Chilean cherry season officially kicks off: “Chinese consumers want tasty fruit, not just beautiful fruit”

Written and reported by Macarena Bravo | Lee esta historia en Español.

The Chilean cherry season has just begun, and Jessica Rodríguez, advisor for the post-harvesting firm Trío Kimün, said Chile has the opportunity to win back China after last year's difficult season.

To achieve this, she explained, "quality must be at the center of every decision in the orchard."

The advisor said the Chilean cherry season began unusually early, with a higher volume of early varieties. However, she was clear in saying that more boxes don't guarantee success. 

“The fruit meeting Chinese quality standards regarding firmness or condition is what will determine if the fruit is going to China or other markets," she said. 

Getting over a challenging Chilean cherry season

Last season was a difficult one for Chilean cherry growers and exporters, with prices dropping by over 30 percent compared to previous years. To make matters worse, the season ended in misfortune when a malfunction on the Maersk Saltoro led to the loss of 1,300 containers of fruit.

“The Chinese consumer looks for firm, sweet cherries with good postharvest life," Rodríguez explained. “We are coming from an economically difficult season. Many want to save money, but aspects like pest and disease control cannot be neglected.”

During the 2025-26 Chilean cherry season, producers are facing a major challenge, according to the expert: achieving good sizes and quality that meet the standards of the Chinese consumer without compromising profitability. This is no mean feat, especially while maintaining rigorous phytosanitary requirements at the same time.

"Chinese consumers want tasty fruit, not just beautiful fruit," she added. “Dark-colored cherries generate uncertainty, so they prefer mahogany-colored cherries, which guarantee flavor and durability. If this is not achieved, there will be price penalties or rejection."

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