In order that the fruit productive sector can anticipate the accelerated changes that are experienced today in consumption trends in different markets, due to the pandemic, and in distribution and marketing channels, the Federation of Productores de Frutas de Chile (Fedefruta) signs an important collaboration agreement with Euromonitor International, a leading company in understanding consumer trends.

Euromonitor International is a British consulting firm founded in 1972, specialized in market research, with 15 offices globally and 1,500 analysts present in more than 100 countries.

"For us it is essential to build an alliance with Fedefruta to support its partners to remain competitive in changing international markets," says David Billard, Business Development Manager of the consultancy, in charge of operating growth strategies thanks to his vision of global markets , distribution, production and supply channels, and also on consumer and lifestyle trends that impact the fruit trade on the planet.

For his part, the president of Fedefruta Jorge Valenzuela Trebilcock believes that it is essential to have a guide on issues related to markets and consumer trends, which led the union to create a strategic alliance with Euromonitor: "Changes to Those who are subject to Chilean fruit in the markets, we must look at them with multidisciplinary teams, which help us to visualize opportunities in each of the challenges. That is why we are happy to have an agreement with Euromonitor, which we are sure that fruit growers will know how to take advantage of ”.

Chain restructuring

Among the main challenges that the company identifies today is adapting to the strong changes that the global pandemic has brought with it. In this sense, David Billard indicates that fresh produce exports have had to restructure their supply chains, change their commercialization and migrate to e-commerce, adopt new technologies and enter the digital economy, but at the same time take advantage of the opportunities they offer the healthy and sustainable eating trends that are developing.

"COVID-19 resulted in unstable demand for fresh food products such as fruits and vegetables due to the closure of several channels," says Billard. “Exports became a challenge for fresh produce due to reduced transport capacity on (passenger) flights. Companies need to restructure their supply chains to guarantee distribution, as well as agricultural inputs for production ”.

To help Fedefruta's partners adapt to these accelerated changes, Euromonitor International has various tools to understand the dynamics of distribution channels, the size of markets, the participation of competitors and consumer habits, to fine-tune marketing strategies. e-commerce (monitoring the prices, attributes, packaging, varieties, certifications and countries of origin of fresh fruits in the on-line channel of 40 countries), and consultancies ranging from the identification of mega trends impacting the industry, to the market prioritization, definition of market entry strategies, penetration and growth.