Jorge Esquivel and the future of the cranberry industry: "Chile to remain in this business must be competitive"
"We must aim for more productive varieties and offer us guarantees that we will obtain a fruit of better quality and condition, and do things well in the garden, because it is key that the producer continues to professionalize"
Jorge Esquivel Manterola, general manager of Blueberries Consulting, is a blueberry producer and international advisor to several other Latin American producers in different countries, which allows him to have a very holistic view of the industry and be categorical when analyzing the future of the industry. Chilean cranberry industry.
We ask him:
- There are many opinions regarding the work of the industry, some think it has stalled and there must be a radical change, others say that the business is in good health, what is your view on this?
The cranberry industry has had to face various adverse scenarios, not only with regard to the general slowdown in the economy, but also we have been affected by more specific issues, such as the condition of our fruit in destination, the low productivity of some varieties or the impact of climate change, among other obstacles. To this we must add the development of our competitors and the permanent port strikes, the DGAC and the SAG in times of greatest impact.
This creates a feeling of stagnation, however I believe that the experience gained by our industry makes it in good health to face these and other challenges. And in this perspective, I believe that Chile to remain in this business must be competitive, with the use of technology, with new varieties, with first-rate advisors, with increasingly professionalized producers. When I refer to the use of technology, I mean the entire technological package that implies an integral way of facing the crop, from a good varietal choice as well as the use of quality substrates, monitoring of climate and soil conditions that improve irrigation management, measurement of soil temperatures, radiation, use of nutritional monitoring, resource optimization, local identification of pre-harvest factors that affect quality and condition, use of process lines and calibrators, use of post-harvest technologies, all this to optimize the commercial distribution plan and ensure a good arrival at the destination. Competitiveness must be retaken. In my opinion, if Chile does not measure up to these circumstances, I do not see a very promising future for the industry.
- Should there be a varietal change then?
Of course, you have to change the varieties as soon as possible, obviously that speed will depend on the structure of each agricultural. We must aim for more productive varieties, better caliber firmer varieties that offer us assurances that we will get a better quality fruit and condition and do things right in the garden, because the producer has yes or yes to continue professionalizing .
The general manager of Blueberries Consulting recognizes that in recent times the Chilean production has not offered a fruit of the best quality and condition - although he warns that this has been due to the multiple factors previously listed - reaching the product in a very diminished condition destination with respect to the competition or the consumers' own expectations. "This has made it difficult to have good economic results", He points out.
- Every day more countries are added to the crop and more surface is planted with blueberries, which causes a clear increase in the competition, do you think that the alternative is to massify the taste for the consumption of this fruit or is one of those who prefer to keep less actors in the business?
I do not think that in the short term this fruit can be converted to a mass consumer product, prices and special properties allow differentiation, however, if it happened prices remain stable, for its healthy characteristics, their relationship with healthy diet, because it is considered a superfood. Regarding the competition you have to be alert and worry. Professionalizing, doing things well, and producing quality fruit, we will remain in business maintaining a leadership position. Peru is a separate case, its development is visible and vigorous and it does the industry very well, although at some point they must also stop to adjust their industry, but Peru is not our direct competitor, it is rather complementary.
Blueberries Consulting closes a year of multiple activities. During 2016, it kept its web portal permanently updated, with the necessary information required by the different industry players. Organized and conducted International Seminars in Chile, Mexico and Peru, with great assistance and relevant presentations. In the middle of the year, he launched Blue Magazine, a paper magazine that supports his extension work, and ended the year doing a technical-commercial tour of the Chilean blueberry industry, touring it for a week from south to north of the country.
According to Jorge Esquivel, in 2017 Blueberries Consulting's offer will be as or more attractive than the one offered by 2016, because the industry has grown, and because "science and technology have contributed to produce more and better knowledge each day about the crop that we should all know", Ends.
Source: Blueberrieschile.cl - Blueberriesconsulting.com
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