The Chilean citrus season began recently with the first shipment of clementines to the United States. Chile, the largest exporter of citrus in the southern hemisphere, will also supply mandarins, navel oranges and lemons to the United States. Promotional support will run from June to October.
The forecast for citrus production in Chile is 45,000 tons of clementines, 120,000 tons of tangerines, 90,000 tons of oranges and 90,000 tons of lemons. Logistical and weather issues have influenced global volume, resulting in an expected 12% decline from 2021.
The United States received 88% of all Chilean citrus exports in 2021, with 97% of clementines and mandarins shipped to the United States. While the United States will continue to receive the majority of Chilean citrus exports, volume will be lower this year, especially for clementines. A 35% decrease in clementine volume is anticipated.
The Chilean Citrus Committee is developing a new brand campaign that will include digital advertisements, influencer posts and virtual demonstrations, as well as programs with shopping apps such as Shopkick. With the return of more in-store merchandising opportunities, the committee will also implement in-store programs that highlight the taste, nutrition and convenience of Chilean citrus.
Retail promotions will be the key focus for the committee. “This season, perhaps more than ever, it is crucial that we work closely with the trade on flexible and targeted programs to drive sales,” said Karen Brux, director of marketing for the Chilean Fresh Fruit Association. “Having encountered numerous logistical problems over the past year, we have learned to put in place flexible programs that can be turned on and off quickly. The ability to be quick, agile and creative will continue to be important during the citrus season.”
“The volume of Chilean citrus has increased by 25% in the last five years,” said Juan Enrique Ortuzar, president of the Chilean Citrus Committee.
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