AFCAFL2012 TVB interviewing Tokita seeds about Tomatoberry

Tokita Seeds

Asia Fruit Logistica hit a record in exhibitor numbers and size this year, with 341 exhibitors from 30 countries taking part in the show.

Asiafruit Magazine, official media partner of Asia Fruit Logistica and organiser of the Asiafruit Congress conference which runs alongside the trade show each year, spoke to a number of exhibitors about their experience at this year's show and what aspect of their business they were highlighting.

Chilean Cherry Committee (Chile)
Newly-formed peak body the Chilean Cherry Commission debuted at the Chilean pavilion at this year’s Asia Fruit Logistica. The new industry body was formed to coordinate and promote the South American country’s booming cherry exports to Asia. “We’ve had lots of meetings and customers from all over Asia. It’s been very productive,” said Chilean Cherry Committee president Cristian Tagle. “Buyers think the committee is a good initiative. They want to learn about the business, and this will definitely help.” Tagle said the Chilean industry needs to be aware of the high quality requirements of Asian markets, China in particular. Maintaining consistent quality will be a key target for the industry going forward, he noted. “It’s a big opportunity, but it’s also a big challenge.”

Cristian Tagle


Beachside Produce (US)

California vegetable grower-shipper Beachside Produce has had its product exported to Asia for several years by US-based trading companies, but CEO John Jackson said the company hopes to expand its international business through direct exports. “We are exhibiting `at Asia Fruit Logistica` as we would like to more directly represent our own product in the Asian market,” said Jackson. “We’ll continue to work with exporters on private label programmes, but we want to develop demand for our ‘Beachside’ label in Asia as well.” The major vegetable categories exported by Beachside Produce include broccoli, celery, head lettuce, romaine lettuce and strawberries.



Global Horticulture Panda Sunshine Red kiwifruitGlobal Horticulture (China)
Despite being the original home of kiwifruit and one of its largest global producers, China’s kiwifruit exports have never rivalled top global suppliers like Italy, New Zealand or Chile. Xi’an-based Global Horticulture aims to combine high-quality kiwifruit production knowledge from New Zealand with China’s grower base to develop the country’s kiwifruit exports, explained the company’s Spring Liu. “China grows a lot of kiwifruit, but its export volume is very low, because the production isn’t up to export standard,” explained Liu. “So we are growing in the New Zealand way so we can produce to an international standard.” The company, which was founded by New Zealand investors, grows four kiwifruit varieties, including two proprietary red and gold cultivars. “We currently sell to the Beijing, Guangzhou and Shanghai markets, and next year we hope to export,” said Liu. “So far for exports we are thinking the US and Europe, and maybe also Korea.”


Camposol (Peru)

Peruvian agricultural group Camposol was promoting avocados at Asia Fruit Logistica for the first time this year. “Grapes are still the main product we promote at this show as they’re Peru’s big strength in Asia, but we’re also promoting avocados this year,” said Camposol’s chief commercial officer José Antonio Gómez Bazán. “Even though China is not yet open to our avocados, we recently began shipping and selling some product on the Hong Kong retail market, and we see growing interest in the product here. Two or three years ago, nobody asked about avocados but now many of our grape buyers are enquiring about them. We see good opportunities for avocados in China and in Asia more generally.” Another product Camposol is looking to ship to China in the future is blueberries, an up-and-coming crop in Peru, and the company is set to double its own plantings to 400ha by the end of next year.


Tokita SeedsTokita Seeds (Japan)
Japanese seed developer Tokita Seeds (in main picture) received plenty of attention for its Tomatoberry at Asia Fruit Logistica, and not least from the media. The company’s Mark Goto said a local television news channel had stopped in to film its stall and ask about the heart-shaped Tomatoberry the company was promoting. Tokita Seeds also received plenty of attention from companies from other countries keen to produce the variety, he added.


Horticulture Australia Limited (Australia)
The Australian presence at Asia Fruit Logistica has been an important part of Asia Fruit Logsitica since its inception, and the supplier nation had one of the largest country pavilions at the event again this year. Australia will continue to count the show as a central pillar of its fresh produce activities in Asia, according to John Lloyd, CEO of pavilion facilitator Horticulture Australia Limited (HAL). “We see a great future for the Australian industry at Asia Fruit Logistica,” he said, “and the Australian presence here has been a great success so far.”


Siam Jumbo (Thailand)
Major Thai exporter Siam Jumbo made the most of the trade show to promote its planned use of bio-plastic packaging. Company CEO Suwanchai Chavanchankij said it would be the first company in Thailand to introduce biodegradable packaging. “This will mean that the packaging that we are exporting to the world is not damaging the world,” said Chavanchankij. He said extensive flooding in Thailand last year had highlighted the need for people and companies to reduce their carbon footprints.


Zeus Kiwi (Greece)
Greek exporter Zeus Kiwi says it has noted a good level of demand from buyers in Hong Kong and China since the latter introduced a new import protocol that allowed kiwifruit from Greece to enter the country direct. 'Following the deal between Greece and China, we have been able to secure some business with buyers who had already shown an interest and with whom potential deals had been in the pipeline for the past year,' said Antonis Ioannidis, the group's quality control manager.


Sensitech (US)
A leading manufacturer of cold chain monitoring technology, Sensitech was pleased to see Southern Hemisphere grower-shippers so well represented at Asia Fruit Logistica 2012. “The Southern Hemisphere produce industry in general is a big utiliser of our products,” said vice-president of international sales and operations JC Marin. “But what has been particularly valuable about this year’s show is that we are seeing the companies our customers are supplying coming by our booth looking for guidance on how to better utilise our technology. Many of these companies are also produce exporters in their own right and are now buying our instruments for their shipping needs.”


