For fresh fruit and vegetable marketing and distribution in Asia By Fruitnet.com Staff Wednesday 14th September 2016, 2:05 GMT

Asia Fruit Logistica: exhibitor spotlights A roundup of key news and views from some of the 665 companies exhibiting at this year�s trade show in Hong Kong of our clients we saw at the show have

presenting their products and services –

already decided to invest in marketing with

especially those debutants who brought

us next year.”

French potatoes and heirloom vegetables to the show for the first time. “I think it's an

Body & Brains (Netherlands) Asia Fruit Logistica saw the international launch of Body & Brains, a new branding

amazing fair for us and [we] hope to develop more business here,” he said. Asociación 3 de Julio (Ecuador)

concept for soft fruit and stonefruit that focuses on the healthiness and convenience

As Ecuador’s second biggest banana

of consuming fresh berries. The project has

producer association, Asociación 3 de Julio

been developed by Dutch firm Growers

has already carved out a successful niche in

Packers Direct, and according to sales

China with its highly attractive Niño David

manager Robbert Leisnik, is already

brand, launched two years ago, which

sparking some serious interest from a range

features a small boy in traditional Chinese

of customers.

dress. The company was created five years ago to start direct exports and today ships

Interfel (France) Daniel

Soares

around 3m boxes a year to China, the of

interprofessional

organisation Interfel revealed Vietnam was poised to grant market access to French kiwifruit very soon, offering a further boost to the country’s exporters. He also

European Union, Russia and Chile. “This our first time at Asia Fruit Logistica and the event

had

certainly

exceeded

our

expectations,” said manager Marlene Fárez. La Grama (Peru)

confirmed that Asia Fruit Logistica was the place to be in Asia for French fresh produce exporters looking to maintain and build contacts while

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With some 665 companies from 37 different countries showcasing their wares, Asia Fruit Logistica 2016 featured its largest-ever number of exhibitors and widest range of products and services during the three-day trade show in Hong Kong from 7-9 September. Here’s a roundup of some of the key news and views from the show-floor. Fruta Cloud (China) China’s

emerging

B2B

e-commerce

platform Fruta Cloud saw Asia Fruit Logistica as a premium opportunity to market its new service and brand. Operations manager Patty Li said that B2B e-commerce was quite unique to China, and exporters from all over the world were very intrigued by its platform. “In other countries, sales channels can be quite straight forward and simple. So foreign companies are very interested in our B2B online service. We are also very happy to see that exporters from countries like Chile now see great importance in marketing. Some

First-time exhibitor La Grama is a Peruvian

Upgrading to a bigger booth this year,

India’s Kay Bee Exports said it has received

producer of organic avocados, bananas and

Singapore company Jia Shing Plastic (JSP)

positive feedback from its recently

ginger. The company already ships to

was showcasing its range of packaging

launched pomegranate trial programme in

Europe and North America and is now

products, from Sun World grape bags to

Spain’s biggest supermarket Mercadona.

looking to break into Asia. “We are pleased

compostable products. With customers

The company also hopes to ship Alfonso

with the level of interest we’ve received at

across Chile, South Africa, North America

and Kesar mangoes to Australia and South

the fair, particularly for our avocados and

and Asia, director Jeremy Tan said he was

Korea this season.

ginger,” said the company's Gustavo

seeing a global trend towards

Montoya.

environmentally friendly packaging.

Aksun (Turkey)

Agro Fruit Mandiri (Indonesia)

Mexico Market (Mexico) Mexico Market claims to be the only company in the Americas producing

Akin Söyleyen, partner at Turkish fresh

First-time exhibitor Agro Fruit Mandiri

watermelon radish. The radish, whose name

produce exporter Aksun, said he believed

took advantage of the growing trend in

derives from its attractive light pink

the Asian market holds huge potential for

health products in Asia to showcase its

colouring, is highly prized in Japan where a

his country’s black figs. Having sent its first

range of fresh and value-added red dragon

500g piece can sell for up to US$36. The

consignment six years ago, the group is now

fruit products, including dragon fruit

supplier is now looking to establish itself in

reportedly selling around 3,000 cartons per

enzyme and dragon fruit powder that are

other markets in Asia and Europe.

day in its export season, buoyed by recent

high in antioxidants, fibre and minerals.

television advertising in partnership with a

Exhibiting alongside Malaysian exporter

major Chinese retailer. “Figs are definitely

TRL, the booth featured a colourful display

number one for us at the moment in Asia,”

of tropical fruit exported across South East

Söyleyen added.

