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Asia Fruit Logistica 2021 returns to Hong Kong in September

Asia Fruit Logistica 2021 returns to Hong Kong in September © Asia Fruit Logistica

© Asia Fruit Logistica


Asia Fruit Logistica is back to the face-to-face format of a physical trade show next September. Asia’s premier fresh produce trade show returns to AsiaWorld-Expo Centre in Hong Kong on 28-30 September 2021. It takes place together with Asiafruit Congress, which meets on 27 September 2021.

Asia Fruit Logistica’s commercial director, Will Wollbold, said: “We have very bold plans for 2021. Our ambition is to welcome our clients back into the halls next September and open our doors in Hong Kong at the right time for Asia’s fresh fruit and vegetable business to meet conveniently and productively.”

Surveys of Asia Fruit Logistica visitors and exhibitors underline a strong preference to meet in person at the first viable opportunity, so the return to the physical trade show at Hong Kong’s AsiaWorld-Expo next September is the best platform.

“Our face-to-face format lets customers meet and interact in person so they can maintain their relationships and make many new ones with trade partners in Asia. Ours is the best-quality trade show experience in the halls of AsiaWorld-Expo. Hong Kong is also a highly advantageous location because of its global connectivity,” said Wollbold.

Asia Fruit Logistica ON, the digital edition of the trade show, connected Asia’s fresh fruit and vegetable business with suppliers and buyers across the world when it took place on 17-20 November 2020. Feedback from exhibitors underlined the importance of face-to-face meetings.

Asia Fruit Logistica’s return to a physical format in 2021 also benefits from key features of this year’s digital edition. The trade show will continue to offer its easy-to- use business matching and meeting technology to enable clear scheduling of productive business meetings. It will also provide a virtual content platform to enable visitors and delegates who cannot attend in person to join sessions live or view them on-demand.

“Our network of international sales representatives continues to support clients and suppliers who come from across 40 countries worldwide, and we expect to attract attendees from over 70 different countries as we have done in previous years,” said Wollbold.

Exhibitor registrations for Asia Fruit Logistica open in mid-January 2021.

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Asia Fruit Logistica switches ON

Asia Fruit Logistica switches ON


Asia’s premier fresh fruit and vegetable trade show Asia Fruit Logistica will take place online in November 2020 and feature a new digital platform. Will Wollbold, commercial director of Asia Fruit Logistica, said: “Asia Fruit Logistica ON has arisen out of the of Covid-19 challenge. Especially after the past months, you will know that there’s a solution for every problem in business, and Asia Fruit Logistica ON is our solution for you to achieve your business goals in Asia. It has become clear now that we can’t host our physical event in Singapore in November, so we’re working hard with a specialist software company based in Asia to develop Asia Fruit Logistica ON as a digital alternative.”

Andrew Phua, executive director of exhibitions and conferences at Singapore Tourism Board, said: “Asia Fruit Logistica continues to be a valued partner for Singapore, and we are proud they have teamed up with a leading Singapore tech company to build their digital event. This demonstrates the full range of innovative solutions that Singapore has to offer to the MICE industry, as we reimagine what safe and high-quality business events could look like.”

Asia is the world’s fastest growing market for fresh fruits and vegetables and crucial to the growth of the fresh produce business around the world. Asia Fruit Logistica has helped promote this growth in Asia as the primary meeting point for global suppliers and buyers from across Asia for more than ten years.

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“Powerful connections. Inspiring conversations.”

ASIAFRUIT CONGRESS 2020 will take place on November 17, 2020, in Singapore

Billed as a day of networking-rich opportunities with the most brilliant minds to shape the future of Asian’s fresh produce landscape, the ASIAFRUIT CONGRESS 2020 is an international fresh produce conference event, very well-known in the industry. This event is at the centre of the fruit and vegetable sector in Asia, considered as one of the longest-running. It is organised in collaboration between ASIAFRUIT Magazine and ASIA FRUIT LOGISTICA.

ASIAFRUIT CONGRESS 2020 will take place on November 17, 2020, in Singapore, that is to say one day before ASIA FRUIT LOGISTICA. This trade fair itself was rescheduled a few weeks ago, to be held on November 18-20, 2020.

