Asia Fruit Logistica exhibitor preview: Americas

This article is part of Asiafruit Magazine’s Asia Fruit Logistica exhibitor preview series, spotlighting some of the key companies to see at Asia’s most important fruit and vegetable event. You can view the full feature in the latest edition of Asiafruit Magazine here or view all of the previews by region here.

Family Tree Farms 

Although it will be Family Tree Farms’ first time exhibiting at Asia Fruit Logistica, the California-based stonefruit and blueberry grower-shipper-exporter is quite familiar with Hong Kong trade fair. 

“This will be our first year exhibiting at Asia Fruit Logistica, though we’ve attended the show for several years and have long-standing relationships in the region,” says marketing manager, Leighton Dill. 

Family Tree Farms will have on display its “premium lines” of blueberries and stonefruit at this year’s event. 

“Asia Fruit Logistica 2025 presents the perfect opportunity to showcase our brand and connect directly with key partners across Asia,” Dill says. “The show provides an invaluable platform to share our story, introduce new developments, and explore future opportunities in the Asian market.” 

Bioxtend

A long time exhibitor at Asia Fruit Logistica, Bioxtend says the Hong Kong show is an effective platform to connect with key clientele from across the globe.

“Asia Fruit Logistica is a great marketplace for reaching customers in all of Asia-Pacific, East Africa and the Middle East, whom we do not necessarily meet at other trade shows,” says CEO Julien Amar.

Primarily a manufacturer of ethylene absorbers that delay ripening and suppress moulds in the fresh produce, the Florida company also markets temperature recorders for monitoring the in-transit cold chain. “Our technology works best in containers with long transits, which is precisely the type of attendants at the event,” says Amar. 

Idaho Potato Commission 

As a five-time exhibitor at Asia Fruit Logistica, the Idaho Potato Commission will promote its “world famous” potatoes during the 2025 trade fair. 

“The Idaho Potato Commission has been investing in marketing efforts in Asia for more than 15 years,” says vice president Ross Johnson. “We are excited about the opportunity to share the amazing efforts that are underway to help drive value. Many buyers feel that they need to race to the bottom of pricing, but we have a proven model that showcases the quality and consistency from Idaho and justifies the increased cost. Not only have our efforts driven significant value for our partners, but it has also allowed us to put our theories into practice and now showcase the amazing benefits of partnering with Idaho.” 

Washington Apple Commission 

An original exhibitor from the first Asia Fruit Logistica in Bangkok in 2007, the Washington Apple Commission (WAC) will be showcasing the state’s world-renowned fresh apples once again. 

“We have expanded our presence as the show has grown and have found it to be a key place to meet current and potential Washington apple importers, wholesalers, and retailers from Asia, India, and the Middle East,” says international marketing manager Lindsey Huber. “Export staff from many of our Washington apple shippers are also in attendance as the show has become a major regional trade event for the Washington apple industry.” 

The WAC will be sampling the industry’s proprietary variety Cosmic Crisp during the Hong Kong trade fair. “With production increasing (annually), we’d encourage anyone with an interest in learning about the new apple to stop by to share a taste.” 

Altar Produce

Family-owned Altar Produce will once again be at Asia Fruit Logistica to present its full vegetable portfolio, which includes broccoli, bell peppers and Brussels sprouts along with its core offer of asparagus and green onions. 

“We are in the process of transitioning these crops from a seasonal production to year-round supply programmes, which represents a key step in our strategy of diversification and supply stability,” the company says. 

Now in its 28th year, the Altar brand has been key to the company’s positioning in Asia. For two decades, the company has accounted for 80 per cent of the Mexican asparagus shipped to Japan, and in the last five years it has supplied more than three-quarters of all asparagus imported into Japan. 

“At Altar, we firmly believe that relations with our clients are the pillar of commercial development. We visit Asia up to five times a year, in addition to actively participating in local fairs, which has allowed us to strengthen and consolidate our presence continuously,” the company says. “We are currently focused on the development of the Chinese market, where we see great potential.” 

