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3rd China Fresh Produce conference: a great success

FHC China web news


Booming China Fruit Market opportunities and best value-chain strategies were discussed at the 3rd China Fresh Produce Conference organised by Eurofresh Distribution and FHC CHINA in Shanghai (SNIEC).

The 23rd International Exhibition for the Food, Drink, Hotel, Restaurant, Foodservice, Bakery & Retail Industries and the 3rd FHC China Fresh Produce Conference closed on 14th November. The show was bigger than ever, hosting over 3,500 companies and 118,300 visitors from 48 countries. The Fresh Marketplace hosted by the Eurofresh Distribution Forum has taken place for the last three years and includes a very informative seminar on the industry’s current and upcoming trends, as well as opportunities to network with the biggest influencers in the industry. This year, Eurofresh focused on how to reach the end-consumers via best practices from omni-value chains.

Pierre Escodo (conference coordinator, editor of EUROFRESH DISTRIBUTION magazine and ASIAFRESH wechat portal) analysed China’s various retail channels and shared the best practices among local and international retailers. China imports of fresh fruit once again registered record growth (+26%), with almost 4.9 million tons of direct shipments, and close to 7 million tons including Hong Kong. The long-term growth is fuelled by Chinese consumers’ preference for imported produce, the strong growth of every distribution channel and the government policy of opening up to imports with new protocols. The US-China trade dispute is generating new opportunities for all the other fresh produce export countries around the globe to increase their market share in China.

Bian Ning (general operating manager of said, “2019 has been an unprecedented year for China’s fruit market because of the large planting area, the good harvest and the varieties.” 

During its seven years of brand marketing of agricultural products, Benlai has integrated various resources from agribusiness, the government, private enterprises and scientific research and institutions, built many high-quality agricultural product brands from scratch, and cooperated with more than 300 Chinese agricultural product brands.  


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Cathy Gao (vice president at Xianfeng Fruit Co.Ltd) explained how to build a customer-oriented fruit supply chain. XianFeng has 2,000+ offline stores and 1,500+ online stores, making it among the top-3 fruit chains in China. The retailer aims to reach 10,000 stores in three years, covering 60+ cities, and serving a population of 350 million. The firm has over 300 global partners participating in seeding, planting, packing, logistics, distribution and ripening, repacking and retailing, as well as 20 smart cold chain distribution centres nationwide to support its huge retail network.

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Zhu Qi (vice president of 30+ Sanshijia fruit stores)

30+ is a fast growing new retail fruit chain based in southern China. Its aim of building a global fruit company is already on the right track, and already cooperates with worldwide brands such as Taylor for apples and Zespri and Dole for kiwis. Qi is proud of 30+’s professional purchasing and planting teams working in strategic partnerships with international associates such as the Chilean Cherry Association, the New Zealand Trade Bureau, and the Washington Apple Association.

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Huang Jing (head of fruit supply chain at Fruitday & City Shop) 

Fruitday was founded in Shanghai in 2009 as an E-platform for fresh produce. In 2018, Fruitday merged with Cityshop and became an omni-channel retailer. Despite the problems facing fresh E-platforms in recent years, Fruitday never lost heart, and has continued to provide good products with the best immersive shopping experience. 

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Björn van den Veen (CEO & founder of Arctic Solutions)

He shared the firm’s social media retail success based on studies using TIKTOK (DOUYIN) 


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Su Xiuqing (vice-general manager of the largest Mongolian wholesale market Shiquanshimei Group)

The group was founded in 2000 but has a history that dates back 72 years. It is the largest group in Inner Mongolia specialising in distributing agricultural and livestock products. It supplies over 80% of the agricultural and livestock products of the 3.1 million residents of Hohhot, with an annual transaction volume of over 10 billion Chinese Yuan and an annual tax payment of more than 50 million Chinese Yuan. 

The group imports fruits such as durian, mangosteen, dragon fruit, grape and longan, harvesting directly from source countries. Imported fruits are now being promoted at lower prices and with better quality in Inner Mongolia, which has driven increased demand.

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The Fresh Produce Forum at the FHC CHINA Expo to discuss improving distribution channels  and consumer marketing

The Fresh Produce Forum at the FHC CHINA Expo to discuss improving distribution channels  and consumer marketing

At the 21st FHC China fresh produce expo, Eurofresh Distribution will host a discussion forum which will look at ways to improve distribution channels and consumer marketing for domestic and overseas produce. The event will be held in Shanghai’s New International Expo Centre (SNIEC) on November 14th between 1 and 4 pm in Hall N1. China’s leading fresh produce buyers of both online and offline channels will debate consumer opportunities and recommend marketing and supply strategies for supermarkets, fruit retail and online platforms. Speakers include representatives from a large retailer (Walmart), two specialised fruit retailers (Pagoda Orchard and Xianfeng Qufeng), two specialised O2O platforms (Fruitday and Hema Supermarkets), and two service providers for ominchannels (Fruta Cloud and Arctic Solutions).