Asia and North America.

Index Fresh (US)

Veos (Germany)

Avocado grower-exporter Index Fresh has

Saxony-based Veos was one of several

company’s focus will switch to other crops

seen the Chinese market grow substantially

German apple exporters that made their

from next year. “We’ll be investing in new

Camposol (Peru) Camposol has been ramping up its blueberry production in recent seasons, tripling its output to 14,000 tonnes in the past year alone. However, chief operating officer José Antonio Gómez said the

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since it first started exhibiting at Asia Fruit

debut at this year’s event, a sign that

citrus production, particularly mandarins,

Logistica in 2013. “The Asian market is

confidence in the potential opening of the

for the US market,” he said. The company is

growing exponentially, particularly on the

Chinese market in particular to German

set to announce a joint avocado venture in

Chinese mainland,” noted export manager

fruit is increasing. Veos sales representative

Colombia that will enable it to extend its

Marc Buhl. According to Buhl, avocado

Elena Domnick commented: “Asia has a lot

supply window. Camposol accounted for

demand is driven by health attributes with

of potential and we are hoping that access

around a fifth of the 200 containers of

most fruit consumed in smoothies or even

to China will be possible in the coming

Peruvian avocados shipped to China this

eaten raw. Mexico is the sole source of

years.”

year and Gómez believes that Peru could

supply to China from North America at the moment but Buhl said the California industry remains hopeful that its fruit will gain market access within the next year or

double its export volume in 2017. From (Italy) Chilean Cherry Committee (Chile) Having established a foothold for Italian apples in India, mainly for Gala and Red

‘Chilean cherries – worth every bite’ will be

Delicious, export marketing association

the slogan of Chile’s new consumer

From is targeting a further increase in its

campaign in China, which will launch in

sales to the market, aiming to ship to

November and run through to early

Frutas Esther’s first stonefruit shipment to

around 10,000 tonnes. “This season we’re

February. Featuring outdoor and digital

China has been a steep learning curve

ready to double our exports to the

media channels and point-of-sale activities

according to the company’s Asia-Pacific

country,” commented export manager

in hypermarket, supermarkets and

representative Lam Mai Heungpok. The

Nicola Zanotelli.

specialist stores in selected tier-1 and tier-2

two. Frutas Esther (Spain)

airflown consignment of nectarines and paraguayos was held up in quarantine, delaying the shipment by ten days. The company is now preparing to send its second shipment, which it expects will go

cities, the campaign aims to establish Sutherland Produce (Canada)

Chilean cherries as the standard for quality.

British Columbia-based Sutherland

Fruit Growers Tasmania (Australia)

Produce was busy touting the quality and value of the province’s fresh blueberries,

The recently formed Tasmanian Fruit &

cherries and Ambrosia apples to Asia Fruit

Vegetable Export Facilitation Group

Logistica attendees. “We’re seeing lots of

highlighted its objectives at the Fruit

interest for both blueberries and cherries

Growers Tasmania stand. Funded by federal

here,” said export director Rick Chong.

and state government, along with industry

“And there is huge demand for Ambrosias;

members, the group’s said its principal

we could sell five times the supply.”

objective is to “coordinate and work with

Chinese kiwifruit grower and exporter

Accordingly, Chong expects his company’s

the Tasmanian fruit and vegetable industry

Qifeng returned to Asia Fruit Logistica this

exports for the Canadian-origin apple to

to explore and facilitate the development

year with its biggest-ever stand. As the

double in 2017 as Ambrosia production

of export opportunities”. With the

company’s export business has grown, the

increases with new acreage maturing.

Tasmanian government aiming to lift the

Hong Kong show has become increasingly

“Blueberries are another category that is

value of the state’s agricultural sector to

important. “We have one of the most

really going to take off in the Chinese

A$10bn by 2050, the group’s export

attractive kiwifruit stands this year. It gives

market. We had some wet conditions this

facilitator, Ian Locke, said suppliers must

us the opportunity to bring Chinese

summer that limited exports but I expect

look beyond the domestic market in order

kiwifruit to the world,” said a company

volume to be up ten-fold next season to

to boost profit margins.

spokesperson. Qifeng reported receiving

China.”

significantly smoother. “From next year we plan to ship from the beginning of the season and think we could do a good volume,” said Heungpok. Qifeng (China)

Capach (Mexico)

many enquiries from India, Russia and various European countries.

