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Press Release

May 05, 2017

Fresh Produce Forum China: tours announced

Hangzhou event features study tours to Alibaba’s HQ, Jiaxing wholesale market and retail stores run by Sam’s Club and Xianfeng

Berlin/Hangzhou, 5 May 2017 – Whether it is e-commerce, wholesale or bricks-and-mortar retail, this year’s study tours at Fresh Produce Forum China turn the spotlight on exciting new developments.

Co-organised by Asia Fruit Logistica and Asiafruit Magazine, China’s leading international trade conference takes place on 23-25 May in Hangzhou. The mega-city and hi-tech hub in Shanghai’s hinterland is home to e-commerce giant Alibaba, and Fresh Produce Forum China delegates will get the chance to visit the group’s headquarters on 25 May.

Team members from Tmall Fresh, Alibaba’s fresh food e-tail platform, will be on-hand to show Fresh Produce Forum China delegates around Alibaba’s facilities. The Tmall staff will provide first-hand insights to the functioning of its fresh operations, which are handling millions of online orders and deliveries each day.

Running parallel with the Alibaba tour will be a visit to Jiaxing Fruit Market, one of China’s largest domestic fruit wholesale markets, which is soon to become a key hub for imported fruits in eastern China. A brand new market for imported fresh fruit is now under construction at Jiaxing, about 100 kilometers west of Shanghai, with the space to accommodate the rapid growth in import trade. Market officials will give delegates a tour of the operations, and outline their plans for the development of the fruit import market, which is due to take shape in 2018.

Later in the day, delegates will have the opportunity to join a retail tour taking in visits to a range of newer food retail formats. Stops on the tour include Xianfeng Fruit, a leading boutique fruit store chain, and membership-only warehouse club Sam’s Club.

Xianfeng Fruit has more than 800 retail outlets, mostly in eastern China, covering hypermarket, boutique shop and community shop formats. The wholesaler and retailer plans to open another 600 stores this year, and to expand to central China and southwest regions.

Meanwhile, Sam’s Club, the Walmart-owned club store format, has carved out a niche in China’s food retail market servicing the needs of the country’s high-end consumers. While operating 15 stores in China, four of them are in the top ten of the 800-plus Sam’s Clubs worldwide. Winner of the 2016 Asia Fruit Award for Produce Retailer of the Year, Sam’s Club was recognised for its success in targeting more affluent shoppers with high-quality fresh food in larger pack sizes, and for its success in introducing more western ways of merchandising.

All tours at Fresh Produce Forum China take place on 25 May and delegates must register in advance. A limited number of places are available on a first-come, first-served basis.

Register for Fresh Produce Forum China at the online ticket shop: (for all countries except China) or (for mainland China).

A range of high-quality speakers have signed up to speak at Fresh Produce Forum China. For more information on the conference programme and speakers, visit the websites:



For more information on the sponsorship packages and exhibitor opportunities at Fresh Produce Forum China, go to, or contact Sinenart Baramirattanachai: