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Business Forum


The Business Forum at ASIA FRUIT LOGISTICA offers a wide ranging programme of informal workshops. The business forum is located in the hall, entry is included in the ticket price.

Business Forum FACT SHEET (PDF, 95.2 kB)

Simultaneous translation English - Mandarin - Japanese - Korean

Programme 2016

Coming soon

Programme 2015

Wednesday, 2 September 2015


11:00-12:00 Session 1

Merchandising moves: repositioning your product to unlock new markets

The way our product is positioned to consumers is key to marketing success. New packaging can help to tap into different consumer sectors, while placement in non-traditional areas of the retail store can ramp up purchasing rates. Case studies highlight some of the success stories in repositioning products.

Joseph Ebbage, Almonds Australia (Australia)
David Smith, SVA Fruits/Naturipe (China)

15:00-16:00 Session 2

Country-of-origin branding: flying the flag

Country-of-origin marketing campaigns can be very effective for fresh produce grower-shippers,
creating opportunities for cross-promotion. But they require robust systems to work. We look at some of the success stories in country-of-origin branding, both at trade and consumer levels. What lessons there are for other countries?

Jeff Correa, Pear Bureau (United States)
Victor Sarabia, Promperu (Peru)

Thursday, 3 September 2015


11:00-12:00 Session 1

Software for a smoother supply chain

Food Safety and traceability management software is a vital tool for any business looking to compete effectively in today’s complex and fast-paced fresh produce supply chains. What kinds of systems are available? How do you choose the right one for your business?

Eamonn Flynn, Keelings Solutions (Ireland)
Dan Zhou, Keelings Solutions (China)
Wayne Hammermeister, N2N Global (Australia)

15:00-16:00 Session 2

Technology’s low-cost solutions

Technology is often key to driving a business forward. But investment in technology does not have to be an expensive or complex process. Some of the best solutions are simple and relatively low-cost. We look at a selection of potential solutions for your business, from cold chain management to digital marketing strategies.

Juando Bautista, Maersk Line (Denmark)
Thomas Jestin, KRDS (Singapore)
Frits Popma, Popma Fruit Expertise (Netherlands)

Friday, 4 September 2015


11:00-12:00 Session 1

New age for Chinese production

China’s farm production systems are modernizing, driven by government support and land reforms. We look at some exciting production initiatives in China, and at how they are expected to influence the market in future.

Jerome Chen, Joyvio (China)
Jimmy Fan, Innofresh (China)
Alice Wang, Haisheng (China)

14:00-15:00 Session 2

Variety showcase: best in class

New varieties can provide growers, marketers and retailers with a crucial point-of-difference in an increasingly competitive and commodity-driven market. A multitude of new varieties are emerging from public and private breeding programmes in many produce categories. But only a few can hope to become game-changers. What is the key to selecting and developing a winning variety? What are some of the exciting emerging options?

Peter Landon-Lane, Plant & Food Research (New Zealand)
Andrew Maughan, Freshmax (Australia)