Brands play a vital role in Asia’s rapidly expanding fresh produce markets, for consumers, wholesalers and retailers.
To kick off this year’s Asiafruit Congress on 2 September, an expert panel will look in-depth at brands, from how they translate across different cultures to how to protect them.
Joining the panel are David DeLorenzo, CEO and president of Dole Asia, and Matt Crawford, China corporate relations manager of Zespri, marketers of two of Asia’s biggest fresh produce brands.
DeLorenzo, formerly president and CEO of Dole, took the helm at Dole Asia’s fresh and worldwide packaged foods businesses last year, following the sale of these units to Japanese trading company Itochu.
James Sinclair, managing partner of consulting company InterChina, will set the scene for the discussion with an expert perspective on consumer and retail trends in China.
While brands have long played a key role in China’s wholesale markets, Sinclair will look at the broader value of ‘brand’ in China, where consumer concerns over food safety and a void in trust are presenting opportunities for branded produce.
In particular, he’ll explore the potential for fresh produce marketers to develop consumer brands in China, aided by the rise of e-commerce channels.
The panel discussion will be moderated by Chris White, managing director of Market Intelligence, publisher of Asiafruit and its sister publications. And the session headlines a wide-ranging programme that will also examine Latin America’s potential as a fruit bowl for Asia and look ahead to how markets across the region are likely to evolve in the years to come. Breakout sessions will home in on food safety, pear marketing, Indonesia’s rise as a market, and Asia’s vegetable trade.
Asiafruit Congress takes place on 2 September, the day before Asia Fruit Logistica, at AsiaWorld-Expo Center. The event concludes with the presentation of the 2014 Asia Fruit Awards and the Asiafruit Congress-Asia Fruit Logistica Welcome Reception, a gala cocktail and networking event.
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