Brix degrees, firmness, and uniformity/color coverage are key elements for Chinese buyers when defining the QUALITY of Chilean fresh plums, D’Agen, says Martín Barros, commercial assistant manager at Ranco, who will be one of the main speakers at the upcoming EXPO Ciruelas Secas 2026, delving into these topics in his talk “Analysis and Outlook for the Plumb Business.”
The agricultural engineer emphasizes that in the Chinese fresh fruit market, “quality defines price very directly: good quality fruit gets a high price, but fruit that does not meet standards sees its value drop significantly. These variables are closely monitored by the market and make a difference at the point of sale.”
However, the executive emphasizes that the real challenge is not only to produce good quality fruit in some opportunities, but to achieve consistency over time. “In China, the key is not only to produce, but to be able to deliver consistent quality fruit. That is what allows us to build trust with customers and move towards more relevant commercial programs,” he explains.
In this context, Ranco works with both the traditional Chinese wholesale market and specific retail programs. “There are customers who work directly with retailers, and they demand not only quality but also consistency. Retailers, in general, pay for consistency,” says Barros. To access these channels, he adds, the fruit must meet clear minimum standards. It does not need to be exceptional, but it does need to be consistent and reliable.
Barros warns that lack of uniformity can become an industry-wide problem. “It’s no good having 80% very good fruit and 20% mediocre fruit, because that 20% ends up damaging the 80%. There is a reputational issue at stake,” he points out. For this reason, he argues that when a product does not meet the required standards, the decision must be clear: ”We prefer to stop it and not to ship it as fresh fruit. Fortunately, there is the alternative of dried fruit, which also looks attractive this year.”
Regarding the market, Barros indicates that shipments of fresh plums to China are still limited compared to other fruits, such as cherries, but show significant potential. Currently, 75 Chilean exporters ship this fruit to China, around 2,200 containers, equivalent to about 47,500 tons. Ninety-eight percent of Chile’s total exports go to that country.
Finally, the executive acknowledges that there is still a lack of awareness in the industry about the product that the Chinese market really demands. “Buyers often clearly distinguish between exporters that deliver consistent fruit and those that do not. That is why it is key to move towards a more strategic approach that is aligned with what the market needs,” he concludes.
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