With broad participation from government officials, producers, exporters, and key industry stakeholders, the 13th edition of the Prune Expo 2026—the industry’s leading national event—was held; it was organized by Chileprunes.
At the event’s opening ceremony, Chileprunes President Pedro Pablo Díaz highlighted the unique and strategic nature of this industry for the country. With production nearing 100,000 tons and present in more than 80 markets, Chile ranks as the world’s leading producer and exporter of prunes, a reflection of sustained efforts across the entire value chain.
“This is a small yet significant industry that has brought enormous benefits to Chile and the world. Our agricultural production, harvesting methods, drying techniques, processing, and marketing are unique, delivering to the end consumer a product whose quality is comparable only to that of the most complex industries. Given the high degree of specialization, this is a business for experts only.”
However, we cannot settle for a size 75 for our plums. Although it may be inconvenient, adds the president of Chileprunes, we must focus on producing larger, sweeter plums for European markets, which are demanding quality and not just “natural condition.”
For his part, Undersecretary of Agriculture Francesco Venezian highlighted the industry’s strategic role within the national agricultural and forestry sector, noting its dynamism, export capacity, and public-private coordination.
“The plum industry is an example of the potential of the Chilean agricultural sector. With more than 600 producers, a presence on over 13,000 hectares, and exports exceeding $300 million, it has firmly established itself in international markets,” he said.
Meanwhile, ProChile’s Executive Director, Ignacio Fernández, highlighted the Chilean industry’s success in international markets and the collaboration between the public and private sectors. “Chile is now the world’s leading exporter of prunes, which is an extraordinary achievement. This leadership is the result of collaborative efforts and a consistent internationalization strategy.”
Antonio Walker, president of the National Agricultural Society (SNA), highlighted the growing importance of dried fruit within Chile’s export sector. “Fruit growing is Chile’s second-largest export sector after copper, and within it, dried fruit—especially the D’Agen plum—has been gaining an increasingly significant foothold thanks to the expansion of its planted area. They have demonstrated a great capacity to conquer international markets, especially due to the work they do on sustainability in their orchards,” he noted.
In this regard, Pedro Acuña, director of Chileprunes, noted that “sustainability in our industry is not just about the environment: it is a comprehensive approach that encompasses production, social, and economic aspects, and aims to ensure the sector’s long-term viability.” He added that “we are charting a clear path, with standards, audits, and certification, that will allow us to have a visible seal by 2027, backed by the Chilean government.”
Global production and China’s influence
José Antonio Soffia, commercial manager at Superfruit, noted that global production has averaged around 210,000 metric tons (MT) over the past 15 years, with an expected decrease of about 10,000 MT in 2026 (falling from 204,000 MT in 2024/25 to a projected 191,250 MT in 2025/2026
“The global supply of prunes is highly concentrated: four countries account for nearly 95% of global production, meaning that any change has a significant impact on the market; and if we look only at Chile and the U.S., that figure is 70%.”
He also mentioned the Chinese market. “That country’s growth as a market has been extraordinary, rising from importing about 5,000 metric tons in 2010 to around 40,000 last year. It is a key market and a strategic challenge for the industry. Chinese consumers associate plums and prunes with health benefits, which has driven demand and opens up opportunities for market positioning.”
For his part, Cristián Benavente, commercial manager at Exportadora Rancagua, also mentioned China, but in the context of the plum market; 96.2% of this Chilean fruit is exported to China.
Why do Chinese consumers eat so many Chilean D’Agen plums and prunes? Because unprocessed foods are strongly associated with good health (digestion, among other benefits); second, that country is known for seeking high sugar content, and our fruit is sweeter than usual (for example, compared to the Uzbek product); third, there is an air freight market that understands the Chinese demand well and steps in when local supply is limited.
Juan Pablo Sotomayor, Production Manager at Frutexsa, conducted an analysis and production forecast for plums: while official figures indicate 13,500 hectares of D’Agen plum trees, I believe we are closer to 14,500 hectares (based on conversations with producers and nurseries, and given that the data is released every two years). But the most interesting part: he projects 16,500 hectares by 2030.
“Today, the industry in Chile is producing around 115,000–117,000 tons, and with current plantations, we could project reaching 130,000 tons in the coming years. However, this growth must be managed carefully: every additional 1,000 hectares means about 10,000 more tons that the market must absorb. Therefore, rather than growing rapidly, the challenge is to manage expansion, ensure quality, and sustain prices in an international landscape where other countries are also adjusting their supply.”
He added that “it is key not to overplant and to focus on quality: if we want to sustain good prices, we must take care of the fruit and professionalize every stage of the process. The recent good prices have sparked great interest, but we cannot forget that the business is cyclical: all it takes is for global supply to increase for conditions to change rapidly.”
Focusing on Millennials and Generation Z
Sebastián Valdés, business executive, discussed the consumption of dried plums, citing three key markets for Chile: Mexico, Germany, and Poland. Undoubtedly, each country has its own unique characteristics. In Mexico and Poland, consumption is closely linked to price and GDP. In Germany, these factors have less influence, and among those over 65, practically none at all.
However, a common trend across all three countries is the impact that Millennials (born between 1981 and 1996) and Generation Z (born between 1997 and 2012) have on prune consumption—but in the opposite direction: as these new generations enter the market, average per capita consumption decreases.
Although they make up 25% of the total population, they account for 40% of wellness spending. Younger consumers are conceptualizing wellness differently, says Valdés. “Young people are looking for ‘functional nutrition.’ They scrutinize labels closely. They want food to act as a supplement. They don’t want a pill, but they want the food to replace what the pill does, as if it were a supplement. In this world, how does the prune compete? How do we get the prune into the daily diet of Millennials and Generation Z in a market “addicted” to good nutrition? How do we transform it into a wellness capsule? That is the challenge.
For his part, Joe Turkovich, a California prune producer, former president of the CA Prune Board, and chair of the nutritional research committee, notes that the future of prunes lies in defining the path to take: that of “value” or that of “commodity.” Chile, he says, already leads in volume, but its next phase must be to make the leap toward leadership in value, where R&D, market research, and collaboration with other countries all play a significant role.
“Global demand requires consistency in both the product and the message, long-term investments, and credibility. We must know how to reach consumers in different ways, understanding the culture behind each one. And a question here is whether there will be collaboration or competition. Undoubtedly, we will always be competing, but we can collaborate to achieve a coherent message that reaches the (global) consumer, and the work through the International Prune Association (IPA) is proof that we can indeed collaborate. Collaboration is very valuable for everyone.”
Matías Guzmán, Founding Partner and COO of Neutral Farming, spoke about the integration of AI into agricultural operations, noting that it offers three major benefits: it provides an immediate, real-time response; it enables quick and easy certification; and it achieves a reduction of up to 30% in various inputs. For example, it irrigates and fertilizes with precision thanks to smart diagnostics that provide actionable recommendations for fertilization and irrigation.
The Prune Expo has established itself as a vital platform for the entire production chain, facilitating the exchange of knowledge, the identification of trends, the creation of collaborative networks, and the shaping of the sector’s future. The event brought together producers, processors, exporters, importers, authorities, and national and international experts. With a focus on innovation, sustainability, and international expansion, the sector plans to continue strengthening its global presence and contributing to the country’s economic and agricultural development.
