In 2024, Chile’s citrus exports totaled 397,417 tonnes, slightly less than the previous year’s figures. The US was the leading market, with significant shipments of various citrus varieties. Promotional activities, particularly digital marketing, aimed to maintain demand and position Chile as a sustainable supplier despite drought challenges affecting yields.
In 2024, Chile exported 397,417 tonnes of fresh citrus, a slight decrease from the previous year’s 399,824 tonnes, according to the Chilean Citrus Fruit Committee. The United States remained the primary recipient, accounting for 98 percent of clementine shipments, 95 percent of mandarins, 93 percent of oranges, and 63 percent of lemons. Significant lemon exports were also made to Japan and South Korea, totaling 21,000 tonnes and 10,200 tonnes respectively.
The 2024 citrus season was impacted by a drought, particularly affecting Region IV. Monserrat Valenzuela, the executive director of the Chilean Citrus Fruit Committee, noted that this climate challenge coincided with the average start of the clementine harvest, which negatively influenced yield.
The committee maintained extensive promotional activities in key markets. Valenzuela highlighted the changing supply-demand trends, stating that with year-round availability of citrus fruits, demand surges during the Northern Hemisphere summer. Digital marketing campaigns on platforms such as Instagram, TikTok, and Facebook emphasized contests and shared creative recipes, focusing on the health benefits and production journey of Chilean citrus fruits.
Targeted marketing in Japan concentrated on importers, retailers, and specialized media. Valenzuela elaborated that an annual event invites chefs to demonstrate diverse recipes using Chilean lemons. Additionally, attendees receive informative presentations about the unique characteristics of Chilean lemons along with a video showcasing the production and export process utilizing advanced technology.
In conclusion, Chile’s citrus exports remained stable in 2024 despite challenges including drought impacts. Strategic marketing efforts, particularly in vital markets like the US and Japan, played a critical role in sustaining demand. The emphasis on sustainability and innovation in the Chilean citrus industry continues to boost its reputation as a reliable supplier.
Original Source: www.fruitnet.com
