The difference is that this last month represented 27.5% of the total up to that date last year, and this year it will be around 40% of that which was exported to the USA up until April 10th. Therein lays the problem.

Uncertainty is dominating conversations, and the experience with significant volumes has been negative in past years, especially at the end of the season. Additionally, there is the decreased mobility of the market as a result of a season with limited volumes and attractive prices for exporters. The problem is already here, the worst option would be to remain passive, because market forces will push prices inexorably downwards.

The point today is to promote, highlight, and incorporate in each contact with American importers the measures that could revert a drop in prices. The question is, what is the difference between this year’s grape supply and that of past years? Our grapes have 2 totally new characteristics, namely that they survived an 8.8 earthquake and that the harvest continued nonetheless in order to reach markets and the favorable weather that comes during the months of February and March, which has been the best ally to have good harvests this period of the season. The fruit is well ripened, and does not have any problems with its condition, which is the result of many who were affected by this catastrophe, but made the effort nonetheless.

These are the primary qualities that American traders can count on; resistant fruit that can be sold off in sparing quantities, and fruit that has been harvested from earthquake affected zones, which has had an emotional impact and has stirred consciences. Few were indifferent to what happened, judging by the innumerable offers of help and outreach we had from other countries. Chile had the volumes necessary to arrive in the USA before the marketing order. Today even more so, given that the fruit has the condition to remain in cold storage if necessary and to manage the market with some adjustments to prices and promotions to energize a market that is accustomed this year to consume less and pay more.

The point is, how to quickly and efficiently coordinate a promotional campaign that will make end consumers aware that Chilean grapes this year are better than ever? This is possible with creative minds that act quickly, but just as importantly, it is the contact that each exporter must have with his or her American counterpart, herein, our main market.