Stability of Chilean Citrus Exports with Strategic Marketing Initiatives in 2024

In 2024, Chile exported 397,417 tonnes of fresh citrus, a slight decrease from 2023. The US remained the largest market for Chilean citrus, with promotional activities focused on enhancing visibility and addressing challenges like drought. The marketing campaign emphasized sustainability and innovation, particularly in the Japanese market.

In 2024, Chile’s export of fresh citrus fruits totaled 397,417 tonnes, a slight decrease from 399,824 tonnes in the previous year. The data was reported by the Chilean Citrus Fruit Committee, highlighting that the United States remained the dominant market, accounting for 98 percent of clementine shipments, 95 percent of mandarins, 93 percent of oranges, and 63 percent of lemons. Japan and South Korea also represented significant markets, importing 21,000 tonnes and 10,200 tonnes of lemons, respectively.

The executive director of the committee, Monserrat Valenzuela, noted that the start of the 2024 citrus season was influenced by drought conditions, particularly affecting Region IV. The onset of rainfall came after the average beginning of the clementine harvest, which adversely impacted the yields of this variety.

To address market challenges, the committee initiated extensive promotional activities focusing on key strategic locations. “The supply and demand profile has changed significantly, with availability of citrus fruits 365 days a year feeding growing demand during the Northern Hemisphere summer,” Valenzuela remarked.

The marketing initiatives included a robust digital campaign executed last season, featuring posts on Instagram (@fruitsfromchile), TikTok, and Facebook. This campaign involved contests to promote consumption and provided videos with creative recipes using Chilean citrus, along with insights into the production and export processes.

Furthermore, to emphasize Chile’s reputation as a reliable supplier focused on sustainability, technology, and innovation, the campaign aimed to elevate the country’s citrus industry. In Japan, the promotional activities specifically targeted importers and the retail sector, which included culinary demonstrations by specialized chefs. “And every season, visitors are invited to an activity in which a specialised chef makes different preparations with Chilean lemons,” Valenzuela explained, underscoring the dedication to showcasing the distinct features and quality of Chilean citrus products.

Chilean citrus exports experienced stability in 2024, with the United States remaining the principal market. Efforts by the Chilean Citrus Fruit Committee to promote these fruits through digital marketing and strategic presentations have bolstered the industry’s image and addressed challenges posed by drought and market fluctuations. The commitment to sustainability and innovation continues to define Chile’s citrus export landscape, ensuring its competitiveness in key international markets.

Original Source: www.fruitnet.com