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Hall of Fame

2016 - Marketing Campaign of the Year: 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, 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 - Marketing Campaign of the Year: 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 - Marketing Campaign of the Year: 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 - Marketing Campaign of the Year: 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.

Logo AFA 2013 Zespri

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.

2016 - Importer of the Year: 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 - Importer of the Year: 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 - Importer of the Year: 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 - Importer of the Year: 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.

Logo AFA 2013 CTG

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)

2016 - Produce Retailer of the Year: SAM’S CLUB CHINA (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 partnership 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 - Produce Retailer of the Year: 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 - Produce Retailer of the Year: 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 recognises 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 - Produce Retailer of the Year: 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.

Logo AFA 2013 TOPS

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.”