ASIA FRUIT AWARDS
ASIA FRUIT AWARDS: HALL OF FAME
ASIA FRUIT LOGISTICA and ASIA FRUIT MAGAZINE present the ASIA FRUIT AWARDS.
The prestigious annual awards celebrate excellence and recognise outstanding achievement across Asia’s fresh produce business.
The winners of the ASIA FRUIT AWARDS 2024 were announced on 5 September at ASIAFRUIT CONGRESS on the expo floor at ASIA FRUIT LOGISTICA.
Marketing Campaign of the Year
2024 - AUSTRALIAN AVOCADOS
Hort Innovation and Avocados Australia took out the Marketing Campaign of the Year Award for the 2023/24 Australian Avocados campaign.
The extensive international marketing campaign spanned seven different markets, including Japan, Thailand, Hong Kong, Malaysia, Singapore, India and the GCC region. It engaged more than 30 retail chains in Asia Pacific and the Middle East, as well as top importers and leading online sales platforms.
The Australian Avocados’ marketing effort featured an effective combination of B2C and B2B activities. Hort Innovation delivered the B2C campaign, with agency Bastion managing in-market execution, to showcase Australian Avocados as ‘a premium choice’ for consumers. Industry body Avocados Australia steered the B2B activities, working closely with Hort Innovation and other service providers.
The campaign comprised a wide range of activities tailored to each market. B2C activities included in-store displays, sampling sessions, online advertising, gifts with purchase, cooking demonstrations and social media engagement. B2B programmes featured retail training, partnerships with restaurant chains, trade show participation, collaboration with importers, and inbound and outbound trade missions.
Brand ambassador endorsement was also a highlight of the campaign, with Australian cricket icon Brett Lee supporting the launch of Australian Avocados in India as well as promotions in Middle East markets where the sport is popular.
Introducing the winner, ASIAFRUIT MAGAZINE editor John Hey said the campaign succeeded in boosting brand awareness and driving sales of Australian avocados especially in new markets such as Japan, Thailand, India and the GCC region. Avocados are an emerging category in several Asian markets, and the campaign also played a key role in educating trade and consumers about handling, ripening, preparation and usage, he noted.
Chief executive officer of Hort Innovation, Brett Fifield, chief executive officer of Hort Innovation accepted the award together with Avocados Australia’s export development manager, Flora Zhang.
"We're honoured to receive this award,” said Fifield. “It's a testament to Australia's dedication to producing premium-quality avocados. Our mission is to bring the great taste, quality, and versatility of Australian avocados to consumers internationally. This achievement validates our efforts and fuels our passion to share the goodness of Australian avocados with the world."
The winners of the Asia Fruit Awards, Asia’s premier awards for fresh produce excellence, are also announced at ASIA FRUIT LOGISTICA. Join the presentation ceremony on Thursday 5 September as the Asia Fruit Awards recognise Asia’s best players in fresh produce marketing, importing, retailing and business impact. The winners are unveiled on the Asiafruit Congress stage at ASIAFRUIT KNOWLEDGE CENTRE on Day Two at 2pm.
2023 - ROCKIT GLOBAL
Rockit Global took out the Marketing Campaign of the Year Award for its innovative efforts in China, where it collaborated with world-leading entertainment franchise, Pokémon, on an extensive omnichannel campaign.
The snack-sized apple brand partnered with Pokémon on a 12-week campaign between May and August 2023 to celebrate China Children’s Day on 1 June. Leading Pokémon character Pikachu was featured prominently across Rockit’s channels, including digital and social activity, in-store activations, events, packaging, and promotional materials.
Through Freshippo, the leading online-to-offline retail platform under Alibaba Group, Rockit’s Pokémon pack was available online nationally and in 280 campaign-themed offline stores in key cities. Overall, the campaign included 140 roadshow events with retail partners and reached over 3,300 stores with point-of-sale displays. Activations were supported by merchandise and eye-catching Pokémon-themed packaging. The campaign featured extensive digital activity and was supported by KOL and KOC collaborations and social activity.
Announcing the winner, ASIAFRUIT MAGAZINE editor John Hey said Rockit had partnered to create “a cut-through campaign” that enabled the apple brand to harness the brand power and popularity of Pokémon and connect with millions of consumers. The collaboration played on the synergies between the ‘personalities’ and ‘values’ of the two brands – “innovative, energetic and bursting with attitude” – to resonate with Rockit’s target audience. It also appealed to the growing collectables market. “Fandom is big in China, and Rockit’s Pokémon partnership is a great way of leveraging on this in an authentic way,” said Hey.
The impactful campaign builds on Rockit’s previous partnerships with Minions and Pacman, continuing its successful strategy of collaborating with world-leading entertainment franchises. “Rockit’s FMCG approach to marketing continues to build enormous profile for the brand and disrupt the apple category,” said Hey.
Accepting the award, Julian Smith, Rockit Global’s general manager of global marketing, said: “We are incredibly proud to have won the ASIA FRUIT AWARD for Marketing Campaign of the Year for our consumer-led, omnichannel campaign through our collaboration with Pokémon.
“This recognition is another significant milestone towards our goal of becoming the world’s most loved apple brand, and we’re excited to be encouraging millions more consumers to try something new, do something different and Ready. Set. Go!”
2022 - ClemenGold
ClemenGold won the Marketing Campaign of the Year Award for its success in building a market for ClemenGold-branded mandarins in China.
Introducing the winner, Asiafruit Magazine editor John Hey said the award recognised ClemenGold’s consistent efforts over a number of years.
ClemenGold debuted in China in 2013 with limited volumes to test the market and its appetite for the brand. Sales increased sixfold between 2019 and 2021, reaching a range of wholesale and retail customers. China now forms a key part of ClemenGold’s sales strategy, and the market interaction with the brand has exceeded the company’s expectations, Hey noted.
ClemenGold is a registered brand for premium quality mandarins, including the Nadorcott variety. The soft citrus variety historically found less favour in China compared with other markets, with an impression among the import trade that traditional, firm mandarin varieties were superior. ClemenGold has developed a strong following in China with its focus on consistent quality and reliability of supply, Hey pointed out. The brand and fruit supply are backed by a robust supply chain owned by ClemenGold’s holding company, ANB Investments, which encompasses companies responsible for variety development and commercialisation, nurseries, orchards and state-of-the-art packhouses.
ClemenGold was also recognised for the success of its marketing model in China. The marketer has selected a group of wholesale and retail partners who have embraced ClemenGold’s branded approach and used their sales and marketing expertise to conduct a series of innovative activities. These range from high-profile branding on the exterior of buses on one of Shanghai’s busiest bus routes to ClemenGold-themed pop-up retail shops and consumer events.
The growing popularity of ClemenGold mandarins in China has also helped pave the way for the launch of LemonGold seedless lemons and the development of sister brands, Sweet C and ClemenOrange.
ClemenGold’s marketing manager Adéle Ackermann said it was an “incredible honour” to receive the Marketing Campaign of the Year Award.
“A special word of thanks to all our importers in China for being part of the ClemenGold family,” said Ackermann. “This award recognises the effort and strategic thinking that’s gone into our campaign messaging and our desire to truly connect with Chinese consumers
2021 - JOY WING MAU
Joy Wing Mau won the Marketing Campaign of the Year Award for its Joyvio campaign as the official fruit supplier to the China National Women’s Volleyball Team. The China Women’s Volleyball Team are national icons for generations across China, and the Joyvio partnership ran a series of promotional activities throughout the team’s journey to the Tokyo Olympic Games.
Announcing the winner, Asiafruit editor John Hey said the campaign was recognised for the creative ways in which it drew similarities between Joyvio’s premium fruit brands and the characteristics of the national volleyball team. This included the production of a series of short films shared on social media platforms.
The campaign was also singled out for its well-targeted approach. Partnering with this iconic national women’s team ensured the campaign appealed to female consumers, who represent the primary fruit purchasers in China.
Joy Wing Mau secured enormous brand profile for Joyvio through the partnership, propelled by the team’s celebrity status. Digital content, which is signposted with the campaign’s dedicated hashtag, has been viewed well over 100m times on social media platforms.
