programs, nutrition, or post-harvest strategies, as this can ultimately deteriorate the fruit’s condition and exacerbate the problem. “Playing it safe means making smart efficiencies, not simply cutting costs in half,” he explained.
The agronomist also emphasized that producing premium fruit no longer depends solely on the orchard and that the big question is maintaining that quality throughout the entire logistics chain. “We know how to produce good fruit. The challenge today is not to ruin it after harvest,” he stated, stressing the importance of transit times, processes, and the condition upon arrival at the market.
You can read the full interview here.