Mission Produce 

Mission Produce has been exhibiting at Asia Fruit Logistica since 2013 and will once again be promoting its year-round supply of quality fresh avocados and mangoes. 

“Our 35 years of proven market expertise are strengthened by our vertically integrated sourcing network and four ripening centres throughout China,” says director of export sales Nolan York. “We strongly believe in the great potential for ripe avocados and mangoes in the Asia market.” 

York says Mission is currently shipping Peruvian avocados and will be inaugurating a new state-of-the-art packing house in Guatemala. “Although Guatemala plays a small role in Asia today, we are optimistic about expanded market access in the future,” he says.    

Salix Fruits 

Multi-year exhibitor Salix Fruits will promote its portfolio of fresh fruits at Asia Fruit Logistica 2025, including citrus, apples and grapes sourced from its worldwide network of suppliers. “We have exhibited at Asia Fruit Logistica every year since 2016, except during the pandemic,” says spokesperson Graziana Caruso. “The main value for Salix lies in connecting with colleagues, customers, and suppliers from across the industry. We’re looking forward to another great edition of Asia Fruit Logistica and the opportunity to strengthen partnerships across the global fruit trade.” 

Miatech 

First exhibiting in 2013, Miatech will be promoting its ethylene and pathogen removal solutions for produce in cold storage. 

“Our Bio Turbo technology is the only one in the market that uses the sanitising power of ozone without its dangerous side effects for the people and the products,” notes international field manager Dimitrios Loutsaris. “We also offer misting and humidification solutions for produce displays and storage rooms.” 

Loutsaris says that exhibiting at Asia Fruit Logistica over the last many years has been worthwhile. “A large part of our existing business in Asia is coming from AFL visitors. This year, besides new business leads, we also expect to keep in touch with our existing customers.” 

US Apple Export Council

A 15-year Asia Fruit Logistica exhibitor, the US Apple Export Council (USAEC) will be promoting fruit grown in five US states: California, Michigan, New York, Pennsylvania and Virginia. 

“We consistently have high-quality meetings and make valuable contacts for our growers to follow up on,” says representative Thomas Wee (pictured above left). “With the recent approval of market access for our eastern US states, we anticipate increased interest from Thai importers. We’re also actively seeking importers in Malaysia and Singapore to connect with our US apple suppliers.” 

In attendance at the show 2025 will be the USAEC’s new executive director, Shelby Sackett (pictured above, right of picture).

California Fresh Fruit Association 

A three-time exhibitor at Asia Fruit Logistica, the California Fresh Fruit Association will be promoting California stonefruit – peaches, plums and nectarines – to attendees of the Hong Kong show. Vietnam recently granted access to the state’s peaches and nectarines, and director of trade Caroline Stringer says that her organisation hopes to soon have plums added to the list of accepted California-grown stonefruit.   

 Calavo Growers 

First exhibiting at Asia Fruit Logistica in 2018, Calavo Growers has been back ever since, with the exception of the Covid-19 years. 

“Our initial participation in Asia Fruit Logistica immediately established it as a crucial component of our trade show marketing strategy,” says marketing manager Lindsay Martinez. “Attending this event enables Calavo to effectively present our product lines and strengthen our market position across Asia.” 

The Santa Paula (California)-based company will display both fresh avocados as well as frozen and processed products. Martinez notes that Calavo’s processed avocado products are now offered in a new packaging option: squeeze pouches with an innovative fresh-lock cap. 

“This technology keeps air out, allowing the avocado to remain green for up to 14 days after opening, with no preservatives required.”  

Aerobotics 

Back at Asia Fruit Logistica as an exhibitor for the second time, Aerobotics finds strong value in participating at the Hong Kong trade fair. 

“We have returned because a number of our customers attend this show,” says spokesperson Jessica Davies. “We have a globally distributed customer base, so we value these opportunities to connect with a large number of customers in person.” 

This year, Aerobotics will be touting its TrueFruit yield forecasting platform at the company’s stand. “Our TrueFruit AI fruit measurement solution helps fruit growers, packers, and marketers forecast yields using accurate size, colour, and quality measurements from smartphone imagery,” Davies says. “We add more features every year.”

Lyra Exports

Ecuador’s Lyra Exports will be in Hong Kong to present its premium-quality, fully traceable and sustainably grown Cavendish bananas. 

“Asia Fruit Logistica is a key opportunity to strengthen commercial relations in the region and continue positioning Lyra Export as a reliable supplier in the Asian market,” the company says.

In addition to Asia, Lyra continues to open new markets in Eastern Europe and the Mediterranean region. Earlier this year, it started regular shipments to buyers in Asia, Greece and the Middle East as part of its diversification strategy.

“This year we have worked on small improvements within our facilities to continue ensuring a premium quality product. We are doing tests with new packaging that is more resistant and sustainable and also exploring opportunities with products such as dragon fruit and ginger to complement our banana offer,” the company says. 

Abrafrutas

Several leading Brazilian apple, melon and table grape exporters will take part in this year’s Asia Fruit Logistica. The country will showcase its competitive seedless table grape offer, alongside its wide range of melon varieties and established apple varieties that it ships to India and Bangladesh and soon hopes to start sending to other Asian markets with which it is currently in negotiations.

“We have several market access initiatives in place, mainly in the Asean area where we weren’t previously focused,” says Jorge de Souza, technical and project manager of national fruit association Abrafrutas. “The Brazilian fruit industry has made continuous progress since 2014. In that time, we have seen exports grow from US$500,000 to US$1.3bn. We are more organised and focused on the objectives we have defined for the long-term perspective.”

California Table Grape Commission

As another original Asia Fruit Logistica exhibitor from the Bangkok show in 2007, the California Table Grape Commission (CTGC) is looking forward to returning in 2025. 

“Asia Fruit Logistica offers a valuable platform to engage with retailers, importers and wholesalers, highlighting the promotional initiatives and incentives of the Grapes from California global marketing campaign,” explains director of international marketing (Asia) Lisa Massie. “It also provides key insights into the commission’s target markets and evolving industry trends.” 

The state grows more than 80 varieties of red, green and black table grapes during a season that lasts from May into January. The CTGC’s global marketing campaign this year is crafted to encourage retailers and distributors to stock and promote California grapes by offering a robust suite of promotional tools, including digital marketing support, engaging contests, point-of-purchase materials, and in-store sampling experiences.

North Bay Produce

As a 12-time exhibitor, North Bay Produce appreciates the value Asia Fruit Logistica provides. “This exhibition is the best place to meet and develop customers in Asia, as the attendance level is high and usually there is a good opportunity to meet with current clients in one place,” says export sales manager, Eric Olshove.

A grower-shipper-marketer based in Michigan with branch offices in South America and Europe, North Bay looks to promote the Sekoya line of fresh blueberries as well as apples to the Asian market.

“North Bay Produce now represents one of the most diverse Sekoya blueberry development programmes in the world. We are planting in many countries making Sekoya available every week of the year.”

International Pomefruit Alliance

The International Pomefruit Alliance (IPA) will showcase the collective strength of its global shareholders and their premium apple offerings at this year’s Asia Fruit Logistica exhibition. IPA is comprised of leading pomefruit exporters including Heartland Fruit (New Zealand), CMI Orchards (US), Montague Farms (Australia), Fruitways (South Africa), San Clemente (Argentina) and Vog (Italy). 

“While we’re not introducing new varieties this year, we are proud to highlight a major milestone: IPA members across the Southern and Northern Hemispheres are now growing, packing, and shipping Yello, Giga, and EverCrisp apples,” says CMI orchards senior marketing manager, Danelle Huber. “This cross-continent and cross-hemisphere production marks a new level of collaboration and supply continuity for these premium branded apples.” These varieties, according to Huber, represent the next generation of innovation in the apple category with a greater focus on flavour that reflects the evolving tastes of Asian consumers.