In 2024, Chile’s citrus exports totalled 397,417 tonnes, slightly less than 2023. The US dominated as the main export market, with Japan and South Korea also notable for lemon imports. Marketing efforts focused on enhancing visibility in strategic markets, overcoming drought challenges, and promoting sustainable practices in citrus production.
Chilean citrus exports remained steady in 2024, with a total of 397,417 tonnes shipped, slightly down from 399,824 tonnes in 2023, as reported by the Chilean Citrus Fruit Committee. The predominant export market was the United States, which accounted for up to 98% of clementine sales, 95% of mandarins, 93% of oranges, and 63% of lemons. Japan and South Korea also featured prominently in the lemon market, importing 21,000 tonnes and 10,200 tonnes respectively.
The executive director of the committee, Monserrat Valenzuela, noted that the start of the 2024 season faced challenges due to drought conditions affecting citrus production, particularly in Region IV. The average onset of harvest for clementines was delayed due to rainfall, impacting overall yield. Valenzuela emphasized the need for adaptation in response to environmental factors.
To address market dynamics, the committee enhanced promotional efforts in strategic markets. Valenzuela indicated that with a year-round supply of citrus fruits, there is a growing demand during the Northern Hemisphere summer. Thus, digital marketing campaigns utilizing Instagram, TikTok, and Facebook were launched, focusing on engaging consumers through contests and showcasing healthy recipes involving Chilean citrus.
In Japan, the marketing strategy targeted importers and the retail sector, enhancing visibility through specialized media. Valenzuela mentioned hosting culinary demonstrations featuring a chef preparing lemon dishes and providing educational presentations about Chilean lemons. These initiatives included detailed videos showcasing the production process and advanced technology that underpin Chile’s citrus exports.
Through these comprehensive marketing efforts, the Chilean citrus industry aims to reinforce its image as a reliable and innovative supplier, committed to sustainability and technological advancement.
The article provides an overview of Chile’s citrus export performance in 2024, highlighting the slight decline in volumes compared to the previous year. It underscores the importance of the US market along with emerging markets like Japan and South Korea. Additionally, the impact of environmental factors, such as drought, on harvest yields and the ongoing promotional efforts to bolster demand in key markets form the crux of the discussion. The marketing strategies employed by the Chilean Citrus Fruit Committee are crucial for maintaining visibility and competitiveness in dynamic agricultural markets.
In summary, Chile’s citrus exports in 2024 remained stable despite a slight decline in total shipments compared to the previous year. The US continued to be the primary import market, with promotional activities aimed at enhancing visibility and demand in Asia, particularly Japan. The industry aims to adapt to climatic challenges while positioning Chile as a leader in sustainable and innovative citrus production.
Original Source: www.fruitnet.com
