With a lot of optimism, Marcelo Lacunza, commercial manager at Prunesco, sees the current Chilean prune season in the international markets.
“The global demand has continued to be active, especially in Europe which compensates the slight slowdown of the Chinese market. In addition, the quality of the fruit has been excellent, better than last season with high levels of sugar thus making better the consumer’s experience”, he says.
Regarding the markets, the executive adds that Europe has taken a more leading role: “lots of European countries started the season without stock in their warehouses and this has been the main reason for the boost in the demand. Moreover, the United States has diminished its exportation level towards Europe, increasing its exports to Japan and Korea, opening in that way an opportunity for Chile”.
The issue of diversification is key, he says, and makes an example with the situation in Russia that “in the past, it was a very attractive market for Chile. Now with the war with Ukraine, the freights are not the same for Russia and everything became complicated. That is why it is good to diversify: “to put the eggs in different baskets” and not to depend so much on one market like the Russian or the Chinese”.
In relation to the Chinese buyers, during February, less buyers came but we have to wait until the end of the season to see how much they are going to buy and the importance they are going to have within the group of importing countries that, in the case of the Chilean prune, consists of more than 70 countries. “Despite this, the Chinese demand is high and, anyway, I think China will continue to be our number one market during the following three years”.
He also highlights the promotional work being done in India where Chileprunes has played an active role. “But there, we need to explain what the prune is and its numerous health benefits …we have to create consumption and this, evidently, takes time, but, without doubt, has a promising future considering the size of the market”.
Chile is still the main prune producer and exporter in the world; its shipments are close to 90,000 tons per year.
In more than 50 countries
For more than 16 years Prunesco has been the leader of a new market opening strategy, we are present in more that 50 countries. “Our goal has been always not to depend on one market. We were among the first ones to sell to China and Japan and nowadays we are making campaigns in different countries, mainly visiting the retail”, adds Lacunza.
The focus of the business has been to build long term relationships: “campaigns do not bear fruits immediately. In China, for example, it took us several years to generate trust and knowledge regarding the Chilean product. Today, every customer acknowledges the quality of our prune and this is a door opener when there comes an opportunity”.
“As a company we make different campaigns in different countries, we visit the customers, we show the product and highlight its benefits. It is not only about selling but building lasting markets”, he says.
As Prunesco they are present in international shows and they are getting ready to be in Anuga 2025, in Cologne, Germany, from October the 4th to October the 8th.
Besides dehydrated fruit, Prunesco has developed a diversified offer including pulps, juices and retail products supplying international supermarkets with private labels.
Prunesco has been devoted to the processing and packaging of prunes; it has worked for more than 80 years in the dried fruit sector. It was established in 1941 by a group of producers looking for better conditions to export their products; the company has grown and has become the major prune exporter in the southern hemisphere according to its web page.
