The Chilean fresh cherry sector has announced its biggest-ever advertising and promotion campaign in China this coming season to build on rapidly growing consumption in the country. 

The US$5 million campaign was unveiled at Asia Fruit Congress held in Hong Kong this week.

The announcement follows confirmation that Chile has recently overtaken South East Asia as the single largest provider of fresh fruits to China.

The ambitious campaign was launched by the Chilean Cherry Committee of the Chilean Fruit Exporters Association (ASOEX) at the ‘Celebrating Cherries from Chile’ buffet lunch.

The event featured the South American country's former President Eduardo Frei Ruiz-Tagle.

Chile’s cherry producers and exporters have invested the money in a five month-long promotional drive that is aimed at building on Chile’s significant progress in the market, a release from ASOEX said.

“Chile is now the largest supplier of fresh fruits to China having overtaken Thailand last season," the association's chairman Ronald Bown said in a release.

"This is a very significant accomplishment because historically the vast majority of the fruit imported by China has been sourced from South East Asia.”

Chile is also the world's leading cherry exporter by volume.

According to former President Eduardo Frei Ruiz-Tagle, the campaign in China will mark a historic achievement.

“This is a joint effort between the public and private sector,” he said.

www.freshfruitportal.com