Colamark (China) Mexico’s Capach has spotted a niche in the Guangzhou-based Colamark Labeling

Asian market for its Sanita Gold-branded

Equipment exhibited for the first time at

pineapples. The company’s Luis Palma

Typically the latest cherry growing region

Asia Fruit Logistica after its high-tech

claims the irregular quality of pineapples

in the Northern Hemisphere for sweet

labelling lines attracted key clients from

from the Philippines and other regional

cherries, British Columbia has a modest but

the agriculture industry. Colamark’s Su

producers is fuelling demand for fruit from

expanding production of high-quality fruit

Hewei said the company got a sense of the

further afield. “Asia Fruit Logistica is a great

to offer Asian markets. “We’ve been giving

industry’s evolving demand for labelling

opportunity and opens a lot of doors, but

out samples of our fruit to attendees along

technology at the event. Colamark already

you have to have a good product,” he said.

with pamphlets that generically promote

exports to South East Asia and North

Canadian cherries,” said BC Cherry

America, and Su reported strong interest in

Association spokesperson Erin Carlson. “We

its labelling machines from visitors from

have a membership of around a dozen

South America and Egypt during the three-

packhouses that make up approximately

day expo.

BC Cherry Association (Canada)

Agro Latina (Peru) Agro Latina’s Sweet Panda brand is one of the best-known Peruvian grape labels in

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80 per cent of the industry’s volume and

Peruvian blueberries (Peru)

now targeting new opportunities in the

our message to the Asian trade is that there will be more fruit available every year.” Royal Co (Japan) Promoting Kyoto-grown fruit and vegetables, the Japan pavilion housed Japanese chefs cooking up Kyoto vegetable

the Chinese market and the company is

Peruvian blueberry exporters are hopeful

region. “We’re well-established in China and

that the official signing of the import

are now looking to do more in South Korea,

protocol could take place during the visit

Vietnam and India,” said Patricio Cuba.

of president Pedro Pablo Kuczynski to China this week.

Tokita Seed (Japan)

Mersel Foods (India)

Japanese seed company Tokita expanded its range of vegetables on display during its

dishes, as well as Japan’s renowned highquality Muscat Shine grapes and large-sized

Indian exporter Mersel Foods continues to

seventh year exhibiting at Asia Fruit

apples and peaches. For the second year

see opportunities grow for its range of table

Logistica. Showcasing its colourful range of

running, Kyoto was holding a promotion at

grape offerings in Russia. With Russia

snacking tomatoes, this year Tokita also

Japanese restaurants in Hong Kong during

continuing to impose a blockade of fruit

added displays of mini Japanese pumpkins,

the week of Asia Fruit Logistica, where

imports from Turkey and the EU, Mersel

yellow watermelon and a range of Japanese

select chefs were cooking with Kyoto

director Samir Singh said there has been

sweet peppers.

vegetables to promote the produce.

strong interest in Indian-grown Thompson and Flame seedless varieties. Mersel also has

Safefruit (Vietnam) Co-exhibiting with Vietnamese exporter MTAS Fresh, Safefruit showcased its newest product, a ‘ready-to-drink’ fresh coconut conveniently packaged with a straw so it can be consumed right away.

well-established programmes into Germany, Holland and a number of Baltic countries and is looking to export 200 containers of table grapes this season after a big monsoon season. BFV (Belgium)

Frutaria (Spain) Family-owned Frutaria prefers to keep a low profile in spite of being one of Spain’s biggest fruit producers with an annual output of 110,000 tonnes a year. The company carried out its first citrus shipments to China last season and is due to send its first consignment of stonefruit this

Already exporting the product to Dubai and Moscow, Safefruit is looking to expand

Belgium continues to lead the charge as far

week. Carlos Echeveste said Spanish

its export markets, with potential

as the development of a significant market

produce is starting to gain a good

customers in the US and Korea.

for European pears in Asia is concerned.

reputation in China. “Customers taste our

Over the past six years since the country

fruit and they like it, plus it offers a good

gained access for its pear exports to China,

price-quality ratio,” he said.

