In 2024, Chile exported 397,417 tonnes of citrus, slightly down from last year. The U.S. dominated the market share for various citrus types. Despite drought impacts, marketing efforts highlighted Chile’s reliability and commitment to sustainability, especially in Japan, the second-largest lemon market.
In 2024, Chile exported 397,417 tonnes of fresh citrus fruits, showing a slight decrease from the 399,824 tonnes in the previous year, as reported by the Chilean Citrus Fruit Committee. The primary market for these exports was the United States, which absorbed 98 percent of clementine shipments, 95 percent of mandarins, 93 percent of oranges, and 63 percent of lemons. Other notable markets for lemons included Japan and South Korea, receiving 21,000 tonnes and 10,200 tonnes respectively.
Monserrat Valenzuela, the committee’s executive director, 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.” Despite these challenges, the Citrus Fruit Committee engaged in promotional activities to bolster demand in strategic markets.
Valenzuela further emphasized that, “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.” The committee implemented an extensive digital marketing campaign utilizing social media platforms including Instagram, TikTok, and Facebook to stimulate consumption.
The marketing initiatives aimed to position Chile as a trusted supplier of citrus, emphasizing commitments to sustainability, technology, and innovation. Specifically in Japan, which is the second-largest market for Chilean lemons, targeted campaigns were directed towards importers and retailers. Valenzuela noted that, “Every season, visitors are invited to an activity in which a specialised chef makes different preparations with Chilean lemons,” along with presentations showcasing the unique qualities of Chilean lemons and the technology employed in their production and export.
In summary, Chile’s citrus exports for 2024 remained stable despite slight fluctuations. The United States remains the dominant market, while effective marketing campaigns underscore Chile’s dedication to quality and sustainability. The continued focus on strategic promotional activities positions Chilean citrus for enduring success in the global market.
Original Source: www.fruitnet.com