ASIAFRUIT CONGRESS 2020 will offer to professionals of the F&V sector the opportunity to discuss the impact the Covid-19 crisis may have had on their sector, especially in Asia, but also on the opportunities that have opened or closed in the F&V business. Delegates will thus have the opportunity to look to the future and the new openings that the year 2021 can offer, particularly in Asia.

“ASIAFRUIT CONGRESS has been developing a new and innovative multi-stage format that allows for an even wider range of business topics and the involvement of more expert speakers and panellists. It works especially well for a business conference after Covid-19. (…) It is an inspiring learning hub providing in-depth case studies from across Asia and beyond to demonstrate how market trends are changing, and how to respond to new demands.”

The event will bring together in the heart of Singapore more than 450 delegates from more than 40 different countries, hoping that no health crisis will postpone this event to 2021. It was held for the first time in Singapore in 1998. ASIAFRUIT CONGRESS is the cornerstone on which ASIA FRUIT LOGISTICA was founded more than a decade ago.

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Singapore to host Asia Fruit Logistica 2020

Singapore to host Asia Fruit Logistica 2020

Asia Fruit Logistica 2020 will take place on 16-18 September at Singapore EXPO, a world-class exhibition centre near Singapore’s Changi Airport, with AsiaFruit Congress held on 15 September at the convention wing MAX Atria.

Organiser Global Produce Events (GPE) is relocating the 2020 edition as a precaution due to the continued uncertainty in Hong Kong. GPE has chosen Singapore as the location for the next edition of the show, because Singapore is a key business and trading hub in Asia, offering global connectivity, business efficiency, and access for fresh fruit and vegetables from around the world.

Following the Singapore edition in 2020, GPE will review market conditions and evaluate the response to the Asia Fruit Logistica, before making their decision on the location for future editions.

More than 12,000 high-quality trade professionals from 70+ countries around the world made the most of the opportunities to meet and do business with over 800 exhibitors from more than 40 different countries at Asia Fruit Logistica 2019, which took place on 4-6 September in Hong Kong.

For more information:
Asia Fruit Logistica
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Are you ready for Generation Voice?

Lisa Cork at Asia Fruit Logistica
“The Internet of Things and connectedness will change how we all market fruit and vegetables”, Lisa Cork at Asia Fruit Logistica


These are the megatrends fresh produce marketers must prepare for


Generation Voice will revolutionise digital retail. And it’s just one of various global macro trends set to shake up every fresh produce business. Lisa Cork, CEO of Fresh Produce Marketing Ltd, says we’re in a time of unprecedented disruption, but this brings opportunities for incredible differentiation. The way to survive and thrive is to understand what’s coming, she says. In a session on September 5 at Smart Horticulture Asia, part of the Asia Fruit Logistica show in Hong Kong, the New Zealand-based expert shared her advice on just how to do this.

The era of Voice activation

When she started out in fresh produce marketing over 25 years ago, Cork said there was one clear target to influence – the female household shopper. But fresh produce marketers today face a never before seen degree of demographic diversity. Now there are 6 main demographic groups to take into account – Silent, Boomers, Generation X, Millennials and Generation Z – plus the game-changing Generation Voice. The latter will be the generation that, from a very young age, verbalises commands into all sorts of audio devices, including phones and home speakers, and has the power of purchasing and influence in its hands from a far younger age than ever before. The fact that this generation will grow up with voice as its predominant interaction with technology “changes everything about how we do everything,” Cork said.

Capitalise on increasing 

The Internet of Things, or IoT, is all about connectedness. This trend has been driving us for the last decade and it’s only getting stronger. “We are seeing a whole new way of connecting with the devices in our homes,” said Cork, who went on to share examples including the Samsung smart fridge. Aptly called the Family Hub, this fridge allows people to manage their fresh food like never before, including to see inside it from anywhere with built-in cameras, create and share digital shopping lists, look up recipes on its touchscreen, scan product barcodes, and order groceries online. Cork urged fresh produce companies to start thinking about the implications of the latter, namely how to get their brand into consumers’ hands when doing replenishments via a smart fridge. “The Internet of Things and connectedness will change how we all market fruits and vegetables,” she said.