Receiving the award, Echo Yuan, Joy Wing Mau’s product director of the strategic brand and category business department, said: “This award is not only a recognition of our efforts with Joyvio, but also an acknowledgement for building a domestic Chinese fruit brand.”
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2020 - T&G GLOBAL
T&G Global, the New Zealand-headquartered global fresh produce marketer, won the Marketing Campaign of the Year. The powerhouse apple grower-marketer was recognised for its pan-Asia efforts to promote and position Envy and Jazz apples as premium brands.
Introducing the winner, ASIAFRUIT MAGAZINE editor John Hey said the award recognised T&G Global’s efforts over a number of years, and across a number of markets in Asia. T&G has invested heavily in developing its in-market presence, people and resources, with offices in Japan, China, Thailand, Vietnam and Singapore. This network and infrastructure have enabled the company to develop direct relationships with trade and consumers across these markets, he noted.In Thailand, T&G has made a foray into supermarket retail channels with Jazz and Envy and built awareness via social media. In Vietnam, Envy dominates sales, but T&G has also developed demand for Jazz as a uniquely tangy-sweet refreshing apple. The group has also marketed smaller-sized pre-packed Jazz apples in Asia as a healthy snack targeted at the whole family.
Japan is a tough market to crack for imported apples, but T&G Global has invested to position Jazz as a premium imported apple. The programme includes PR, inspirational recipes from key opinion leaders, and in-store activations to build theatre and create an ‘orchard experience’.
Envy is the focal point of T&G’s campaign in China, where the company effectively pivoted its promotions to O2O and digital platforms after Covid-19 restricted in-store activations. Tmall live samplings with Chinese actress Liu Tao further strengthened the position of Envy as the ultimate premium apple that engages all five senses.
T&G Global’s head of global marketing, Rebecca Chapman, accepted the award.
“Asia is a key region for T&G Global and is pivotal for the success of our flagship Jazz and Envy apples. This award reflects the creative marketing efforts from our Asia team and our passion to bring our growers’ great tasting, high-quality apples to consumers all over the world,” said Chapman.
“It’s a real honour for T&G Global to be recognised with this award, and it will give our global teams the energy to continue to challenge boundaries and connect with consumers in even more innovative ways.”
2019 - ROCKIT GLOBAL
Rockit Global, the company behind miniature Rockit apples marketed in convenient recyclable tube packaging, scooped the Marketing Campaign of the Year Award for its new brand campaign in China.
China has grown rapidly to account for 50 per cent of Rockit’s global sales, and the company launched a consumer-centric marketing campaign in 2019 focusing on the functionality and benefits of Rockit apples.
The campaign aimed to appeal directly to Rockit’s target demographics of children (and their carers) as well as busy young professionals. Rockit apples were positioned as a healthy and convenient snack alternative for parents and grandparents collecting children from school, and for young professionals seeking healthy options for snacking on throughout their working day.
With a tagline in Mandarin ‘This little goodness you can hold’, Rockit undertook a number of promotional activities, including a campaign for Children’s Day on 1 June. Rockit also cooperated with leading Chinese fruit store chain Pagoda to launch Rockit apple-themed Pagoda stores to maximise profile and promotion.
E-commerce has been a key sales channel for Rockit in China, and the company made breakthroughs on this front, joining the New Zealand Food Basket alliance, which launched its first New Zealand Flagship store on Tmall Fresh, in addition to opening a flagship store on JD.com.
Introducing the winner, ASIAFRUIT editor John Hey said the dynamic campaign helped to position Rockit apples as “an aspirational lifestyle brand”.
Rockit Global’s China market manager, Eric Dai, said the company was delighted to receive the ASIA FRUIT AWARD for Marketing Campaign of the Year.
“Ensuring your brand stands out in a crowded market such as China is always a challenge,” said Dai. “This award is fantastic recognition of a brand message that was tailored to engage and resonate with Chinese consumers and was well executed across a range of channels.”
2018 - CHILEAN CHERRY COMMITTEE / ASOEX
The Chilean Fruit Exporters Association (ASOEX) and its Chilean Cherry Committee won the Marketing Campaign of the Year for their high-profile campaign to promote Chilean cherries in China during 2017/18.
The US$5m campaign targeted 63 cities across China, seeking to encourage consumption of cherries at any time and for any occasion, with family, friends or alone, while highlighting the fruit’s health attributes. Targeting a range of channels, the campaign succeeded in achieving significant profile at retail and consumer levels, and contributed to a record result for Chilean cherry exports to China in 2017/18, which more than doubled to account for over 85 per cent (160,146 tonnes) of total exports.
Introducing the winner, ASIAFRUIT editor John Hey recognised the collaborative effort behind the campaign, with the industry succeeding in securing the financial backing of virtually all Chilean grower-packer-marketers. The campaign followed on from a similar-budget promotion in 2016/17, but it was expanded and extended to include more cities in 2017/18.
“We are honoured to receive this prestigious award, which recognises the efforts and commitment of growers and exporters in Chile in facilitating the demand for our cherry exports to China and contributing through this campaign to strengthening our country’s image in Asia,” said Ronald Bown, chairman of the board of ASOEX.
“We would also like to thank the Chilean Ministry of Foreign Affairs, the Ministry of Agriculture and ProChile, as well as our growers and exporters, members of the Cherry Committee, our marketing team at ASOEX and advertising agencies in China, for their important support and contribution in making this project a success.”
2017 - BELGIAN FRUIT VALLEY – TRUVAL PEARS
Belgian Fruit Valley (BFV) won the Marketing Campaign of the Year Award for its pioneering work to develop the market for Truval-branded Conference pears across Asia. Introducing the winner, ASIAFRUIT editor John Hey said the award recognised BFV’s efforts not only over the past year, but also over the past decade, to build a market for Conference pears in Asia.
The Belgian cooperative has led the way in opening up new markets – in particular China and India, he noted. ‘Western’ pears represent a relatively new product to many consumers in Asia, who are used to local Asian varieties with very different characteristics. Together with its import and retail partners, BFV has run a highly structured and consistent campaign in China to educate trade and consumers about Conference pears, demonstrating how best to handle and enjoy the fruit.
The company has also run similar activities across a number of other Asian markets. In turn, BFV has helped to pave the way for other pear exporting companies and countries to conduct their own campaigns to promote western pears.
Commercial director of Belgian Fruit Valley Marc Evrard, who has led the Truval Pears campaign, accepted the award.“It’s a great honour for BFV to be awarded this accolade as a recognition of the faith, persistence, commitment and teamwork for all involved from the Belgian side and especially our Chinese partners, without whom introducing a new product in a new market would not have been possible,” said Evrard. “It is fitting that we can today receive this award from an organisation that helped create the meeting ground to bring us and our partners together.”
2016 - MR CHENG, FRUITDAY (CHINA)
Fruitday won the Marketing Campaign of the Year Award for ‘Mr Cheng’, its campaign to launch a Chinese orange brand with guaranteed sweetness. While Fruitday has built its business as an online retailer of premium imported fruits, Mr Cheng saw the company venture into new territory with a move to develop a homegrown citrus brand. Fruitday selected bingtang oranges grown in Yunnan province, investing RMB20m (US$3m) upstream into a joint venture packing plant in the region. The facility was fitted out with infrared Brix-sorting technology from Compac in order to achieve consistent quality standards and guaranteed sweetness in the fruit. The orange brand was personified as Mr Cheng, a ‘romantic gentlemen’, in a move designed to create easier interaction with consumers and appeal to female online shoppers in particular.
After a ‘beta test’ in which it sent the fruit to numerous Chinese celebrities and well-known entrepreneurs, Fruitday conducted another round of promotions. In addition to extensive marketing activities on its e-tail platforms, Fruitday worked with China’s leading online match-making site Jiayuan.com, taxi service mobile app Didi, and the largest budget hotel chain Home Inn to make specially packaged and branded Mr Cheng products available in vehicles and hotels.
