Continental Drift: Is Europe still an important market for Latin America?
As demand grows in Asia and North America, will Latin America’s fruit exporters continue to prioritise Europe? Two industry leaders share their insights and outlook.
Latin America has been a cornerstone of the global fruit trade for decades. Grapes, apples, bananas, pineapples, avocados, and more have made their way from the region to supermarket shelves across the EU, shaping consumer habits and defining retail categories. But times are changing. As Asia’s appetite booms and North America continues to dominate, the question arises: is Europe still at the centre of Latin America’s fresh produce map?
In this latest episode of the FRUIT LOGISTICA Podcast, recorded live at the world’s leading fresh produce trade show in Berlin, host Mike Knowles explores this pressing issue with two senior voices from the industry:
- Ignacio Caballero, Marketing Director of Frutas de Chile, representing one of Latin America’s most diverse and dynamic exporters.
- Daniel Diaz, Commercial Director of Procomer Europe, the Costa Rican export agency that champions pineapples, bananas, cassava and much more across European markets.
Europe’s shifting role
Ignacio explains how Chile’s fruit export mix has evolved dramatically. Traditional staples like grapes and apples have declined in importance, while cherries and blueberries are booming – with Asia absorbing the lion’s share. As a result, Europe’s once-central position has slipped, and exporters now face the challenge of re-establishing their presence in a mature, highly regulated market.
Costa Rica’s commitment
Daniel underlines that Europe still matters hugely to Costa Rica. In fact, four of its top five export destinations are European countries – from the Netherlands and Spain to the UK and even Russia. While the US remains its largest market, Costa Rica is determined to grow “the whole pie”, with Europe very much included.
Barriers and breakthroughs
Both guests acknowledge that Europe is not an easy market to serve. Complex certification requirements, strict sustainability demands, and fragmented consumer cultures make pan-European promotions difficult. Yet at the same time, these challenges present opportunities to sharpen marketing, tell compelling country stories, and emphasise sustainability credentials such as low carbon footprints and climate-smart farming.
Looking to the future
Can Europe win back its role as a priority destination? Or will Latin America’s exporters place their bets elsewhere? Ignacio and Daniel share their outlook on how innovation, closer consumer engagement, and new trade agreements could shape the next chapter for these transatlantic fruit trades.
Tune in to discover how two of Latin America’s leading produce nations – Chile and Costa Rica – plan to keep Europe on their radar, and what lessons the wider industry can learn from their strategies.
This podcast episode was created in partnership with Fruitnet Media International. Comments, questions and suggestions are welcome on our social media channels.