Don’t dismiss 
plant-based diets

What’s the biggest food trend now? Cork says it’s probably “food mindfulness”, which is all about plant-based protein and diets. Some people say it’s a fad but Cork is adamant it’s here to stay. “Two generations from now, they are going to look at those of us who ate meat in horror and wonder how we allowed our diet to do the damage it did to the planet,” she said. This goes well beyond things like non-dairy milk and yogurts to things like chicken and egg replacements that taste just as good, and even meats made from real meat cells. And people are voting with both how they eat and their money. The brand Just has already sold 10 million egg equivalents of its “Just egg” product made of mung bean and Beyond Meat saw its shares surge more than 500% after its May initial public offering. Who is interested in such new foods? Consumers who are environmentally aware, against animal cruelty, who want to avoid saturated fats and those against mass scale farming and degradation. People are becoming incredibly food conscious, from preteens choosing to be vegetarian through to 40-50 year olds and even senior consumers who are starting to spend with companies who are more mindful about food production.

Protect your brand 
identity online

The digital revolution is causing major disruption in retail and not all of its impact so far has been good for fresh produce brands. One thing Cork is regularly seeing in western countries is a loss of brand identity online, “and the moment you lose that, you lose the ability to command a premium,” she warns. Produce companies that have made double-digit million dollar investments in branding, logos, product photography and marketing in brick and mortar stores can find that online all that aesthetic is lost and instead generic photos of the relevant fruit or vegetable are used to represent their products on sites such as online stores and shoppable recipe platforms. Similarly, the product descriptions are often bland and fail to transmit what is special about the brand. The fact that these problems are not the norm in China, which pioneered online retail and appreciates brands, shows all this is not due to a lack of technology, Cork stressed.


How to proactively prepare for the future

  • Sign up for omni channel shopping – it’s the fastest way to learn about what’s happening with brands, replenishment and recipe lists, and so on. Download and try shopping apps and services like Amazon Go, Peapod, etc.
  • Say your brand’s name into voice – assisted shopping apps and see what happens. Cork says you may be surprised – most brands don’t cut the mustard because their name is too complex or associated with another, non-produce brand.
  • Be clear on your brand strategy –  you need to define who you are and who you are targeting because voice will completely change the way you need to market your product.
  • Learn how to optimise how your brand looks online –  including creating high impact tiny images for people shopping on phones.
  • Prepare to make mistakes – that’s the only way you’ll learn what works, especially in places like China where you have to jump in and adapt your brand strategy on the fly.
  • Find plant based protein products and eat them. Participate in the trend.
  • Seek out the leading companies among AgTech startups and understand the 
    innovation they bring to the industry.


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Peru returns as Official Partner Country at Asia Fruit Logistica 2020

Peru returns as Official Partner Country at Asia Fruit Logistica 2020


Peru will once again be the Official Partner Country at next year’s edition of Asia Fruit Logistica, to be held on 23-25 September 2020 in Hong Kong. Following a successful partnership at the 2019 event, the decision was taken to further strengthen the ties between Peru and Southeast Asia. As part of this agreement, Asia Fruit Logistica and its Official Partner Country Peru will be holding a series of trade events in Southeast Asia over the next few months to engage with industry partners, the first of which will be Thailand. At these events, local partners will have the opportunities to establish contacts with Peruvian suppliers and the trade show, while Peru will have the chance to demonstrate the quality of its produce and consolidate its market position. Peru exhibits every year at Asia Fruit Logistica with a national pavilion, in which it promotes its offering under the Superfoods from Peru brand, launched at Asia Fruit Logistica 2017.

Peru has had a Free Trade Agreement with China since 2010 and is now seeking out new markets in the booming Asian markets. The main products that Peru exports to Asia are table grapes, avocados, blueberries, mangoes and tangerines, but in recent times, it has added pomegranates, pecan nuts, organic bananas, frozen avocados and quinoa.


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Peru conquers Asian markets as a Partner Country at Asia Fruit Logistica 2019

Peru conquers Asian markets as a Partner Country at Asia Fruit Logistica 2019

The Peruvian companies taking part in the international trade fair put a figure of US$180 million on the business deals closed following the event 


The more than 250 Peruvian businesspeople who took part in this edition, held in Hong Kong on 4-6 September, voiced their satisfaction with the event 

Peru finalized its most special participation in Asia Fruit Logistica, where it played a key role as a ‘Partner Country’, with projected business deals of US$180 million for the export of products from the Peruvian fruit and vegetable sector to different Asian markets. “We feel very much at home at this trade fair. The Peruvian pavilion was one of the busiest at the show and this demonstrates Peru’s reputation and importance for the Asian market,” summed up Gabriel Amaro, the Executive Director of the Association of Agricultural Producer Guilds of Peru (AGAP). 

The Andean nation has become an international benchmark in agricultural production over the last few decades, being the world’s biggest exporter of quinoa and asparagus; second in cranberries, avocados and mandarins; and third in table grapes. The country continues to tighten its trade links with different countries in Asia, a region of tremendous interest to Peru given that China, Japan, South Korea, Hong Kong, Saudi Arabia and Indonesia top the list of the biggest international markets for agricultural exports. Following a special strategy for its Asian markets, since 2005 Peru has been driving its exports to the region exponentially. “With 21 trade agreements in effect, six about to be signed and five currently in the negotiation phase, Peru’s institutions continue to work to consolidate and increase our constant growth in agricultural exports to Asia,” said Mario Ocharán, the Export Director at PROMPERU. 

At present, the main Peruvian products exported to Asian markets are grapes, avocados, Brazil nuts, cranberries and bananas. This export value could increase substantially with the anticipated opening in 2019 of the markets of Taiwan, Malaysia and the Philippines to avocados; Japan and the Philippines to grapes; China and Indonesia to Peruvian grenadines; India and Malaysia to cranberries; and Vietnam and India to Peruvian citrus fruits. 

Last year Peru exported agricultural products to the tune of US$6,626 million. At the top of this list, with an increase of 19%, is the category of fresh fruit and vegetables. 

Peru, the world’s food larder 

The huge biodiversity of Peru thanks to its clearly differentiated areas of sea, coast, mountain range and jungles determines, to a great extent, the country’s tremendous production and export offering. Since 2017, part of this production has been marketed under the umbrella brand name of ‘Superfoods Peru’, in which all the products have a common denominator: their high nutrient content. As well as fresh produce, the ‘Superfoods Peru’ brand also covers Andean grains, native tubers and products from the fishing industry, among others. 

The brand’s success is endorsed by its results. Exports of products under the ‘Superfoods Peru’ brand accounted for US$1,979 million of exports in the first half of 2019, representing an increase of 4.8% compared to the same period last year. 

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Peru reinforces its commercial role in Asia by being partner country at Asia Fruit Logistica 

The most important trade show for fresh produce in Asia serves Peru to consolidate its export strategy in Asia. 
The country’s delegation gathered more than 250 professionals from different Peruvian production companies, associations and public institutions.

Hong Kong, 4th of September 2019.– Peru reinforced its position as key commercial partner for the Asian markets with a delegation of more than 250 professionals at Asia Fruit Logistica. Peru is this year’s partner country at the most important fresh produce trade show for the continent, Asia Fruit Logistica, which opened its doors today with a very special inaugural event.  

The opening ceremony was held at the Peruvian stand where the country’s delegation led by PROMPERU’s Export Director, Mario Ocharan, played a hosting role.  

“The history of this trade show is linked with Peru since the very beginning. Being the partner country now is a historic moment and the result of the efforts made by both sides”, said Asia Fruit Logistica’s Commercial Director, Wilfried Woolbold at the press conference that took place prior to the fair.

The Peruvian ambassador in China, Luis Quesada, as well as the Executive Director at the Association of Peruvian Agricultural Guilds (AGAP), Gabriel Amaro, were some of the personalities who also took part in the opening ceremony.  

During the last 30 years, the private and public sectors in Peru have worked together to bring the country to lead the international export rankings in categories such as asparagus, quinoa, avocadoes, blueberries and mandarins, amongst others.   “We’ve been working with China since 2009 under the Free Trade Agreement, but we’ve also made progress with new protocols for very important products for Peru in terms of produced volumes. Pomegranates and quinoa will be the next Peruvian products to reach this market”, declared Mario Ocharan from PROMPERÚ.

Peru is also well-known as the origin for foods rich in nutrients and antioxidants, a competitive advantage that the country will continue to promote at a worldwide level with the Super Foods Peru campaign. This successful case study, an example of how a country can manage to consolidate itself as trusted commercial partner, was presented at the conference stage Asiafruit Business Forum, also taking place at the trade show.

During a presentation titled ‘From Peru to the world: producer spotlight’, Mario Ocharan, together with Carlos Zamorano, Managing Director at Provid, and Sergio del Castillo, Managing Director at Procitrus, explained the path that took them to their current success. However, the country is on the lookout for new opportunities “beyond China” and markets such as Singapore, Indonesia or Malaysia could be next on their target. 

The promotion of the Peruvian foods in Asia also included the 1st of September being declared as Peru’s Day at the International Horticultural Exhibition (Expo Beijing 2019). This commemoratory day was the result of the collaboration between PROMPERU and the Potato International Centre. During her inaugural speech, the Peruvian vice-president, Mercedes Aráoz, stressed the many historical, cultural and commercial bonds that exist between Peru and China, with the cultural exchange of ideas, the undeniable Chinese influence in the Peruvian gastronomy or the Free Trade Agreement which celebrates this year the 10th anniversary from its signature, as some of the main highlights. 
During the Peru’s day, visitors to the exhibition could also taste some of their original potato varieties – the country has more than 3,000 different potatoes – as well as other traditional Peruvian products such as quinoa, maca, blueberries, chestnuts or pomegranates. All these authentic products were displayed under the Super Foods Peru brand. Likewise, a special venue was created for visitors to taste a variety of Peruvian premium coffees under the new brand ‘Coffees from Peru’.  

The event was also supported by the Chinese authorities and counted with the participation of Expo Beijing 2019’s General Commissioner, Chen Zhou; the President of the Chinese Academy of Agricultural Sciences, Tang Huajun; or the General Vice-Secretary of the Popular Government of Beijing, Bei Chen.  

The Super Foods Peru campaign will include an array of activities in China this year. Besides Asia Fruit Logistica and Expo Beijing 2019, the country will also participate in the China International Import Exposition (CIIE) in Shanghai and the China Fisheries and Seafood Expo in Qingdao. 


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Peru’s fruit and vegetables are set to be the stars of  Asia Fruit Logistica 2019

  • Peru is to become the first ‘Partner Country’ in the history of the Asian horticultural sector’s leading trade fair 
  • The Peruvian delegation will be showcasing its native produce, including grenadines, cranberries, avocados, mangos, grapes, citrus fruit and bananas, among others. 

Peru has been chosen by Asia’s leading international trade fair for fresh produce, Asia Fruit Logistica, as its ‘Partner Country’. The event is taking place for the twelfth time on 4-6 September at AsiaWorld-Expo in Hong Kong and this is the first time it will be showcasing a specific market in recognition of its tremendous export offering. 

Peru, which has supported every edition of the event, is sending its biggest-ever delegation this year with a total of 300 Peruvian products represented by 60 companies and more than twenty sector associations. The Peruvian delegation, which will be housed on a 240m2 stand in Hall 5 (R02), is being coordinated through a public-private partnership between PROMPERÚ, the Peruvian-German Chamber of Commerce, the Association of Agricultural Producers of Peru (AGAP) and the Peruvian Trade Office in Hong Kong. 

The importance of the Asian markets for Peru is indisputable. In 2018, Peru’s agricultural exports to Asia amounted to US$ 617 million, showing growth of 22% compared to the previous year. The main destination markets for Peruvian fruit and vegetables were: China, the recipient of 24.7% of exports to Asia, followed by South Korea, which received 24.4% of Peruvian agricultural exports, and Hong Kong, with 18.5%. Grapes, avocados, cranberries and bananas topped the list of mostexported products to Asian markets in 2018.  

The figures for the first half of 2019 confirm this growing export trend. The most dynamic markets have been Indonesia, Japan, Hong Kong and China, while the main destinations continue to be China, Hong Kong and South Korea. The main products exported to Asia so far in 2019 have been grapes, avocados, mangos, organic bananas, mandarins and cranberries. 

Agricultural exports are the second biggest currency generator for Peru. The country’s tremendous biodiversity, thanks to its large and distinct areas of sea, coast, mountains and jungle, mean it can produce a wide variety of top quality produce that is becoming more and more popular in international markets. Under this premise, Peru is continuing to promote its brand ‘Super Foods Peru’ which features its leading fruit and vegetable produce, among other products.