The idea for Mr Cheng came from the Fruitday team as we were seeking to learn from examples of fruit standardisation and Brix selection we had seen in other parts of the world, and to innovate in China’s fast-developing e-commerce market.”
Introducing the winner, Asiafruit Magazine editor John Hey said Fruitday’s Mr Cheng campaign broke new ground for marketing and branding of Chinese-grown fruit. “Fruitday has not just marketed the fruit on its consistent sweetness, it has given the product a personality, making it easy to create a dialogue with consumers,” he noted. “Fruitday is really happy to win the ASIA FRUIT AWARD,” said the company’s co-founder Loren Zhao. “The Mr Cheng campaign was an important supply chain exploration for Fruitday.
2015 - Now! In Season (Australia)
The Marketing Campaign of the Year Award was presented to ‘Now! In Season’, a multi-industry, multi-market promotion for Australian fruits.
The campaign, launched in April by the Victorian State Government in collaboration with Austrade and Horticulture Innovation Australia, takes a whole-of-industry approach to promoting Australian fruits across Asian markets.
Through a mix of in-store tastings, point-of-sale materials and networking events, the campaign promotes seasonal Australian produce. Thailand, Indonesia and the Philippines were the initial focus for the promotion, which launched with stonefruit, table grapes and apples and pears, with the support of the respective peak industry bodies.
Citrus has since been added, with cherries to follow, while the campaign has been rolled out to more markets, including China and Japan.
"The Victorian Government, in collaboration with peak industry bodies, Horticulture Innovation Australia and Austrade, is extremely pleased with the success of the Now! In Season programme,” said Brendan Larkin, ASEAN market manager at the Victorian Department of Economic Development, Jobs, Transport and Resources.
2014 - Northwest Cherry Growers (US) / Fruitday (China) / TMall (China)
The Marketing Campaign of the Year Award was won jointly by US marketing body Northwest Cherry Growers, Chinese fruit e-tailer Fruitday and e-commerce giant TMall for their promotion to market cherries online in June/July 2013.
Through a system of pre-orders via TMall’s B2C online platform, Northwest cherries were packed and delivered from orchard to consumer within 48 to 72 hours. Against the backdrop of one of the most challenging Northwest cherry growing seasons in a decade, the promotion managed to sell in three phases around 200 tonnes of cherries with a range of online competitions and promotions that hugely lifted the profile of the product.
The campaign was singled out as a watershed in underlining the potential of e-commerce as a direct-to-consumer sales channel for fresh fruit marketers in China
It was also commended for its highly targeted approach, directly accessing younger consumers with the means and motivation to buy a high-value imported fruit like cherries.
Keith Hu, director of international operations for Northwest Cherry Growers, said he was very humbled to receive the award. “At Northwest Cherry Growers, we’re always looking for new ways to expand both product and brand awareness,” he said. “It’s fortunate that we’re working with two excellent partners.”
2013 - Zespri (Asia)
Kiwifruit marketer Zespri won the Marketing Campaign of the Year Award in recognition of the quality of its marketing programmes throughout Asia.
Zespri was chosen for its success in building its brand profile and loyalty among customers and consumers throughout Asia. With core messages focused on the quality, taste and nutritional benefits of its kiwifruit, the company was recognised for adapting those messages to diverse markets and conveying them effectively to consumers via a range of media in a fun way. Its use of social media and school education programmes to engage consumers in China was also singled out as an example of its innovative activities.
Accepting the award, Zespri’s president of global sales and marketing Daniel Mathieson said the company was “delighted and honoured” to receive the accolade, and he praised Zespri’s Asia-based marketing teams on their work in cementing the Zespri brand in Asia.
Asia is a demanding place to get your product recognised and build consumer loyalty, particularly when you’re operating in a hugely competitive and crowded fresh produce space,” said Mathieson.
Importer of the Year
2024 - JOY WING MAU GROUP
Leading China-based global fruit distributor Joy Wing Mau Group won the Importer of the Year Award.
Already renowned as one of China’s top fruit importers, Joy Wing Mau was singled out for the strides it has made across several areas of the business over the past year.
The group was recognised for its role in developing trade relations and cooperation models with key global supplying countries to China, such as New Zealand, Thailand and Chile.
Joy Wing Mau has also collaborated with global logistics service providers to develop faster and more efficient routes to market for imported fruits. These include innovative solutions such as charter ships and flights, sea-air combination transport, and multi-port decentralised customs clearance.
In another milestone, Joy Wing Mau moved into its new headquarters in Shenzhen at the turn of the year. The JWM Binhai Tower is home to the first fully automated distribution centre and smart cold storage facility for fruit and vegetables in Asia, setting a benchmark in terms of digitilisation in the industry.
Konna Mu, general manager of Joy Wing Mau’s international procurement platform, accepted the Importer of the Year Award.
“We’d like to thank all our great partners globally whose continued support has brought us to the position we’re in today. This award is a great honour to Joy Wing Mau,” he said.
“We have been strategically positioned as a one-platform company connecting the best resources globally. The world is changing, and our industry requires even deeper synergy and partnership. Joy Wing Mau is committed to fostering the healthy and sustainable development of the fruit business, and to maximising value for everybody in the industry in China and beyond.”
2023 - UNITED PRODUCE COMPANY
The Importer of the Year Award went to Taiwan-based United Produce Company.
Established in 2005, United Produce is one of Taiwan’s leading fruit importers as well as operating a significant import business into Hong Kong and China.
United Produce was singled out for its strategic and innovative approach to market expansion. It was also recognised for its strong reputation with key customers, which include leading global suppliers.
Taiwan’s fresh produce market continues to be dominated by the wholesale and traditional retail trades. While cultivating solid links into these channels, United Produce has developed a significant business supplying the modern retail sector and is a key service provider to Carrefour.
In 2019, the company opened a state-of-the-art cold chain facility. The multimillion-dollar operation has enabled United Produce to manage inventory, service retailers more effectively, and secure strong sales results for customers, Hey noted. The facility also helped the company to navigate supply chain disruption during the Covid pandemic.
“We are extremely appreciative and honoured to receive this award,” said president and owner of United Produce Company, Allen Wu. “We could not accomplish this without the support, and the supply of high-quality fresh produce, from our friends and partners. This award will unquestionably motivate us to continue to work hard and innovate.”
2022 - GOODFARMER
The Importer of the Year Award went to major Chinese fresh produce distributor Goodfarmer.
Celebrating its 20th anniversary in 2022, the group was recognised for its success in building long-term relationships with global partners to become one of China’s leading fruit importers.
Goodfarmer was also singled out for its success in navigating the pandemic and the associated global supply chain disruption. The company has leveraged on its long-term relationships with shipping partners to maintain the continuity of import programmes, Hey noted. Goodfarmer also adapted quickly to pandemic disruptions and to its clients’ needs, ramping up its home-delivery business and keeping consumers supplied with high-quality fruit.
Goodfarmer’s continued growth also reflects the substantial investment the company has made in developing its nationwide teams and distribution infrastructure over the past ten years, said Hey. This network spanning 30 major cities has enabled the group to service its customers efficiently and add value for premium brands.
While continuing to develop core import categories such as bananas and pineapples, Goodfarmer has diversified its product range. It has ramped up its focus on fast-growing products, such as tropical fruits from Thailand and Vietnam. In addition to being a licensed distributor for Zespri kiwifruit in China, Goodfarmer has signed strategic partnerships with leading brands such as Mr Apple, Rockit, T&G Global and Driscoll’s. At the beginning of this year, it also entered a partnership with Focus Media, one of China’s largest out-of-home advertising networks, to build the Goodfarmer brand as a consumer-facing brand.
Owen Zhang, Goodfarmer’s China general manager, said the group was honoured to win the ASIA FRUIT AWARD for Importer of the Year.
“We have achieved good results in the global fruit business through our professional management systems and our industry knowledge,” said Zhang. “In the future, Goodfarmer will continue to deepen our strategic cooperation with global partners to build a world-class fruit brand.”
2021 - SURI AGRO FRESH
The Importer of the Year Award went to leading Indian fruit distributor Suri Agro Fresh. The Delhi-headquartered company was recognised for the advances it has made in its import business over the past several years.