Sensitech (US) A leading manufacturer of in-transit temperature monitoring solutions, Sensitech had two of its latest products on display at Asia Fruit Logistica 2016. The Temp-tale Geo is a single-use instrument that provides shippers with not only temperature data but also information on just where the shipment is along the supply chain. “This is accomplished via a dedicated website wheresmyproduce.com,” said sales

leading fruit producer BFV has been heavily involved in growing sales to the

North Carolina Muscadine Grape

region. In the past year alone, said the

Association (US)

company’s commercial director Marc Evrard, volumes of Belgian Conference pears to Asia have risen 35 per cent to around 8,000 tonnes. “We’re now selling to about 15 retailers in around 35 different cities in China,” he confirmed. Noon Orchards (Pakistan)

Native to the Southeastern US, Muscadines are large, thick-skinned grapes that are both black and bronze in colour. Because of their large size, Muscadines are harvested as individual berries rather than in clusters. According to the North Carolina Muscadine Association, Muscadines contain as much as six times the

representative Noel Shang. “We only launched the product last July but there is

Four Pakistani exporters showcased their

antioxidants levels of blueberries. “I

a new generation model scheduled for

wares under a stand supported by USAID

noticed that Asians were coming to North

release early next year.” Also available now

as part of the US-Pakistan Partnership for

Carolina farms to pick Muscadines,” said

from Sensitech is the Temp-tale Direct with

Agricultural Market Development. Noon

grower Bob Hinnant. “So I began shipping

a USB that plugs into the receiver’s

Orchards was one of the companies on

fruit to major cities with large Asian

personal computer generating a PDF of the

display, with the show providing an

populations and the business has really

temperature history of a shipment

opportunity to share information about its

grown. The North Carolina Department of

range of easy peeler mandarins, which are

Agriculture suggested I display them at Asia

being shipped to Russia, the Middle East

Fruit Logistica and the response has been

and South East Asia this season.

very strong so far.”

Capogreco Farms (Australia)

Select Harvests (Australia)

Summerfruit Australia CEO John Moore

Western Australian-based grower-packer-

Leading Australian almond supplier Select

and Summerfruit Export Development

exporter Capogreco Farms is looking to tap

Harvests is preparing to open two new

Australia Fresh (Australia) Celebrating Australia’s access to China for its fresh nectarines, Horticulture Innovation Australia CEO John Lloyd,

into the Japanese melon market after the http://www.fruitnet.com/americafruit/article/1474/parts-of-san-diego-quarantined-as-psyllid-count-mounts © Copyright Market Intelligence Ltd - Fruitnet.com 2014. The copyright on this article and all content published on Market Intelligence Ltd Fruitnet.com is held by Market Intelligence Ltd - Fruitnet.com Limited, a joint venture between Market Intelligence Limited and Dr Rolf M Wolf Media GmbH. All rights reserved. Neither this article nor any part of it may be reproduced, stored or transmitted in any form, including printouts, screen grabs and information retrieval systems, without the prior permission of the copyright owners.

Alliance deputy chairMichael Trautwein were on hand at the Australia Fresh Pavilion at Asia Fruit Logistica for the official launch. Australian nectarine exporters are vying for a slice of China’s market ahead of the new season, expected to kick off in late October. Ota Market (Japan) First time exhibitor Ota Market, the wholesale fruit and vegetable market in Tokyo, Japan, took a booth at Asia Fruit Logistica to feature produce and innovative packaging designs from premium retailer Ginza Sembikiya, which co-exhibited under the Ota Market banner with several other Tokyo-based companies. JSP (Singapore)

Australian industry won market access earlier this year. The company sees a particularly strong opening for its rockmelons, and received some strong interest from buyers at the show. Having co-exhibited with other companies in the

facilities at its Carina West site within the next six months. The new plants will assist the listed company with its processing and packing operations. Some A$25m has been invested in developing the new sites.

past, Capogreco Farms took its own stand at the Australian pavilion for the first time. Mr Apple (New Zealand) Mr Apple’s stand was again a hub of activity over the three-day event. By midday on Friday the New Zealand apple grower-

This year's exhibition created a considerable buzz on social media. Check out our compilation of the some of the highlights from Twitter and Instagram.

packer-marketer had given away all of its souvenirs, which this year included everything from apple corers to rugby balls. A number of visitors also took the opportunity to have their photo taken in Mr Apple’s onsite orchard. Kay Bee Exports (India)

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