Chilean stone fruit industry eyes strategic pivot to restore consumer trust

Writing and reporting by Macarena Bravo. | Lee este artículo en Español.

A major shift in strategy is long overdue for the Chilean stone fruit industry, said Juan Pablo Mozó, Commercial Manager at grower-exporter firm Greenvic. Speaking at the International Fresh Produce Association (IFPA) meeting in the country’s capital, Mozó called for a complete overhaul of the hub's current development model following a challenging export cycle.

Juan Pablo Mozó at the IFPA meeting.

The sector confirmed a two percent year-on-year decline in exports during the 2025/26 season, with total shipments reaching 295,000 metric tons. Mozó attributed the downturn to increased shipments into Asia, particularly nectarines and plums, alongside weather-related quality issues that resulted in subpar fruit reaching retail shelves.

"Quality is no longer a competitive advantage; today it is a minimum requirement to remain in the market," Mozó emphasized, stating that the industry must regain the trust of international consumers to sustain future growth.

Chilean stone fruit’s single market reliance

The industry faces severe bottlenecks, Mozó said, with roughly 53 percent of all production concentrated in January. This sharp volume spike causes market saturation, depresses prices, and creates major logistical hurdles.

"We need to optimize the weekly export curve to avoid collapsing the markets in a single month," Mozó stated.

Compounding the volume crunch is a heavy reliance on a single market. China has driven rapid growth for the category in recent years, prompting Chilean growers to shift about 65 percent of their nectarine production to white-flesh varieties. 

However, China’s economic deceleration and increasingly cautious consumer spending have reduced the demand for imported fruit, which local shoppers now view as a luxury.

To address this, Mozó urged the industry to accelerate market access in alternative regions. Europe, the Middle East, Russia, and Latin America, where buyers are willing to pay premium prices, emerge as alternative destinations, he said.

Prioritizing quality

Mozó further noted that prioritizing early-season market arrival over a positive eating experience has been a critical mistake for Chilean exporters. Shipping stone fruit with low dry matter, poor color, or insufficient maturity may net high initial returns, but the expert warned it ultimately damages the entire category's reputation.

Varietal updates also lag behind market demands. While Chile has introduced new genetics, many orchards still produce older varieties that lack the stamina for long-distance transit. 

Mozó also criticized the practice of marketing multiple distinct varieties under a single commercial name, noting that it drags down the reputation of superior-performing fruit. He concluded that the industry must move away from short-term competition and adopt a unified strategy focused on strict quality standards, supply management, and technological upgrades such as traceability.

"Quality, collaboration, and a long-term vision will be the keys to seizing the enormous potential that the stone fruit industry still has. If we continue to prioritize immediate benefits, we run the risk of losing a historic opportunity," Mozó said.

*All images are referential.

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