Introducing the winner, Hey said Suri Agro Fresh had invested heavily in its distribution infrastructure, including cold storage and handling facilities. Its role as a national distributor for leading global kiwifruit marketer Zespri has brought further impetus to its import business, and it has also partnered with Rockit Global to launch the branded miniature apple in the Indian market.
While India has faced enormous challenges with the Covid-19 pandemic over the past year, Suri Agro Fresh has navigated the crisis well, Hey said, reflecting the company’s diverse distribution channels and product range.
Suri Agro Fresh was also recognised for its work in launching market development and marketing initiatives. Its ‘unorganised retail development programme’ provides cold chain deliveries and marketing support to India’s traditional retail trade and one-shop owners, encouraging these retailers to sell more high-value branded fruits.
The company has also re-launched its flagship Enjoy brand as a consumer-facing healthy lifestyle brand to capitalise on growing health trends among Indian consumers.
Chief operating officer of Suri Agro Fresh, Manav Suri, said the company was “delighted” to receive the Importer of the Year Award.
“Suri Agro Fresh is known for bringing innovation to the industry. We believe resolve, resilience and reform are the ways to survive in the post-Covid era,” he said. “This award is a prestigious honour, and the biggest honour goes to the team who have supported our company attain its success.”
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2020 - EURO-ATLANTIC
The Importer of the Year Award went to leading Malaysian importer-distributor of speciality fruit and vegetables, Euro-Atlantic.
Set up in 1992 with a goal to expand the range of fruit and vegetables for Malaysian consumers beyond tropical produce, the company was recognised for its pioneering efforts to introduce and develop new products and sources. Euro-Atlantic has played a key role in developing the market for berries, avocados and mushrooms in Malaysia among other categories, Hey noted.
With a strong customer base in food service and hospitality, and a significant percentage of its imports air-flown, Euro-Atlantic has faced a challenging 2020 owing to the impacts of Covid-19. But the company was also recognised for the way it has risen to the challenge, selling more produce online and marketing via social media with online cooking demonstrations as well as making moves towards ‘contactless’ sampling.
Euro-Atlantic also continues to invest in its infrastructure, facilities and staff training to ensure proper handling of its speciality products. Work is now under way on its new headquarters and warehouse operation and the company recently acquired a new packing facility and warehouse.
Managing director of Euro-Atlantic, Ebby Loo, accepted the award. “We extend our heartfelt gratitude to ASIAFRUIT MAGAZINE and ASIA FRUIT LOGISTICA for this outstanding award,” she said. “Greater things are yet to come as we embark on another fruitful year ahead.”
2019 - LARIS MANIS UTAMA
Indonesian company Laris Manis Utama (LMU) won the ASIA FRUIT AWARD for Importer of the Year.
Established 23 years ago, the company was recognised for its market-led approach to developing Indonesia’s fresh fruit import business, which has been driven by significant investment.
LMU has invested heavily in its logistics and cold chain infrastructure, with state-of the-art distribution facilities in Jakarta and Surabaya. It has also developed its network of wholesale branches across Indonesia, helping to boost access to high-quality imported and domestically-grown fruits for consumers across the archipelago, said Hey.
The company was also recognised for its proactive and structured approach to marketing imported fruits. Besides running retail campaigns for leading brands of imported fruits, the company recently launched its own brand My Fruit, which it is promoting in traditional retail channels, brick-and-mortar stores, online and on trucks.
LMU has also begun selling fresh fruit online with various e-commerce partners, as well as launching its own fruit retail shops under the Frestive banner.
“We are extremely delighted and honoured to receive the Importer of the Year Award from such prestigious organisations,” said LMU vice-director Hendry Sim on accepting the award. “This award is a confirmation to my team back in 26 cities across Indonesia that our dedication, innovation and hard work over many years in fresh produce has brought industry recognition.”
2018 - IG INTERNATIONAL
India’s IG International scooped the ASIA FRUIT AWARD for Importer of the Year. Since establishing its import business in 1999, IG has become one of India’s premier fresh fruit importers, handling 50-plus varieties of fruit from more than 20 countries.
IG has invested heavily in cold chain infrastructure to support the growth of fresh fruit imports, establishing a national network of facilities and trucks. Such infrastructure has helped the company to deliver fruit with optimum quality and taste to Indian consumers while also giving global suppliers more confidence to ship large volumes to India, Hey noted.
IG was also recognised for its pioneering role in expanding the range of imported fruits available to Indian consumers. Apples dominate India’s fruit import market, and IG has worked with leading global suppliers to introduce a number of premium brands. The company has also helped to grow the market for a range of other fruit categories such as pears, kiwifruit, citrus and, more recently, berries and avocados. IG has taken a proactive approach to promoting imported fruits to Indian consumers, conducting extensive tastings, deploying high-profile brand ambassadors and introducing new packaging.
Accepting the Importer of the Year Award, IG International director Tarun Arora said he was “extremely honoured and humbled”.
“We are earnestly grateful for this recognition we have received today,” said Arora. “It is testimony to the tireless efforts my organisation has, over several decades, put into matching up to the highest standards expected from a premier fruit importing company.”
2017 - FRESHMART SINGAPORE
Family-run business Freshmart Singapore scooped the ASIA FRUIT AWARD for Importer of the Year. Established in 1980, the Singapore-based fresh produce importer and distributor supplies over 100 supermarkets island-wide as well as several food service and wholesale customers.
Freshmart was recognised for the strength of its team and operations, its focus on building supplier and customer relationships, and its leading role in developing several categories in Singapore’s fruit import market. Hey singled out the company’s work in growing the berry category, where it has been both aggressive and progressive in building a 52-week supply.
He also highlighted the company’s efforts to build demand for avocados and organic produce in Singapore, which have been underpinned by consistent trade and consumer education. Kevin Koh, director of Freshmart and son of the company’s co-founder Peter Koh, accepted the award.
"We are humbled to be receiving this award and recognition from the industry as it reaffirms our company's mission and values,” said Koh. “This would not have been possible without all the support our stakeholders have given us and the confidence our customers have placed in us."
2016 - JINWON TRADING (SOUTH KOREA)
South Korean company Jinwon Trading scooped the Importer of the Year Award in recognition of its leading position and pioneering role in the country’s fresh fruit import business.
As one of Korea’s oldest agricultural trading companies established in 1979, Jinwon has developed substantial warehouse and cold chain infrastructure from port to market as well as significant in-house expertise. The company sources a wide range of products from across the world, supplying multiple channels, including retail, wholesale, online sales and TV home shopping. It has forged strong relationships with leading global suppliers as well as major retailers.
“We’ve worked very hard with our team members not only this year, but for the past 40 years,” said Jinwon’s president Chang Hwa-Oh. “To receive this Award is a reward for our past efforts, an honour for the present and an encouragement to remain the best produce importer in the future.”
2015 - Golden Wing Mau (China)
Chinese group Golden Wing Mau (GWM) won the Importer of the Year Award for the impressive strides made by its import business.
Established in 1998, GWM has evolved rapidly from its origins as a small Shenzhen-based trading company to become an integrated fruit group with operations in production, packing, storage, import-export, wholesale and retail distribution. An early mover to develop its retail distribution business in China, predominantly with domestically-grown fruits, GWM’s network of supermarket customers has increasingly come into play for its imports in recent years. The company has also developed a strong network of wholesale market-based operations, as well as supplying emerging retail channels, such as e-commerce and specialist fruit shops. On the import procurement side, GWM has built its international sourcing relationships, aided by Capespan’s acquisition of a 25 per cent stake in the company in 2010.
The company has also become a leading distributor for Zespri kiwifruit in eastern and southern China as well as handling key national retail accounts.
“This is the best affirmation and encouragement GWM has received from the global fruit industry. I’d like to extend my gratitude to all our overseas partners, and thank them for their trust and support. I’d also like to express my sincere thanks to our GWM people for their persistence and hard work.” said president and CEO of GWM, Mau-Wah Liu.
