In 2025, Copefrut reached a milestone achieved by very few companies in the industry: its 70th anniversary. What began in Chile’s Maule Region as a cooperative of farmers from the country’s central-southern area has evolved into a global, professionalised company that has remained true to its cooperative roots. For Fuenzalida, the anniversary was not only a moment to look back on past achievements, but also an opportunity to project the future through precision and sustainability.
Heritage and people at the core
Copefrut’s longevity in an increasingly competitive market is no coincidence. According to Fuenzalida, it is the result of a strong identity and an ability to adapt. “Seventy years are not built by chance. We have learned to adapt, anticipate market challenges and, above all, put people at the centre of everything we do,” he says.
Technology alone is not enough, he adds. “You can have the best technology or new varieties, but without strong teams behind them, results simply won’t come.” The anniversary also carries a strong emotional meaning for him: “My grandfather was one of the founders, so seeing the company reach 70 years is a source of pride and the fulfilment of a personal dream.”
Data, technical support and traceability
Competitiveness today is no longer just about producing fruit, but about managing information efficiently so that field efforts are not lost along the logistics chain. Fuenzalida stresses that technical support and real-time data are key to improving yields and reducing losses.
“Quality is defined in the orchard, but it is preserved throughout the process and at destination. That’s why having control across the entire chain is essential,” he explains.
To achieve this, Copefrut has strengthened its field-to-market traceability strategy, supported by its direct presence in strategic markets such as Asia, where the company operates its own offices and cold storage facilities. This structure enables faster decision-making and helps ensure fruit arrives with the promised freshness and consistency.
“Our operation in China allows us to secure traceability, respond quickly and better understand a consumer that is evolving very fast,” Fuenzalida notes.
Sustainability as a profitability driver
Sustainability is not treated as a separate goal, but as an integral part of Copefrut’s business model. The company has embedded ESG criteria into its strategy, focusing on renewable energy and water efficiency through precision irrigation systems and continuous monitoring.
“These are not just ethical commitments; they translate into agronomic decisions that directly affect growers’ profitability,” Fuenzalida says, particularly in a global market where environmental standards are no longer optional.
Cherries, differentiation and global expansion
On the rapid growth of the cherry category in China, Fuenzalida acknowledges a major transformation. What was once a logistical challenge has become a solid, technology-driven operation. However, he warns that rising volumes make differentiation essential.
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“A good product can always remain competitive. Innovation in varieties, such as bicolour cherries, allows us to stay one step ahead and remain attractive to consumers,” he explains.
At the same time, Copefrut is exploring production projects beyond Chile to ensure year-round supply across different fruit categories, not just cherries.
Looking ahead
Looking to the future, the goal is clear: to take the Copefrut brand beyond Chile’s borders. “We want Copefrut to continue growing and to strengthen its position not only nationally, but globally,” Fuenzalida says.
Asked to summarise the company’s vision for the next 70 years, he points to its founding values: “To keep growing with confidence, innovation and purpose, staying true to the spirit of those who started this project in 1955—doing things right and doing them together.”
Source: www.frutasdechile.cl
