Chinese fruit industry starts push for truthful cherry labels, backed by Chile

CHINA – On January 14 in Guangzhou, leading players in China’s fruit sector launched a joint initiative to promote clear labeling and responsible marketing in the cherry trade, with support from Frutas de Chile.

The initiative targets misleading size claims and calls on importers, wholesalers, retailers, and e-commerce platforms to share correct information about cherry size and quality. Organizers framed the message with a local slogan: “Say no to passing off cherries as larger sizes; size right, value right, business right.”

Claudia Soler, executive director of the Chilean Cherry Committee under Frutas de Chile, stressed the shared responsibility across the supply chain. “From growers and exporters in Chile to importers, wholesalers, and retailers in China, we are all part of one shared supply chain,” she said. “The premium cherry market has been built on consistency, reliability, and trust, supported by industry investment in advanced sorting technology and clear, millimeter-based size standards.”

Yu Lu, vice president of the China Chamber of Commerce for Import and Export of Foodstuffs, Native Produce and Animal By-Products, warned that even limited misconduct can harm the whole sector. “Label swapping cannot be treated as a minor issue,” he said. “A small number of bad actors can undermine the entire industry. When size standards are ignored, price signals are distorted and trust is eroded. Protecting the integrity of size labeling is essential to long-term stability.”

Zhai Liming, fruit operations manager at Douyin E-commerce, said the platform will support fair practices. “Douyin E-commerce is committed to promoting high-quality fruits that meet consumer expectations,” he said. “We firmly oppose relabeling and other dishonest practices that harm consumer interests.”

Role of wholesale markets and platforms

Industry representatives also highlighted the role of wholesale markets in shaping prices and distribution. Yang Jianfei of Shouheng Hebei Gaobeidian Wholesale Market said market integrity remains critical. “China’s wholesale fruit markets play a vital role in distributing both imported and domestically produced fresh fruit,” he said. “They are central to value-adding activities and transparent pricing nationwide, and this role depends on the integrity of traders operating within these markets. Fraudulent behavior will not be tolerated.”

Zheng Nanshen of Guangzhou Jiangnonghui Market Service Management Co. Ltd. echoed this stance. “Jiangnonghui Wholesale Market strictly prohibits all product tampering activities,” he said. “We will firmly resist such violations of law and industry integrity by any party.”

The initiative reflects growing concern about how misleading labels affect consumer confidence, pricing signals, and long-term growth in the cherry trade. Industry leaders from China and Chile say cooperation across supply chains, wholesale markets, and online platforms will help strengthen standards and protect buyers.

By aligning voices from producers, traders, markets, and digital platforms, the campaign aims to reinforce honest labeling as a core rule of the cherry business and a foundation for stable trade between China and Chile.

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