2014 - Vachamon (Thailand)
Thai fruit importer Vachamon was selected as the Importer of the Year in recognition of its impressive growth in the table grape business in particular, and its trailblazing market development efforts. Introducing the winner, Asiafruit Magazine editor John Hey said Vachamon had played a pioneering role in building brands and growing the market for a range of products and suppliers in Thailand. The most notable example is its work on apple marketer Enza’s proprietary varieties Jazz and Envy. As well as developing the market for imported fruits within Thailand, Vachamon was recognised for its work in extending their reach into neighbouring markets in the Greater Mekong region, such as Laos, Cambodia and Myanmar.
Vachamon’s managing director Wipavee Watcharakorn accepted the award. “We greatly appreciate receiving the Importer of the Year Award,” she said.
“Over the past 10 years, we’ve been working very hard to develop the business in Thailand and neighbouring countries.”
“We’d like to thank all our business partners who have supported us with the quality, the commitment to supplying us on a programmed basis and the investment of trust in us to develop the market, particularly under a sole agent model.”
2013 - Chop Tong Guan (Malaysia)
The Importer of the Year Award went to Malaysian company Chop Tong Guan.
The Penang-based importer was recognised for its success in expanding its operations and developing a distribution network across Peninsular Malaysia.
Introducing the winner, Asiafruit Magazine editor John Hey said Chop Tong Guan’s investments to maintain cold chain, food safety and traceability standards had helped it to become a key supplier to international retailers, and it had taken the initiative to understand and meet their requirements.
Chop Tong Guan’s director Koay Swee Aik accepted the award. “I am really delighted to receive this award as it reaffirms our business principles, our team’s dedication and our partners’ trust in us as a leading organisation,” he said.
“It further motivates us in our relentless efforts to upgrade our operations and strengthen our partnerships with suppliers and clientele.”
AFM on Chop Tong Guan (PDF, 386.9 kB)
Produce Retailer of the Year
2024 - SAM’S CLUB CHINA
The Produce Retailer of the Year Award went to Sam’s Club China.
Walmart introduced the membership-only warehouse club format to China more than 28 years ago with the opening of the first Sam’s Club in Shenzhen. Today, Sam’s Club has almost 50 stores across the country.
While many traditional brick-and-mortar retailers have struggled with the rise of e-commerce in China, Sam’s Club was singled out for its impressive performance and ongoing expansion.
Hey said the warehouse club retailer has carved out a niche catering to China’s growing middle class with a curated selection of better-quality produce, offering a unique experience and high value for its members.
By leveraging its global sourcing network and improving end-to-end efficiency, Sam’s Club has built member trust in its private-label brands with assurances of quality produce at reasonable prices, he noted.
Sam’s Club China was also recognised for its commitment to improving the fresh produce offering for consumers. This effort spans the entire supply chain, from working with seed breeders and IP variety companies to introduce new and improved products, through the retailer’s proactive approach on food safety standards and processes, to merchandising in-store. Sam’s Club continues to make enhancements to its fresh produce departments, such as installing walk-in chillers at its largest store in Shenzhen to better handle temperature-sensitive items such as berries.
Tina Zhang, chief merchandising officer (CMO) at Sam’s Club China, said the group was “honoured and motivated” to be awarded Asia’s best produce retailer in 2024.
“Our gratitude extends to our members who always trusted us, to my fellow colleagues who always worked hard to serve members, and to our partners who grew together with us,” said Zhang. “As a membership club, ‘member-first’ has always been our principle, and we strive to create value for members. We will continue to innovate and offer quality items and services to members, bringing our slogan ‘Life is better in the Club’ to life.”
2023 - WINCOMMERCE
Leading Vietnamese food retailer WinCommerce took out the Produce Retailer of the Year Award.
WinCommerce operates the WinMart supermarket chain and WinMart+ minimart chain in Vietnam, with more than 130 supermarket stores and over 3,200 convenience stores.
WinCommerce was recognised for the strides it has made in fresh produce retail since Masan Group took over the company at the end of 2019, rebranding from VinMart/VinCommerce to WinMart/WinCommerce.
Announcing the winner, Hey said WinCommerce had expanded its fruit import offering and enhanced the in-store experience with well organised layouts, consistent quality, and eye-catching displays. WinCommerce was recognised for in-store execution and its teams’ improved QC process, product handling and display of produce on-shelf.
WinCommerce has also successfully pursued a strategy of direct sourcing in fresh produce, particularly for imported fruits, Hey noted. It has developed direct relationships with selected global suppliers which have provided marketing support, achieving mutually beneficial results.
“The expansion of modern food retail in Vietnam is fuelling the impressive growth in the country’s fresh fruit imports, and WinCommerce is a leading force with its focus on direct sourcing,” said Hey.
In addition to expanding its footprint in terms of store numbers, WinCommerce has upgraded existing stores and innovated with new store formats. It recently launched its WinMart Urban format. Designed by French architects Malherbe to project ‘a modern, youthful European style’, the format aims to create a new shopping experience and appeal to multiple consumer segments in busy urban areas with a wide range of fresh produce and premium service.
“Winning the prestigious Produce Retailer of the Year Award is a tremendous honour,” said Vuong Kim Uyen, senior import manager of WinCommerce. “We owe our success to the invaluable contributions of our dedicated staff and partners. We remain steadfast in our responsibility to consistently provide high-quality products, while fulfilling our mission of enhancing the material and spiritual well-being of 100 million Vietnamese consumers.”
2022 - MAKRO (THAILAND)
Makro (Thailand) took out the Produce Retailer of the Year Award.
Thailand’s leading wholesale chain was recognised for its commitment to suppliers and for the efficiency of its operations.
Introducing the winner, Hey said Makro stood out for the success of its centralised ordering system, with smooth management of product from DC through to store. “Makro runs ordering and programmes with suppliers very effectively,” he noted. “With good information flow and efficient systems, it ensures its stores are well stocked, delivering quality fresh produce to B2C and B2B customers.”
Makro was also singled out for its success in building direct sourcing relationships with suppliers. “Makro displays a professional and pragmatic approach in dealing with suppliers,” said Hey. “This has helped it to develop strong supply partnerships.”
With a mix of B2C and B2B customers and close to 150 stores across Thailand, Makro is effective in retailing high volumes of fresh produce, Hey pointed out. In addition to promoting sales of imported fruits, it has undertaken extensive promotions to support local fruit growers in Thailand, especially during the pandemic where export trade has been impacted.
Makro was one of Thailand’s first wholesalers to develop an omnichannel business in 2019, and it has begun to offer sales of fresh fruit online.
Makro Thailand’s chief executive officer Tanit Chearavanont accepted the award.
“Makro is honoured to receive the Produce Retailer of the Year Award. It is a great encouragement for us to continuously strengthen our quality and deliver a better customer experience both online and offline,” said Chearavanont.
“The award is also proof of Makro’s commitment to be a trusted partner to customers. This is only made possible by the dedication of our commercial team, suppliers and growers as well as our store operation staff in 147 locations. They all work tirelessly to ensure only fresh and high-quality fresh produce is delivered to our customers.”
2021 - NTUC FAIRPRICE
NTUC FairPrice took out the Produce Retailer of the Year Award, becoming the first retailer to win the award for the second time.
FairPrice, which won Produce Retailer of the Year in 2014, was again singled out for its impressive performance in Singapore’s highly contested grocery retail market.
“At a time when brick and mortar retailers are under pressure from online, FairPrice has done much innovative work to reinvent the large retail format,” said Hey. “It has been enhancing the shopping experience for consumers in larger stores. Fresh produce has played a key role here, with bigger sections offering wider range and premium quality as well as more tailored offerings for key demographics.”
The retailer has been leading the way with digital integration in-store. It has rolled out a new Scan & Go app, enabling shoppers to pay directly with their mobile phones.
FairPrice was also recognised for its effective response to the pandemic on several fronts. The retailer launched FairPrice on Wheels, using vans as mobile stores to reach elderly and more vulnerable consumers in residential areas.
Online grocery has significantly increased its market share in Singapore since the start of the pandemic, and FairPrice has ramped up its omnichannel capabilities to manage rapid fresh produce deliveries to consumers.
Andy Chang, director (fresh and frozen) for FairPrice Group’s Retail Business, said the retailer was honoured to become the first “two-time recipient” of the award.
“We extend our gratitude to our suppliers who have worked tirelessly with us to ensure we continue to delight and excite our customers, whose needs and lifestyles are continually evolving and changing,” said Chang.
“We endeavour to continue innovating and pushing boundaries, curating a diverse range of produce that offers the best quality and value to our customers.”
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2020 - JD FRESH
JD Fresh, the fresh food arm of Chinese e-commerce giant JD.com, won the Produce Retailer of the Year Award.
JD Fresh was recognised for the strides it’s made in fresh produce retail on a number of fronts. Winning government acclaim for its response to the Covid-19 crisis in China, the e-commerce giant significantly expanded its share of fresh produce sales during the pandemic as consumers switched to buying groceries online.
In addition to its gains in e-commerce, JD has continued to drive the digitisation of fresh food retail China. It has expanded its chain of high-tech supermarkets, 7Fresh, launching new stores and formats. JD also set up its first franchised community fruit stores under the Jingxuanhaoguo banner, a model under which it can apply its brand and its strength in procurement and high-tech solutions to existing mom and pop stores in neighbourhoods.
JD has undertaken a number of large-scale and innovative marketing campaigns for fresh fruit, including 618 and other high-profile shopping festivals. It became the first e-tailer in the world to forge a direct supply agreement with Zespri and delivered the first box of kiwifruit for the season with its autonomous robot.
On the production side, meanwhile, the company continued to invest in developing its JD Farms in key domestic and global growing regions with hi-tech packing and distribution infrastructure. It also forged ahead with its push to transform Chinese agriculture through smart technology, opening a new hi-tech greenhouse growing vegetables near Beijing with the help of Mitsubishi Chemical.
“This has been a landmark year for JD Fresh – it has emerged from the Covid crisis even stronger, with a bigger share of fresh produce sales,” said Hey. “JD has boosted its capabilities in fresh produce sourcing and distribution, and it’s made significant advances in digitising retail and production.”
Purchasing manager of JD Fresh Una Wang accepted the award. “The Produce Retailer of the Year Award is a fantastic recognition from the fresh produce industry of the efforts our team has made this year,” said Wang. “It inspires us to perform even better in the future, leading the e-commerce fresh produce business in China.”
2019 - YONGHUI SUPERSTORES
The Produce Retailer of the Year Award went to Yonghui Superstores, one of China’s fastest-growing grocery retailers.
In the face of fierce online competition, Yonghui was singled out as a brick-and-mortar retailer that has successfully adapted its operations to meet the changing needs of Chinese consumers with more premium fresh food offerings and the development of a ‘New Retail’ model.
Yonghui’s core business comprises hypermarket and supermarket formats under the YH Superstores and Bravo banners, as well as its smaller sized neighbourhood format YH Mini.
Through its separate supply chain and logistics service business, YH Yunchuang, the retailer has expanded rapidly with convenience store format YH Life (formerly YH Membership) while developing an experiential ‘New Retail’ supermarket format Super Species.
Fresh produce has long been one of Yonghui’s core strengths, underpinned by a focus on direct sourcing and a strong buying team, and underlined by the retailer’s private label for fresh food, Hey noted. More recently, fresh produce has become a key differentiator of Yonghui’s offering as the retailer works to cater to consumer demand for a wider range of products and services in China.
Yonghui stores stock an assortment of fresh produce, including a mix of private label and third-party brands. This includes an impressive depth and range of imported fruits.
Buying online and fresh convenience are two other headline consumer trends in China, and Yonghui has incorporated online delivery with packaged products, with many of its stores supporting delivery within one hour.
President of Yongui Superstores, Li Guo, said the group was greatly honoured to receive such a prestigious award.
“We have developed more than 700 large and medium-sized superstores and more than 500 neighbourhood stores across 23 provinces nationwide,” Li noted. “We’re actively and continuously strengthening our in-store services and home delivery business to create an online-to-offline, omnichannel retail model, and to bring a better consumer experience to customers.”
2018 - RANCH MARKET
The Produce Retailer of the Year Award went to Indonesia’s Ranch Market. Formed in 1998, Ranch Market has become Indonesia’s leading supermarket targeting upper class consumers with high-quality imported as well as domestically-grown produce. The group operates more than 35 stores under two main banners – 15 branded as Ranch Market, which caters to top-end consumers, and 20 branded as Farmers Market, which have a slightly larger store area and feature more locally-grown products.
Ranch Market group was recognised for its clear-sighted customer focus and its impressive work in promoting fresh produce in the Indonesian market. “The group has raised the bar to a level that has forced others to follow suit, and Indonesia’s predominantly young, growing and aspirational middle class has responded positively to this offer,” said Hey.
Ranch Market’s CEO Meshvara Kanjaya accepted the Produce Retailer of the Year Award. “This award has very deep meaning to us,” she said. “It’s not only a recognition from such reputable organisations of our dedication to fresh, it’s also a motivation and a reminder to our team to keep doing their very best in fresh.”
“Our dedication and achievement in fresh produce is not solely the work of Ranch Market’s team – it’s a collaboration with suppliers, importers, growers, marketing and trade officers and also all our customers. I’d like to take this opportunity to thank them all.”
2017 - HEMA SUPERMARKET
The Produce Retailer of the Year Award was presented to Hema Supermarket for the success of its pioneering new online-to-offline (O2O) retail concept, which brings fresh produce to the fore. Having opened around a dozen stores in China in little more than a year, the Alibaba-backed retailer has broken ground with its innovative model. The in-store experience is critical for Hema Supermarket, with its expansive stores offering a wide range of premium fresh foods as well as cooking services where consumers can purchase foods and have meals prepared on site.
The stores also function as distribution centres processing online orders. Shoppers can order from Hema by mobile app at home, and have fresh produce and meal solutions delivered inside 30 minutes within a 3km radius of the store. There are no cash or credit card transactions – all payments at the store are made through Alibaba’s Alipay app, saving time and allowing Hema to collect valuable consumer data, which can be used to improve its service and boost customer loyalty.
“The integration of online and offline retail channels has been a dominant trend in China over the past year,” said Hey. “Hema Supermarket has demonstrated how the two can be bridged successfully in fresh food, while also setting a precedent and new expectations in terms of the consumer experience.” Hema Supermarket’s senior merchandising director Paul Sheh collected the award.
“I'm so proud to stand here to receive this great award on behalf of Hema Supermarket. As a new retail model, Hema is committed to delivering a faster and fresher shopping experience to our customers using a combination of technology and supply chain innovation,” he said. “To Hema and all of our team members, the ASIA FRUIT AWARD is a huge honour and encouragement.”
2016 - SAM’S CLUB CHINA
The Produce Retailer of the Year Award went to Sam’s Club China. 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. While operating around a dozen stores in China, four of them are now ranked in the top ten of the 800-plus Sam’s Clubs worldwide. Fresh produce is playing a key role in Sam’s Club China’s gains, where the retailer has succeeded in targeting high-end customers with high-quality fresh food in new formats. “While Chinese consumers traditionally shop daily for fresh produce, and would not typically drive across a city to buy fresh foods in larger pack sizes, Sam’s Club has seen them doing just that,” said Hey.
Sam’s Club has introduced more western ways of merchandising to high-income shoppers, selling pre-packed produce in a market where consumers typically prefer to handpick their own, he noted. By focusing on a slightly narrower number of SKUs than a full-service retailer and developing supply partners that understand its business, Sam’s Club has also been able to pre-select premium products for its busy and wealthy consumer base.
“It’s most encouraging to see that the recognition we’re receiving for our fresh foods quality focus from our members is also being noticed by the industry,” said Sam’s Club China’s chief merchandising officer Neil Maffey. “The parnership with our suppliers is enabling us to deliver great produce in great packaging to our members and this is why we are seeing huge growth in this area of our business.”
