Hall 5
10:00-10:10
Welcome to Asiafruit Knowledge Centre
10:10-11:00
Asiafruit at 30: taking the temperature of the trade
To mark the 30th anniversary of Asiafruit Magazine, Asiafruit Congress brings together a panel of leading experts to look back at how the trade has evolved these past three decades. Plus, we discuss the future trends and disruptors. How can companies navigate a more volatile trade landscape? How should global suppliers adapt their strategies to remain competitive and relevant in the fast-evolving Asian market?
- Wayne Prowse, Fresh Intelligence Consulting (Australia)
- Felipe Casanova, Copefrut (Chile)
- Steve Quinn, Pivit Global (Canada)
11:30-12:30
Veggie tech: technological shifts in a changing climate
Hosted by Rijk Zwaan
Climate change is reshaping vegetable production in South-East Asia. This session explores the shift towards more tech-driven cultivation for year-round, safe production. Experts discuss innovative solutions, investment challenges, and retailer involvement. How can the extra costs and added value be maintained and monetised at consumer level?
Climate change is reshaping vegetable production in South-East Asia. This session explores the shift towards more tech-driven cultivation for year-round, safe production. Experts discuss innovative solutions, investment challenges, and retailer involvement. How can the extra costs and added value be maintained and monetised at consumer level?
12:45-13:30
Marketing & Consumers
Hong Kong market spotlight
Expert analysis of the latest trends in Hong Kong’s fresh food consumer market. How big is the market? How are the key categories and channels performing? What are the opportunities for fresh produce marketers?
- Edwin Sun, NielsenIQ (Hong Kong)
13:30-14:15
Tech & Innovation
AI powers new solutions for fresh produce
From automation in-field to in the packhouse and beyond, we look at how artificial intelligence is powering game-changing solutions throughout the supply chain.
- Paul Slupecki, Tomra Food (Australia)
- Roland Wirth, Frigotec (Germany)
14:30-15:30
Apple marketing in Asia: a bright future
Home to some of the world’s largest apple import markets, Asia presents exciting potential for premium brands and varieties. What are the ‘white space’ opportunities in the region’s apple category? What are the up-and-coming varieties? What are the keys to building a successful brand? Leading buyers and global marketers discuss the evolving landscape.
- Jason Morris, Pink Lady (Singapore)
- Rochelle Bohm, CMI Orchards (US)
- Brendon Osborn, Heartland Fruit (New Zealand)
15:30-16:00
Logistics & Trade
Banana trade in focus
Spotlight on trends and opportunities in Asia’s banana trade. How are major consumer markets such as Japan and China evolving? How is the supply base shifting with the rise of emerging exporting countries in South-East Asia?
- Kennard Wong, Unifrutti Japan (Japan)
- Eric Zheng, Goodfarmer (China)
Hall 5
10:00-10:30
Marketing & Consumers
Fruit forward: branding and digital marketing in South-East Asia
The digital landscape in South-East Asia is transforming how people discover, evaluate, and buy fresh fruit. This session offers expert practical insights on consumer preferences, digital platforms, and shifting trends shaping South-East Asia’s fruit market. How can marketers navigate this landscape and build their brands?
- Ashwin Pillay, RedFern Digital (China)
11:00-11:45
Where next for Asia’s berry boom?
Asia’s berry category is expanding rapidly, both in terms of production and consumer demand. China’s blueberry boom has led the way. Now leading players are developing new supply origins and markets in the region. What are the key opportunities and challenges?
- Peter McPherson, Costa Group (Australia)
- John Early, Fruitist (Spain)
12:00-13:00
China’s changing distribution landscape
Fresh fruit distribution is evolving rapidly in China. Port decentralisation is a key priority to cut congestion and boost efficiency. New routes to market are developing as demand grows from second- and third-tier cities. Industry experts discuss new cold chain investments and the changing distribution landscape. What are the learnings for other markets in Asia?
- Justin Chan, VX Cold Chain (China)
- Rahul Bagde, Zespri International (China)
13:15-13:45
Tech & Innovation
Packaging extends reach
Post-harvest technology that can preserve and extend the shelf-life of products is playing a key role to open up new commercial opportunities for the fresh produce business. This session looks at some of the latest advances.
- Ivo Tunchel, StePac (Brazil)
14:00-14:30
Presentation of Asia Fruit Awards 2025
Winners announced: meet the winners of Asia’s premier annual awards for the fresh produce business. Presented by Asia Fruit Logistica and Asiafruit Magazine.
15:00-16:30
Partner Content
International Fresh Produce Association education sessions
The supply chain of the future
- Steve Alaerts, Foodcareplus Logistics (Belgium)
Hall 5
10:00-10:30
Tech & Innovation
Expert talks on cutting-edge technologies and innovations
10:45-11:30
Fast-tracking investment in the industry’s future
Amid the challenges of a changing climate, water scarcity and rising costs of labour and other inputs, the fresh produce business needs fresh funding and innovative solutions to power a sustainable future. We look at some groundbreaking models to fast-track investment in the horticulture business and fund innovative solutions.
11:30-12:15
Indonesia spotlight: market on the move
Home to more than 275m people with an expanding middle class and rapidly urbanising population, Indonesia holds great untapped for the global fresh produce business. Global suppliers must navigate a challenging and complex import system, but the growth of modern food retail and a fast-evolving consumer market present exciting opportunities for innovative marketers. We explore the changing market landscape and the keys to success.
12:30-13:15
Logistics & Trade
Workshops on cold chain logistics and fresh produce trade trends
13:30-14:30
Tropicals boom: going global?
Asia’s tropical fruit trade is thriving, driven by China’s ever-increasing demand for products such as durian and dragon fruit. But there is growing consumer interest in tropical fruits globally. What opportunities does this present for Asian varieties and Asian-grown tropical fruits? Experts discuss how to market, who to target, and what to expect with new varieties coming to market.