With the aim of supporting its ever-increasing export trend, the Andean country is organizing some special activities at the leading sector events around the world. The next one to take place in Asia will be at the International Horticultural Exhibition in Beijing in celebration of Peru Day on 1 September 2019. Native Peruvian products will be promoted throughout the day, such as its indigenous potatoes, quinoa and cocoa. Peru’s most recently-created sector brand will also be presented at the event: ‘Coffees from Peru’. Exhibitions, tasting sessions and Peruvian folklore performances will give trade professionals and Chinese consumers a closer insight into the characteristics that make Peru such a unique origin.  

Peru is currently a leading international food supplier. The Latin American country is the world’s biggest exporter of asparagus and quinoa; the second biggest exporter of cranberries, avocados and mandarins; and the third biggest exporter of grapes. 

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Asia Fruit Logistica smashes records

The next edition of Asia Fruit Logistica takes place on 6-8 September 2017, also at AsiaWorld-Expo.

Asia Fruit Logistica 2016 logged 22% growth in visitor numbers, with more than 11,000 industry professionals from 74 different countries attending the event in Hong Kong.

Held September 7-9 at AsiaWorld-Expo, it was the tenth anniversary of Asia’s dedicated fresh fruit and vegetable trade show.

Altogether, some 665 companies from 37 different countries exhibited their products and services at the fair, an increase of almost 100 on the 2015 edition, and with 18% more exhibition space.

Wilfried Wollbold, commercial director of event organiser Global Produce Events, said he was delighted with the show figures. “The results underline Asia Fruit Logistica’s position as the unique pan-Asian event for this business, and also the growing global interest in Asia from leading buyers and suppliers.”

Awards for Fruitday, Jinwon Trading & Sam’s Club China

Asia Fruit Logistica kicked off with Asiafruit Congress on Tuesday September 6, which included the presentation of the 2016 Asia Fruit awards recognising outstanding achievement in Asia’s fresh produce business.

The Marketing Campaign of the Year was presented to leading fruit e-tailer Fruitday for its campaign to create the Chinese orange brand Mr Cheng, South Korean importer Jinwon Trading scooped the Importer of the Year Award, while the Produce Retailer of the Year Award went to Sam’s Club China.

The next day saw the 2nd edition of Cool Logistics Asia conference with insights into the latest trends in Asian perishable supply chains.

On Thursday, the new fresh produce information technology conference, Smart Horticulture Asia, explored the impact of disruptive information technology on traditional fresh produce trade practices, crop cultivation and business models.

Asia Fruit Logistica visitors were also able to attend the Asiafruit Business Forum, a programme of workshops held on the show floor. Day one’s focus was on technology, day two on marketing and day three on trade. 

Pan-Asian attendance

There was strong attendance from across Asia at the show. Over two-thirds of trade visitors came from Asia, together representing more than 20 different Asian consumer markets across the region, including India, Taiwan, Malaysia, Thailand, Indonesia, Singapore, Korea, Japan, the Philippines and Vietnam.

More than 3,500 visitors came from China and Hong Kong and over 1,000 from Australia and New Zealand. Visitors from the rest of the world accounted for one-third of the attendance, led by the Americas (15%) and Europe (7%).

Organisers said the visitor survey results confirmed that more than 90% of trade visitors were involved in purchasing and procurement decisions for their companies.
The breakout of exhibitors by region also underlines the global profile of the show: Asia, together with Australia and New Zealand, accounted for 43% of exhibitors, followed by Europe (24%), the Americas (19%) and the Middle East and Africa (14%).

Several of the top-ten exhibiting nations underlined their commitment to the show this year with sizeable increases in stand space. China, Australia, Egypt, Turkey and Spain were the big growth drivers. Asian nations Thailand (+260%), Korea (+120%) and Pakistan (+93%) registered the largest increases in stand space, followed by leading European supplying countries Spain and Germany.
Next year: September 6-8

The next edition of Asia Fruit Logistica takes place on 6-8 September 2017, also at AsiaWorld-Expo. The Asiafruit Congress will be held on September 5, Cool Logistics Asia on September 6 and Smart Horticulture Asia on September 7.

Photos courtesy of