The three winners of the ASIA FRUIT AWARDS were presented with their trophies and certificates by Wilfried Wollbold, commercial director of ASIA FRUIT LOGISTICA organiser Global Produce Events, and Chris White, managing director of Market Intelligence, which publishes Asiafruit Magazine and organises the ASIAFRUIT CONGRESS.
The ASIA FRUIT AWARDS were presented before the Networking Lunch at ASIAFRUIT CONGRESSS, Asia’s premier fresh produce conference event held in Hong Kong. The conference sets the scene for ASIA FRUIT LOGISTICA, which takes place on 7-9 September at AsiaWorld-Expo Center.
2015 - PAGODA (CHINA)
Chinese fruit retailer Pagoda Orchard Industry Development Co clinched the Produce Retailer of the Year Award. Having opened its first store in 2001, Pagoda has spread its wings in the past few years, and recently opened its 1,000th store in China.
The boutique retailer, which sells premium local and imported produce, was commended for its assiduous efforts to select the best product for its customers, underpinned by work with growers and supply partners and its direct import sourcing efforts. Pagoda was also singled out for the quality of its in-store execution, which is supported by strong management and staff training programmes. The retailer has worked successfully to educate consumers and introduce and develop a wider range of products, said Hey.
“Winning the Produce Retailer of the Year at the Asia Fruit Awards today is an honour for Pagoda,” said Huiyong Yu, chairman of Pagoda Orchard Industry Development Co. “It also shows that the fruit chain store business model in China is well regarded in the global industry.“I feel proud and happy and I want to thank everyone in the business for your help and encouragement, and for pushing us forward all these years. I hope that one day Pagoda stores can be seen all over the world.”
2014 - NTUC Fairprice (Singapore)
NTUC Fairprice clinched the Produce Retailer of the Year Award for its committed and progressive approach to fresh fruit and vegetable retailing. Fairprice was singled out for the way it had managed to look beyond price alone and focus on quality and service, while at the same time catering to every strata of Singaporean society with its stores and the affordability of its products. The retailer was commended for the philosophy and culture it had created within its organisation, and the education of its staff, particularly at store level. Fairprice also won praise for its open approach to working with suppliers, and for its focus on category development.
Deputy CEO of NTUC Fairprice Singapore Tng Ah Yiam was at the reception to accept the award. “NTUC Fairprice is honoured to receive the Produce Retailer of the Year Award, which recognizes our commitment and continuous efforts in providing quality produce at the best value to our customers,” said Tng. “This award is only possible through the dedication of our staff and partners, who work tirelessly to ensure we bring only the fresh fruit and vegetables, sourced from all around the world, to our customers”
2013 - Tops / Central Food Retail
Leading Thai food retailer Tops/Central Food Retail scooped the Produce Retailer of the Year Award in recognition of the outstanding fresh produce offering of its Central Food Hall and Tops Market formats in particular.
Hey said its high-end formats set new standards for sophistication and in-store theatre, adding that its product range was very impressive.
Tops/Central Food Retail’s empowerment of its produce managers and engagement of active in-store sellers were also cited as a key to its produce retailing excellence, while its strategic approach to marketing and brand-building was acknowledged.
President of Central Food Retail, Alistair Charles Taylor, was at the reception with the group’s produce executive team to accept the award. “It’s a great honour to win this prestigious award,” said Taylor. “Our achievements in fresh produce would not have been possible without all the efforts of our produce managers and the loyal support of our suppliers.”
Impact Award of the Year
2024 - HORTIFRUT IG BERRIES
Hortifrut IG Berries was presented with the Impact Award for its pioneering efforts to help build the blueberry category from the ground up in India.
IG Berries was set up in 2017 as a joint venture between Indian fruit importer IG International, Australian breeder-marketer Mountain Blue Orchards (MBO), and agribusiness investor Mano D Babiolakis.
The partners developed a vertically integrated blueberry growing and marketing operation from scratch. This included building their own tissue culture laboratory to propagate plants and a complete nursery facility, finding suitable locations to plant, and managing the supply chain all the way to the end consumer.
The partners had to overcome a host of challenges, from harsh climatic conditions to contending with Covid-based restrictions during setup. They succeeded in establishing high-tech production of blueberries as a new crop in India, growing IP varieties renowned for their taste and texture.
In 2022, the collaboration between Hortifrut and IG Berries led to the establishment of Hortifrut IG Berries, significantly enhancing the venture’s operations and positioning it as a global leader in the berry market. The enterprise now boasts three production sites across 200ha.
Introducing the winner, Hey said Hortifrut IG Berries has been instrumental in cultivating demand for blueberries in India by marketing exclusive, high-quality varieties that offer an exceptional eating experience for consumers. It has also initiated an export venture for growing Indian-grown blueberries, targeting markets in the Middle East and beyond, he added.
"Receiving the Asia Fruit ‘Impact’ Award signifies more than mere acknowledgment; it reflects our commitment to revolutionising the fruit industry through sustainable practices and innovative approaches,” remarked Hector Lujan, CEO of Hortifrut.
2023 - TATSUO HORIUCHI, FARMIND CORPORATION
The Impact Award was presented to Tatsuo Horiuchi, president and CEO of leading Japanese fresh produce distributor, Farmind Corporation.
Horiuchi was recognised for his record of innovation in multiple areas of Japan’s fresh produce business over his 40-year career. He was also singled out for the influential role he has played in developing the trade both in Japan and more recently in other markets across Asia.
Horiuchi founded Fresh System in 1991 to operate fresh produce distribution/processing facilities in Japan. The company later merged with other business units and changed its corporate name to Farmind in 2015. Today, Farmind is a multifaceted, integrated distributor with a national footprint. Its operations include sales and procurement, warehousing and distribution, farming, ripening and processing, IT management systems, marketing and field merchandising, e-business services, and shipping (following the recent purchase of conventional reefer operator Fresh Carriers).
The supply chain in Japan is multi-layered. Driven by Farmind’s philosophy of linking farmers with consumers, it has helped to shorten the supply chain and remove intermediaries to boost efficiency and market responsiveness, Hey noted.
Horiuchi has innovated in the production space in Japan, he added, with Farmind growing produce for direct supply to retail, and acquiring land where farmers can no longer continue with their operations. The company has also developed value-adding services for retail such as fruit preparation for the convenience sector.
Under Horiuchi’s leadership, Farmind invested in IT management systems for distribution and developed ripening technologies. More recently, it has taken these systems and expertise to other markets such as China to enhance distribution of bananas and other fruits.
On the trade side, Horiuchi has made significant contributions to developing the business in Japan. Before establishing Farmind, he served both Dole Japan and Dole Asia as senior VP between 1978 and 2007. While at Dole, he played a key role in bringing New Zealand kiwifruit into the Japanese market, and Farmind is a leading distributor in Japan for Zespri today.
In the banana category, Horiuchi helped to drive the expansion of production in the Philippines and was one of the first players to diversify Japan’s banana sourcing beyond the Philippines to Latin America.
“I am honoured to receive this prestigious award and deeply grateful that Farmind’s efforts are so highly regarded,” said Horiuchi. “Farmind is committed to contributing to the development of the global fruit and vegetable industry in Asia as well as in Japan by continuing to strengthen and expand our comprehensive platform.”
2022 - NICK KUKULAN & PARAMOUNT EXPORT COMPANY
The Impact Award was presented to Nick Kukulan and Paramount Export Company in recognition of their pioneering efforts to develop the fresh produce trade into Asia.
Kukulan retired as president of Paramount Export in October 2020 after 43 years with the company, and the US-based fresh produce distributor celebrated its 80th anniversary in 2019.
Founded in 1939 to represent US West Coast growers and expand international market opportunities for them, Paramount Export helped to pioneer the introduction of quality fresh produce by air and sea freight to global markets under the leadership of Nick’s father, Joe Kukulan. Joe played a key role in opening-up markets in Asia, with Nick building on those efforts when he joined Paramount Export in 1977.
The company developed a high level of expertise in logistics and produce selection for customers’ specific requirements. It later helped to develop the range of global supply sources for markets in Asia by establishing grower relations throughout the world, including Australia, Chile, Egypt, France, New Zealand, Peru, South Africa, Spain and Turkey.