Walmart’s chief fresh produce buyer Vincent Yeh will explain the firm’s sourcing strategy, with analysis of product varieties and their origins. Pagoda Orchard procurement director Peter Zhu will discuss Pagoda’s new transaction and financing platform and how to have a more efficient supply chain for specialised fruit retail. Xianfeng Qufeng VP Catherine Gao will speak about the promising outlook for fruit retail chains. Fruitday CEO Lauren Zhao will explain how to feed external growth and provide efficient logistics for online channels. Hema Supermarkets senior director Paul Sheh will discuss how far China’s retail formats need reinventing. Fruta Cloud founder George Liu will present successful case studies for gaining value with online channels. Lastly, Arctic Solutions CEO Bjorn van der Veen will discuss better cold chain and marketing solutions for omnichannels.

Most of the morning conference will be dedicated to a discussion between the speakers, moderated by Eurofresh Distribution magazine editor Pierre Escodo, on the following subjects:

  • The major distribution channels in China for fresh produce, comparing their competitive advantages and how to approach them from retail/online/wholesale perspectives;
  • Consumer trends and a better product mix for suppliers in terms of growing categories and successful new varieties for both domestic and imported produce;
  • Marketing strategies for both offline and online channels, with recommendations and examples of product brands with B-to-B and B-to-C campaigns.

Following the discussion, the room will be available during the rest of the afternoon for spontaneous meetings with buyers.


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‘Better than ever’ trade deals done at FHC China

The 20th edition of the FHC China exhibition for imported food and beverages and the 4th edition of ProWine China for wine and spirits ended Wednesday November 9 with reports of significant business conducted by participating companies.

The 20th edition of the FHC China exhibition for imported food and beverages and the 4th edition of ProWine China for wine and spirits ended Wednesday November 9 with reports of significant business conducted by participating companies.

Both exhibitions took place at SNIEC, Shanghai New International Expo Centre, in the Pudong district, and together spanned 2,350 participating companies from 66 countries and regions.

In a press release, Brendan Jennings, general manager of China International Exhibitions Ltd., said the show organiser was delighted with the results. “Not just the increase in exhibitors but also the larger number of buyers that attended from all over the country,” he said.

This annual event represents the largest gathering of imported food and wine suppliers in the country and the exhibitors at both shows confirmed that the amount of business done over the three-day event was better than ever.

“I have run this show for the last 20 years in Shanghai and it is very evident that the quality and professionalism of the buyers attending gets better every year. We put a great deal of effort to ensure the right buyers come to FHC and ProWine China and we have been rewarded this year with record results,” Jennings said.

Impressive international contingents

A total of 72,246 trade visitors attended FHC and ProWine, representing a 9% increase over last year.

About two in every five visitors came from Chinese cities outside of Shanghai and a further 9% from overseas.

Further underlining the event’s international reach was the fact that there were 40 national and regional pavilions this year and that the agriculture ministers from Austria, Canada and Northern Ireland were among the dignitaries at the opening ceremony, while Malaysia’s minister for trade and industry attended on day 2 to support the 35 Malaysian companies exhibiting, the largest ever pavilion of Malaysian companies at FHC.

FHC and ProWine China combines traditional exhibition stands where participants can display product and meet with trade customers, together with numerous seminars, conferences, competitions and training events, all designed to give even more reason to visit the exhibition.

New features this year were Fresh Produce China and Dairy China, representing the fastest growing sectors of the food and beverage economy in China.

The largest event within the exhibition this year was the 18th edition of the FHC Culinary Arts Competition, which attracted a record 1,000 chefs who competed across a total of 23 different product categories.

Chile’s fruit exporters’ association ASOEX participated in FHC China 2016, where it promoting the rich flavors and high quality of Chile’s fresh produce. It also sponsored chefs who used Chilean produce in the FHC Culinary Arts and Pastry and Bakery Competition, to great success.

“This fair (FHC) has proven to be a unique and ideal platform to promote our avocados and blueberries in the HORECA channel in China. The FHC has a massive attendance of representatives of restaurants, chefs, casinos, and hotel purchasing managers, among other key players in the Food Service industry. Our salad with blueberries and our pasta with avocado won first prize in each category,” said Christian Carvajal, Asoex marketing director for Asia and Europe.

Chilean Hass Avocado Committee general manager Juan Enrique Lazo was delighted with the triumph of the pasta dish presented that was made with Chilean Hass avocado sauce.

Cesar Suarez, director of the ProChile’s commercial office in Shanghai, highlighted the joint efforts of the public and private sectors in the successful promotional activities for Chilean fruit in China. He also highlighted the growth of national exports and the importance that Chile had in the Chinese market, where it is seen as a reliable supplier of quality fruit.

