The U.S. cranberry industry is eyeing a big future in the Chinese market, with increasing export volumes and consumers' growing 'affinity' toward the fruit

The Cranberry Marketing Committee (CMC) said shipments were up 86% in 2013, and increased a further 104% in 2014.

For the 2013 crop year running from September to August 2014, the CMC recorded an increase of more than three million pounds (1,500 metric tons) of cranberries exported to China.

"The opportunity identified by the CMC's 2012 research has rung true and the affinity toward the cranberry is strengthening as Chinese consumers become increasingly aware of the berry's health benefits, versatility and many culinary applications," CMC executive directive Scott J. Soares said in a release.

The organization said creative awareness for the fruit and establishing its 'American's Original Superfruit' message had been key to encouraging export growth.

Recently, leading media professionals and power bloggers from Women's Health, China Food, Sina Fashion, Sina Eladies, Trends Cosmopolitan, Shanghai Times, Hunan TV, and Pan Pan Cat were invited to Massachusetts to get a hands-on experience with U.S. grown cranberries

Like most imported products, cranberries are still relatively expensive in China and have only been available in limited quantities. However, given a current surplus in the U.S., Soares sees opportunity to making cranberries more readily and regularly available

By inviting media to see the harvest process up close, the CMC is hoping to impress upon China's 1.3 billion population and potential consumers.

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