Building long-term relationships with retailers, importers and distributors based on integrity and service has been key to Paramount Export’s success. The company focuses on being ‘the eyes, ears, and taste buds’ for its customers, as Kukulan describes it, demonstrating the value of the middleman in the fresh produce trade.
Paramount Export’s president Tom Selfridge and vice-president David Najarian accepted the Impact Award on behalf of Nick Kukulan and Paramount Export Company, with Kukulan delivering his acceptance speech by video.
“Paramount Export Company is honoured to be recognised for our 83 years of pioneering work in developing fresh produce sales into Asian markets,” said Kukulan. “This award highlights the contributions of many generations of Paramount Export Company employees’ hard work and dedication.”
2021 - COSTA JV
The Impact Award was presented to the Costa JV, a pioneering joint venture between Australia’s Costa Group and global berry marketer Driscoll’s to grow berries in China.
The partners established berry production in Yunnan Province in the southwest of China in 2015, and they have since expanded to four key growing locations across the province.
Announcing the winner, Hey said the Costa JV has brought world-leading berry growing technologies, varieties and farming expertise to China. These investments have helped to set benchmarks in terms of quality standards and price realisation for domestically grown berries in China. The partners’ Yunnan-grown berries consistently sell for significantly higher prices than imported berries in China, delivering a premium experience for Chinese consumers.
In addition to its market impact, the JV was recognised for its social and economic impact in terms of poverty alleviation in the communities where it operates. “The development of high-value berry production in Yunnan has established a lucrative industry that local communities can benefit from in terms of job creation and farmer incomes,” Hey noted.
Peter McPherson, Costa’s general manager of berry international, said it was “a great honour and privilege” to receive the Impact Award.
“Importantly, this award is a recognition of the work we have done in China to establish our berry footprint. Together with Driscoll’s’ brand and marketing expertise, we are now planning for future development and expansion to capitalise on our initial success.”
The four winners of the ASIA FRUIT AWARDS received their trophies and certificates from David Axiotis, Executive Director ASIA FRUIT LOGISTICA organiser Global Produce Events, and Chris White, managing director of Fruitnet Media International, which publishes ASIAFRUIT MAGAZINE and organises ASIAFRUIT CONGRESS.
“We warmly congratulate our four fantastic ASIA FRUIT AWARD winners,” said White. “These awards set a standard for everyone in the business, and our winners are to be commended on their achievements.”
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2020 - NOEL SHIELD
The Impact Award was presented to experienced Asia produce executive Noel Shield. Shield has spent most of his 30-year career in Asia working in the fresh produce business, both as a retailer and a supplier.
Shield was recognised for his role in helping to advance the fresh produce business in Asia, especially in terms of supermarket development and brand marketing.
While head of fresh produce at Hong Kong supermarket chain ParknShop in the late 1990s, Shield helped to pioneer the introduction of elements of the wet market into the supermarket store, Hey noted. The complex operation created a breakthrough for modern food retail in terms of capturing fresh food sales in Hong Kong. He also worked with Capespan’s Asia affiliate, Metspan Hong Kong, to implement ‘active selling’ of branded fresh produce in-store with teams of merchandisers.
In 2006, Shield relocated to Thailand where he was appointed president of produce for Tops/Central Food Retail. The group’s high-end Central Food Halls gained global recognition for their premium fresh food and produce departments. Shield was instrumental in setting up Central Food’s direct sourcing of imported fruits to streamline the supply chain and improve the retailer’s range and offering. He helped to drive the growth of high-value categories in Thai retail such as cherries and strawberries.
Outside retail, Shield worked with Metspan Hong Kong in the mid-2000s. He later helped to create JWM Asia in 2017, a joint venture between Capespan and Joy Wing Mau, enabling the Chinese group to develop its pan-Asia presence and expanding sales channels in Asia for Capespan suppliers. As CEO of JWM Asia Holdings, Shield led a campaign to launch Outspan Gems, Capespan’s soft citrus brand, in Asian markets in 2018. Most recently, as chief executive of JWM Asia Holdings, Shield restructured JWM Asia Japan (formerly Capespan Japan), paving the way for its sale to Farmind, where he remains an operational consultant to the Japanese company.
“It’s been my good fortune and privilege to have been actively involved in the fruit industry across Asia for the past 30 years,” Shield reflected. “During this time, I have seen many changes, especially in the development of the retail sector, the expansion of China into a fruit powerhouse, the growth of new products and the change in consumer demand to quality and taste.”
“To receive the Asia Fruit Impact Award is extremely humbling and it’s something that I share with the many talented people I have had the pleasure of working alongside during my time in Asia.”
2019 - YUPAA GROUP
Launched last year to recognise a person, company or organisation that has made a significant contribution to developing the fresh produce business in Asia, the 2019 ‘Impact’ Award was presented to Indian fresh produce importer-grower-distributor Yupaa Group.
Celebrating its 30th anniversary this year, Yupaa was co-founded by husband-and-wife team Ambrish and Yujita Karvat, with operations now managed by their son Parth.
The Mumbai-based company was singled out for the pioneering role it has played in developing fresh fruit imports to the Indian market, which opened up 20 years ago, as well as its work in nurturing high-end domestic production of berries.
“Yupaa was one of the first companies to bring imported fruits into India, and they have remained at the forefront in introducing new fruit varieties, origins and brands to the market,” said Hey. “Importantly, they had the foresight to work on developing models to import high-quality fresh fruit to the Indian market on a year-round basis. They have helped to build leading brands in the Indian market from New Zealand, the US, Chile and South Africa among other origins.”
Yupaa was also recognised for its pioneering efforts in India’s berry industry. Ambrish and Yujita Karvat set up Yupaa in 1989 with a modern strawberry-growing venture in Panchgani, Maharashtra – Parth Farms.
The venture cultivated US varieties that yield large-sized berries and marketed them under the Yupaa brand, one of the first branded fruits in India. Ambrish estimates some 3,000 acres (1,200ha) of strawberries are today grown in India based on this model. Around 20 years later, the family set up a raspberry-growing operation and this year they harvested their first blueberries for the Indian market.
The Indian market’s vast growth potential, and Yupaa’s solid foundation with a pan-India distribution network, drew global group Capespan to make a strategic investment in the company in 2016, acquiring a 35 per cent share in Yupaa Fresh.
“It means a lot to us for Yupaa’s ‘Impact’ to be being acknowledged and celebrated by such reputable and credible organisations, which have in-depth knowledge of our sector,” said co-founder Ambrish Karvat, who accepted the award together with wife Yujita and son Parth.
“This award is truly the result of the impact we could initiate and facilitate by opening India’s doors to various [supply] origins, their growers and exporters, and the impact we created for our customers and the consumers of India by bringing fruit from around the world to their plates and adding value in every way possible.”
2018 - DALTON THOMAS
The inaugural Asia Fruit ‘Impact’ Award was presented to Dalton Thomas, who had recently retired as president of leading Washington grower-packer-shipper Oneonta Starr Ranch.
The ‘Impact’ Award was launched at this 20th anniversary edition of ASIAFRUIT CONGRESS to honour a person, company or institution that has made a significant impact in developing Asia’s fresh fruit business.
Thomas was recognised for his pioneering contribution to developing Washington/US fresh fruit exports to Asia from the very early years of trade. As well as sharing his market insights with industry, Thomas displayed a career-long commitment to industry export programmes, seeing the value of increasing promotional activities for the benefit of the entire industry, Hey noted.
“After 54 years in the fruit business, it’s nice to be recognised as a leader in expanding the Asian market,” said Thomas.
“Oneonta won the first bid from the Central Trust of China (government institution) to supply Taiwan with apples back in 1972 – they purchased about 100,000 cartons on bid bases for six years. These were the first Washington apples shipped to Taiwan, and it was the beginning of the Asian pipeline as we know it today.
“I was also one of the first to sell to Indonesia and helped to open the door to Washington suppliers in many of these markets,” he continued.
“Without question, the most rewarding part of doing business in Asia was the friendships I made – my experiences in Asia were excellent.”