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Review 2016


ASIA FRUIT LOGISTICA, Asia’s only dedicated fresh fruit and vegetable trade show, celebrated its tenth anniversary last week with record visitor numbers.

More than 11,000 high-quality buyers and trade visitors from 74 different countries attended ASIA FRUIT LOGISTICA 2016 on 7-9 September at AsiaWorld-Expo.

The visitor numbers marked a 22 per cent increase on last year’s event, and confirmed ASIA FRUIT LOGISTICA’s status as Asia’s fresh fruit and vegetable hub.

“We are delighted with this year’s attendance to ASIA FRUIT LOGISTICA,” said Wilfried Wollbold, commercial director of event organiser Global Produce Events. “The results underline ASIA FRUIT LOGISTICA’s position as the unique pan-Asia event for this business, and also the growing global interest in Asia from leading buyers and suppliers.”


Visitors to ASIA FRUIT LOGISTICA found a show that had expanded by some 18 per cent on last year’s event in terms of exhibition space.

Altogether, some 665 companies from 37 different countries exhibited their products and services at the trade fair, an increase of almost 100 on the 2015 edition.

Asia Fruit Awards

The winners of the 2016 Asia Fruit Awards – the annual pan-Asian awards for the fresh produce business – were also unveiled before the Networking Lunch at Asiafruit Congress on 6 September.

Presented by Asiafruit Magazine and ASIA FRUIT LOGISTICA to celebrate excellence in Asia’s fresh produce business, the Asia Fruit Awards recognise the best companies in the fields of marketing, importing and retailing.

The Marketing Campaign of the Year was presented to ‘MR CHENG, FRUITDAY’. Fruitday won the Marketing Campaign of the Year Award for ‘Mr Cheng’, its campaign to launch a Chinese orange brand with guaranteed sweetness.

SAM’S CLUB CHINA won the Produce Retailer of the Year Award. The Walmart-owned membership-only warehouse club has carved out a niche in the Chinese retail market, servicing the needs of the country’s high-end consumers.

The Importer of the Year was presented to ‘JINWON TRADING’. South Korean company Jinwon has developed substantial warehouse and cold chain infrastructure from port to market as well as significant in-house expertise.

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Event Programme

The exhibition formed the core of ASIA FRUIT LOGISTICA’s Perishable Business Week in Hong Kong, which also featured a rich programme of conference events running from Tuesday to Friday. “Our Perishable Business Week provided visitors and exhibitors with a wide range of content and a first-rate opportunity to gain industry insights and network across the whole value chain,” said Wollbold.

Asiafruit Congress

It all got under way with the Asiafruit Congress – Asia’s premier fresh produce conference – which took place on 6 September, the day before ASIA FRUIT LOGISTICA opened its doors. Attracting some 375 high-level industry professionals from 40 different countries, ASIAFRUIT CONGRESS kicked off with a focus on the future of the Chinese market with expert analysis of the consumer market evolution from the head of Boston Consulting Group’s China Center for Customer Insight Youchi Kuo. ASIAFRUIT CONGRESS was also addressed by a number of high-profile industry figures including: Liu Mau Wah, co-chairman of China’s largest vertically integrated fresh produce business Joy Wing Mau; Lain Jager, CEO of global kiwifruit marketer Zespri; and Ray He, general director of Alibaba Group’s Tmall Fresh. Read more...

Cool Logistics Asia

Taking place on Wednesday 7 September, the second COOL LOGISTICS ASIA conference brought together a high-powered programme of industry experts to discuss the latest trends in Asian perishable supply chains. Simon Pearson, the former Asda UK supply chain executive, discussed his work setting up a cold chain network in China; Ole Schack Petersen, SVP chief strategy officer of LCL, chaired a breakout session on perishable product solutions and innovations; while Isabella Hu of Costco Container Lines’ global sales division spoke on perishable shipping and logistics. Read more...

SMART Horticulture Asia

SMART HORTICULTURE ASIA, the new fresh-produce technology conference, launched on Thursday 8 September. The conference explored the impact of disruptive information technology on traditional fresh produce trade practices, crop cultivation and business models. Speakers included key figures from the fresh produce business, such as Edward Zhu, CEO of Chic Group, and Loren Zhao of e-tailer Fruitday, as well as leading horticulture technology experts, including Professor Salah Sukkarieh of the Australian Centre for Field Robotics and Ken Moyihan of Compac among others. Asia’s development is speeding up with the use of horticultural technology, but rightsizing of technology’ is as important as disruptive technologies in Asia. That was one of the key takeaway messages from the inaugural conference, which underlined the crucial role of global information standards. Read more...

Business Forum

Information opportunities continued for ASIA FRUIT LOGISTICA participants on the show-floor with the Asiafruit Business Forum, a programme of two daily workshop sessions hosted by Asiafruit Magazine. Technology was the focus for Day One, which looked at ‘the packhouse of the future’, and at latest technologies spanning the supply chain. Marketing was the theme for Day Two, with sessions on ‘persuasive packaging’ and ‘new product launches’. Day Three turned the focus on Trade, with sessions on how fresh produce industry stakeholders can get the most out of free trade agreements, and on export opportunities for Asian fruit and vegetable suppliers. Read more...