FHC 2017: November 14-16 in Shanghai

Building on the success of companies this year, Fresh Produce China will form a dedicated zone of fruit and vegetable companies located in one hall when FHC returns to Shanghai from 14-16 November in 2017.

Chile, Egypt, Thailand, Taiwan, the US and Spain are the countries which have already registered their interest in dedicated pavilions at Fresh Produce China 2017.

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Fresh Produce China a feature at FHC China 2016

China’s fresh fruit produce has increased fourfold in the last ten years – over 3.8 million tons were imported in 2015 alone – meaning there has never been a better opportunity to start exporting to China.

FHC China 2016 – China’s leading trade show for imported food and drink – returns to Shanghai November 7-9 with the highly anticipated, inaugural Fresh Produce China. It is an ideal platform for business introductions and negotiations with the participation of over 65,500 distributors, importers, retailers and catering purchasing teams.

Being held at the Shanghai New International Expo Centre (SNIEC), the show is set to be bigger than ever on its 20th anniversary with nine new countries being welcomed into the fold: Armenia, Egypt, Georgia, India, Malaysia, Mauritius, Ukraine, Slovakia and Saudi Arabia.

China’s fresh fruit imports have increased fourfold in the last ten years – over 3.8 million tons were imported in 2015 alone – meaning there has never been a better opportunity to start exporting to China. By the end of 2015 there were over 160 different fruits approved for import into China from 37 different countries covering everything from avocados to watermelons.

Improved cold-chain logistics and an ever increasing population of young urbanites have opened up new markets and driven huge growth in fresh e-commerce sales in recent years. The growth for of fresh e-commerce means that big service providers such as Alibaba and YihaoDian are now acting as both distributors and retailers, making them the key contacts within the sector.

“We participate at FHC to launch our TMALL Fresh Food platform targeting the hospitality trade,” said Alibaba Group senior business manager import Ling Leung.

With a growing population of 1.3 billion, Chinese consumer behaviour and demands keep shifting to accommodate the food needs, the show organisers, China International Exhibitions Ltd, said in a press release.

“Providing enough food at acceptable levels of quality and at an affordable cost is shaping up to be one of China’s most challenging problems. Lax quality control, production shortcuts, urbanisation and rising consumer spending are all combining to turn the spotlight on China’s food supply chain, creating problems — but also opportunities — for international companies doing business in the country.

“China’s middle class together with an increased number of foreign visitors and expatriates are fuelling the imported goods boom, as foreign produce is associated with safety and quality, which in turn creates willingness to pay premium price.”

They said also highlighted that China’s fresh fruit import market has rapidly become an incredibly lucrative market with great potential for further growth:

  • China’s fresh fruit imports have been growing at an average of 16% a year since 2005- reaching a peak of 3.8 million tons in 2016.
  • Fresh fruit imports from the Southern Hemisphere have been growing even faster at the rate of 23% since 2005.
  • Agricultural exports from America to China have grown 200% since 2005 and are now worth $20.2 billion

For information on FHC China 2016, visit

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Growing demand for imported food in China

e 20th FHC China exhibition for imported foods and hospitality products and held alongside the 4th edition of ProWine China, for wine and spirits from 7-9 November 2016, is on track to be bigger than ever before.

China will become the world’s largest market for imported foods by 2018, forecasts the National Bureau of Statistics of China.

And the massive, ongoing migration of more than 300 million people from rural areas to new cities is transforming the way food is supplied, prepared and served.

The organisers of FHC China also point out that younger workers in China’s rapidly expanding urban centers are more likely than their parents to experiment with foreign-made foods and recipes.

In a press release, China International Exhibitions Ltd said that, furthermore, China’s urban centers are increasingly hosting foreign visitor and expatriates who retain their appetites for the foods they are accustomed to at home, while the increasingly discerning Chinese consumer, particularly in large urban areas, wants more variety, better quality and safer products than are available from local food manufacturers.

“For a taste of this rapidly growing market, you need look no further than the annual gathering of the world’s food and wine producers that will next take place in Shanghai this November,” they said.

“The 20th FHC China exhibition for imported foods and hospitality products and held alongside the 4th edition of ProWine China, for wine and spirits from 7-9 November 2016, is on track to be bigger than ever before.

The show organisers, China International Exhibitions Ltd, announced that FHC and ProWine China will occupy over 80,000 m2 and include over 2,400 international companies, making it the largest specialist trade show for imported food and wines in China. It will also boast 2,150 companies from 66 countries, including 39 national and regional pavilions.

This year, the 3-day FHC China exhibition will again include separate areas for general foods and international pavilions: Tea & Coffee China; Meat China, Beer China; Chocolate China and ProWine China, for wine & spirits. Two new food and beverage features representing particular growth sectors in the market will be added to FHC 2016 including, Fresh Produce China  and Dairy China.

For more details: