Across North and South America, producers are eyeing up opportunities to sell their fresh produce and services into the Asian markets, with new varieties and technologies set to be in the spotlight in Hong Kong
Aerobotics
Aerobotics describes Asia Fruit Logistica as one of the most important events in its calendar and a valuable opportunity to connect with its customers and partners across the APAC region.
The yield-forecasting technology specialist will be showcasing its latest innovations for TrueFruit Bin Scan, which uses AI to detect and diagnose citrus defects directly from fruit in bins. The aim is to help growers and packhouses make faster and more informed quality decisions post-harvest.
“This level of analytics is typically only available from packhouse machinery, so we are excited to provide even deeper insights into fruit quality before packing,” explains Benjamin Sharpe, general manager for APAC. “We’re also continuing to grow our presence across the APAC region, investing in closer customer relationships and supporting more growers and exporters with AI-powered fruit-measurement solutions.”
Also on show will be the company’s TrueFruit Grade solution, which measures fruit size, colour and external blemishes using simply a smartphone. It enables growers to have deeper visibility of fruit growth with block-level insights.
Aerobotics says Asia is a strategically important market, both as a major producer and consumer of fresh fruit. “As growers and exporters increasingly focus on consistency, traceability and meeting demanding export specifications, we’re seeing growing demand for objective, data-driven quality management,” Sharpe notes.
California Blueberry Commission and California Olive Committee
The California Blueberry Commission and California Olive Committee are once again exhibiting together at Asia Fruit Logistica, where they will share a booth representing Californian blueberries and table olives.
According to director of operations Michelle Borges, the partnership has been highly successful in the past, allowing both industries to strengthen their presence in key international markets.
“Our primary goal is to build and strengthen trade relationships throughout Asia, which is an important export market for both commodities,” she explains. “During the trade show, we will provide educational materials about California blueberries and table olives while connecting with importers, buyers, and other industry stakeholders.”
New contacts and business opportunities developed at the show will be shared with the groups’ California shippers to help expand export opportunities.
Both organisations believe that international trade, particularly in Asia, plays a critical role in the long-term success of the two industries. “As California production continues to grow, expanding export markets will become increasingly important,” Borges adds. “By participating in Asia Fruit Logistica each year, we continue to strengthen existing relationships, establish new partnerships, and position California blueberries and table olives for future growth in international markets.”
California Fresh Fruit Association
California Fresh Fruit Association (CFFA) has exhibited in Hong Kong for several years and considers it an excellent venue to meet with customers from all over Asia.
The state’s peaches, plums and nectarines will be particularly on show this September, with stonefruit growers having invested heavily in the Asian markets over the past several decades. The trade association considers the region to be essential for the industry’s continued success.
In a further development, CFFA is ramping up its marketing activity in Vietnam to support the opening up of market access for California peaches and nectarines.
Fall Creek
Blueberry specialist Fall Creek sees Asia Fruit Logistica as the perfect opportunity to connect with existing customers, strengthen industry relationships, and showcase the value of the Sekoya platform and its genetics portfolio to the broader market.
The Sekoya varietal portfolio has been developed to deliver an exceptional blueberry eating experience through superior flavour, size, crunch, and shelf life. A major highlight this year is the official launch of Seyoka Nova, the company’s newest variety developed specifically for high-chill growing regions.
Also prominently showcased in Hong Kong will be Sekoya Pop, which is one of the most widely planted and imported premium blueberry varieties from Peru, with Fall Creek pointing out there are growers successfully producing the variety in Yunnan, China.
In people news, Fall Creek recently appointed Toni Yue as vice-president and general manager of its China business. Yue is said to bring extensive industry experience, strong leadership capabilities, and a clear vision for the future. “Under his leadership, we are focused on building a more structured, scalable, and market-driven organisation that will support the long-term growth of our business and our partners throughout China,” the company says.
“Asia – and China in particular – is a strategic priority for our business. We believe China has the potential to become one of the world’s leading premium blueberry consumption markets, driven by growing consumer demand for high-quality fruit and increasing appreciation for superior eating experiences,” it adds. “From a production perspective, China offers a diverse range of growing environments that create opportunities across multiple supply windows. While Yunnan has already established itself as an important production region for our low-chill varieties, we see significant potential for the expansion of our mid- and high-chill varietal portfolio. This will help support a more consistent, year-round supply of premium blueberries and further strengthen the industry’s ability to meet consumer demand.”
Government of British Columbia
The Government of British Columbia – through the Ministry of Jobs and Economic Growth – considers Asia Fruit Logistica a great opportunity to help fresh produce businesses in the Canadian province to showcase their products.
Blueberries, cherries and cranberries will be among the lines particularly in focus this year, and given AFL 2026’s spotlight on frozen fruit, frozen blueberries and cranberries will also be prominently highlighted.
Strengthening the region’s presence, the BC Fruit Growers’ Association, BC Cherry Association and BC Blueberry Council will all also take part on the stand.
As for the value of AFL to exhibitors, senior manager for export services David Kang says: “This past fiscal year, the ministry focused on trade diversification. Asia is of paramount importance to BC businesses due to its ease of access in the Pacific Rim and socio-economic connections. The ministry endeavours to aid companies in British Columbia to mitigate economic risk through opening opportunities for diversified trade.”
Itochu Chemicals America
Making its second appearance at Asia Fruit Logistica, Itochu Chemicals America is keen to start bringing its fruit-coating technologies to the Asian market following success in other regions.
“We believe this show to be where the foremost in this field attend and a good way to connect with new and old customers,” says sales manager Takeshi Dempster, adding that the company hopes to change the practice of using “petroleum-based, unnatural coatings” and encourage people to switch to its coating products instead.
To that end the business will be showcasing its fruit coatings at the show: these aim to replace traditional waxes while offering various cost savings in terms of reducing overpack, increasing shelf-life, and improving fungicide performance, according to the company.
Dempster describes the coatings as essentially a ‘plug-and-play’ item that a packhouse can replace its current wax coatings with and enjoy immediate benefits.
Itochu is partnering with Fresh Formulaics to introduce the products to the Asian market. “Due to this partnership, the Asian market is of paramount importance,” Dempster adds. “We believe that if a company is using wax, they will benefit from switching to our product from both a cost-savings perspective and a performance perspective.”
USA Pears
USA Pears is a stalwart presence at Asia Fruit Logistica, having exhibited at every edition of the show.
“It has been one of the most important trade shows for the industry to meet with their key importers and retailers in the industry,” explains the organisation’s Jeff Correa. “For the Pear Bureau, it is a great opportunity to meet with its in-country marketing representatives and with key trade contacts to get a sense of expectations for the upcoming season.”
USA Pears will have a shared booth with the Washington Apple Commission and will showcase USA Pears’ new logo and branding, originally launched last October. In terms of products, Pear Bureau Northwest (PBNW) will display summer pear varieties Bartlett and Starkrimson.
Currently, the US industry does not ship large volumes of pears to the Asian region, but there is a feeling that considerable opportunities still lie in wait. According to Correa, PBNW is looking to rejuvenate the Asian markets for US pears through market visits to connect importers and shippers, with discussions to be held about ideal timings for markets such as India, Indonesia, Vietnam and Singapore.
Marketing programmes will focus on the reconnection with importers and retailers after several seasons of short US pear crops and other macro market challenges. Social media and in-store promotions will be the focus of the consumer engagement activities in these markets, and the activity will incorporate the new USA Pear logo and branding.
US Apple Export Council
The chance to meet with both major and up-and-coming importers from across Asia and the wider world is the big draw of Asia Fruit Logistica for the US Apple Export Council (USAEC), which has exhibited at the show for many years.
The council represents apple growers and shippers from California, Michigan, Pennsylvania, New York and Virginia, and this year there will be several growers on the booth showcasing some of the unique, high-quality varieties their companies offer.
“We’re excited for the new season, particularly with our eastern states now having gained market access to Thailand,” notes USAEC executive director Claire Little. “We’ve also secured USDA funding for additional marketing and promotional activities. We’re eager to partner with buyers: once they bring in the apples, we’re ready to support them with targeted retail promotions that build consumer demand.”
USAEC considers Asia a vital market, with consumers valuing high quality and a willingness to try new varieties. US shippers and growers see significant potential for continued export growth.
Washington Apple Commission
Washington’s newest variety, the Cosmic Crisp, will be taking centre stage for the Washington Apple Commission (WAC) at Asia Fruit Logistica in Hong Kong this September.
The commission will be highlighting the consistent supply and high quality of the state’s apples as a whole, as well as the support programmes it offers to its international partners.
The organisation has exhibited at Asia Fruit Logistica for years, and sees the event as a valuable opportunity to connect with partners in the region and stay close to what is happening in-market.
“It’s important for us to maintain strong relationships as well as keep up with consumer trends and retail dynamics in Asia,” says the commission’s international marketing specialist Jennie Strong.
WAC’s focus continues to be on building global demand for Washington apples through targeted marketing and promotions. It notes strong momentum around premium varieties such as Cosmic Crisp, especially in Asian markets.
The continent has been a key destination for Washington apples over many years, but there is still considered to be ample growth potential on the back of increasing demand for high-quality fruit and the expansion of modern retail and e-commerce. “It’s a region we are very committed to long term,” Strong adds.
WAC has also been expanding its marketing programmes with retail and e-commerce partners, as well as running more digital and in-market campaigns designed to better connect with consumers and support trade partners.
Abrafrutas
Brazil’s fresh fruit industry is heading to Asia Fruit Logistica 2026 on the back of another year of strong export growth, despite a challenging global trading environment. According to Abrafrutas director Jorge da Souza, Brazil’s exports have continued to outperform expectations over the past 12 months, with shipment volumes up 12.57 per cent and export values rising 25.65 per cent compared with the same period in 2025.
“Trade wars, military wars, tariffs and commercial barriers have affected the confidence necessary to keep business running across the world,” he tells Asiafruit. “But in spite of that scenario, the Brazilian fresh fruit industry remains performing above expectations.”
Da Souza attributes the sector’s resilience to its flexible commercial approach, reliable year-round supply and reputation for high-quality fruit. Asia remains central to Brazil’s long-term export strategy, with India, Korea and Singapore among the markets showing particularly encouraging demand.
“Asian countries are very important to the future of our business,” da Souza says. “We have been positively surprised by the interest of many of them on our products.”
Looking ahead, he expects geopolitical uncertainty, climate change and ongoing logistics challenges to continue shaping the market. Nevertheless, he remains optimistic that strong consumer demand for healthy products, together with innovation and resilience, will help Brazilian exporters achieve another record year in 2026.
AgriFoods
Global trading agency AgriFoods will highlight renewed supply opportunities from Brazil and Europe at this year’s Asia Fruit Logistica, following a strong apple season and continued expansion in Asian markets.
Headquartered in the Netherlands with operations across Brazil, Spain and Italy, AgriFoods has seen a significant improvement in Brazilian apple availability after two challenging production years.
“After two years of very low productivity of apples in Brazil, we have had an excellent 2026 season,” says Ayres Wehrmeister Junior. “We are very glad to be back with considerable volumes, high quality and competitive prices.”
The company’s export programme to Asia is focused mainly on Brazilian apples and grapes, with the season running from January to July. India and Bangladesh are key destinations for Brazilian apples, while Hong Kong is an important market for air-freight grapes, plums and kakis.
European fruit exports are also gaining momentum, with AgriFoods expanding its customer base for Spanish plums and kakis and preparing for further shipments in the coming months. “Having a good production season gives us more availability of produce, higher quality and more competitive prices,” says Wehrmeister.
As the Northern Hemisphere season approaches, AgriFoods expects the second half of the year to focus on completing remaining shipments and continuing development of its European fruit programme in Asia.