Goodfarmer (China)
The Chinese domestic market is growing strongly, and major packer-marketer Goodfarmer is following the trend and expanding from its traditional export business into imports. Citrus and bananas have been the big focuses of the company’s imports since they began a year and a half ago, according to general director Liu Zijie. “Goodfarmer is paying more attention to imports, and we also have ripening rooms for bananas in Shangdong, Shanghai and Beijing now. We opened those this year,” he said. “Even with the Philippine problems, bananas are growing strongly in China.” Developing imports on the domestic market is Goodfarmer’s goal over the next 10 years, detailed Liu, while continuing its export business.


Aneberries (Mexico)
Mexico had a significant presence for the first time at this year’s Asia Fruit Logistica, with berries being one of the key industries on show. “It’s our first time here, so our priority is to understand the way the market works and the opportunities,” said Mario Steta, president of Aneberries, the association of Mexican berry exporters. “There’s interest here in the crops we grow, and in Mexico as a supply option, and I don’t see why Mexico cannot follow Chile’s success.” Blackberries are likely to lead Mexico’s efforts to open up the berry market in Asia, he said. “Mexico is well-known for its blackberries and we have some really good genetics coming through, but blueberries also represent a big opportunity for us if we can secure market access and be competitive with our products.” The improvement of direct airfreight services between Guadalajara and Asia will also be key to growth for Mexican berries, he added. Mexico’s berry industry is set to almost double in terms of area planted, production volume and value (to around US$1bn) over the next five years, so developing new markets is a key priority.


Naturitalia (Italy)
Italian fresh produce company Naturitalia is looking to expand its business in Asia by developing exports of Abate Fetel pears to the region. According to Augusto Renella, the company's marketing manager, test shipments of the fruit amounting to around four or five container-loads will be sent to Hong Kong in November. 'We need to educate consumers and receivers in these markets about the Abate variety and its specific characteristics,' he commented. Naturitalia is one of nine founding members of Kiwifruit of Italy, a new consortium established in August to develop the country's reputation as a key supplier of kiwifruit.


CF Fresh (US)
One of the prominent US companies in organic produce, CF Fresh was back exhibiting at Asia Fruit Logistica after making its initial appearance in 2011. According to export manager Mary Ramos, the organics category is seeing greater penetration in the Asian market after years of slow growth. “We’re seeing the Hong Kong market showing more and more interest in organic produce now,” said Ramos. “Not that long ago, importers wouldn’t pay a premium for organic produce but that’s quickly changing. For instance, we just met with a Hong Kong-based importer who has a retail client asking them to develop an organic sourcing programme for them.”


Egyptian Exporters’ Association (Egypt)
Following on from its debut appearance at last year’s Asia Fruit Logistica, Egypt was back with a much bigger national presence at this year’s show. “We’ve got 17 companies exhibiting this time, up from six last year,” explained Dalia Kabeel, portfolio manager for the Egyptian Exporters’ Association. “The increase reflects the big potential that Egyptian exporters see in the Far East. We’re also regular participants at Fruit Logistica, and we know this event is very targeted. Everybody is very pleased and most of our exhibitors are saying they could do with more time to meet everyone.” Egypt has been exporting citrus to Asia for several years, and it remains the number one product the country ships to the region, according to Kabeel. Now Egypt is beginning to introduce other products such as grapes and pomegranates. “Our traditional markets in the EU are also becoming more competitive, particularly on citrus with Morocco sending more fruit to that region, so we need to find new markets for our products,” she added.


ANI (Philippines)
Philippines agri-business AgriNuture Inc (ANI) was keen to highlight its banana export programme at Asia Fruit Logistica after exports to China came to a grinding halt earlier this year. Export manager Liza P Guinto said the company had prioritised the Chinese market and when the country imposed inspections on 100 per cent of Philippine banana imports ANI had to scramble to redirect supplies to other markets.


Turners & Growers (New Zealand)
Turners & Growers' standMajor New Zealand agribusiness group Turners & Growers has been scoring points in the Asian region with two of its proprietary apple varieties this year, and to mark that success the company presented awards to a number of its buyers and marketers at this year’s Asia Fruit Logistica. The success of Jazz and Envy, a crisp sub-acid and a large sweet variety respectively, is a demonstration of the diversity of consumer preferences within Asia. The apples were the highlight of Turners & Growers stand at this year’s Asia Fruit Logistica, according to CEO Geoff Hipkins. “It’s been all firing the last few days,” he said at the show. “We’ve had strong demand for both Jazz and Envy. We’re positioning Jazz as a higher-volume premium apple, and Envy as a luxury variety.”


Deccan Edibles (India)
Deccan Edibles, a fast-growing group of companies dedicated to the food sector, was the sole exhibitor from India at Asia Fruit Logistica this year. The group’s director Nagesh Shetty said the company, which exports grapes, pomegranates, mangoes and vegetables, was taking part in order to develop trade partnerships in other Asian nations, and in particular China. “We want to diversify into this region because if we do the volumes will be high because of the population.” The Indian government is encouraging fresh produce exports, he said, adding that it provided subsidies for export companies.


Wahluke Produce (US)
A first time exhibitor at Asia Fruit Logistica, Wahluke Produce is a family-owned grower, shipper and exporter of potatoes and onions based in Mattawa, Washington. According to representative Dean Christiansen, Wahluke Produce is looking to expand its business in the Asian market. “Our markets up to now have been primarily Malaysia, Singapore and Hong Kong,” said Christensen on the first day of the trade fair. “We’re hoping that exhibiting at Asia Fruit Logistica will help raise our profile in this market. We’ve had steady traffic at our booth so far and have had several discussions with what appear to be quality companies.”