Asiafruit Congress 2010 reaffirmed its position as Asia’s leading fresh produce conference this month, as 600 delegates gathered in Hong Kong to discuss and debate the industry’s key issues and developments.
The event took place at the Hong Kong Conference & Exhibition Centre on 8-10 September 2010. For the fourth consecutive year, Asiafruit Congress ran alongside Asia Fruit Logistica - Asia’s leading trade show for the international fresh fruit and vegetable industry.
Conference session highlights included talks on the importance of food safety for Asia’s fresh produce retailers, marketing to Asia’s Muslim consumers and practical advice on how to do direct business in China, which can be a difficult.
Delegates heard Hong Kong retailer Wellcome Supermarket’s Karen Lee explain its food safety culture that it is working hard to communicate to consumers. “How we attract customers is by sharing our point of difference (from the dominant wet markets), which is our food safety control system,” she said.
Being able to market to Asia’s many Muslim consumers is paramount, with two thirds of the world’s Muslim population living in the region. Delegates heard how the right marketing can produce ample opportunities for fresh produce suppliers.
For a success story of marketing during Ramadan, the session heard from Kafi Kurnia of the California Table Grape Commission, based in Indonesia. In part due to in-store displays, Indonesia has become the fourth largest export market for Californian table grapes, he stated.
‘Doing direct business in China’ was a session that generated particularly lively debate. Lantao’s John Wang and Jim Provost explained how their company has targeted growth in China’s second-tier cities, which still rely on traditional distribution systems rather than modern cold chains, but are nonetheless growing at double the pace of China’s first-tier cities. Antony Butler of Newfresh meanwhile warned delegates of the high costs of entry and fierce competition among second grade produce in the China market, estimating that around 30 per cent of fruit imports do not make any money.
Developing a premium brand is one way to overcome this issue, as Rita Chen, Zespri’s marketing manager in China explained. The kiwifruit marketer’s ‘Small fruit with big goodness’ campaign in China, which heavily features in-store, media and billboard promotion, did well among women and children and the health-conscious, she noted.
A supplier spotlight on Chile and an in-depth analysis of the Philippine market also featured at the Asiafruit Congress. In a momentous announcement, chairman of the Chilean Exporters Association Ronald Bown revealed that Asia looks set to become Chile’s largest export market by 2025, bumping the US and Europe.
A record number of companies from around the world sponsored Asiafruit Congress 2010. Gold sponsors included Del Monte, Lantao Shanghai Great Harvest, IG International, Paramount Citrus, the Fresh Connection and Blue Whale.
The resounding success of Asiafruit Congress 2010 points to next year's event being even bigger and better. Keep up to date with programme and market news for Asiafruit Congress 2011 at www.asiafruitcongress.com, as well as information on registration and how to be a sponsor for next year's event.
Follow asiafruitcon on Twitter
For all delegate, marketing and press queries, contact:
Steve Wyatt
Sales & Marketing Executive
Asiafruit Congress
Hong Kong, 8-10 September
Tel: +44 20 7501 3719
Fax: +44 20 7498 6472
Email: info@asiafruitcongress.com
No comments yet