Asia Fruit Logistica exhibitor preview: Australasia

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.

United Exports 

United Exports returns to Asia Fruit Logistica 2025 with fresh momentum and a strong focus on innovation, both in its Ozblu blueberry varieties and its evolving brand strategy for Asia. 

In response to growing consumer demand, the company has expanded its global footprint, particularly in Peru and Australia, to ensure supply 52 weeks a year. This promise of consistency and quality is now being further reflected in a major brand milestone set to be unveiled at the event – a strategic move tailored specifically for the Chinese market.

“Asia Fruit Logistica remains a key platform for us – not just to showcase fruit, but to build meaningful partnerships,” says Roger Horak, executive chairman and founder of United Exports. “This year, we’re introducing something truly special that reflects our long-term commitment to Asia and our connection with consumers in the region.”

Perfection Fresh 

This year saw Perfection Fresh celebrate Rod Quin joining the company as its new CEO after longstanding leader Michael Simonetta announced his retirement. Alongside the milestone, the Australian fresh produce marketer will showcase its range of premium brands including Calypso mangoes, Qukes baby cucumbers, Broccolini, Cauli-blossom and Perfection Premium Berries at this year’s exhibition. 

“Asia Fruit Logistica provides an excellent occasion to showcase and demonstrate our unique premium quality products to potential new customers, but also to reconnect with existing customers and reinforce our commitment to the region,” says export manager Tina Slattery. “Generally, the South-East Asian market is growing and Australia, with its geographical proximity, premium growing conditions and strengthening trade relationships, has a good opportunity to take advantage of the economic growth in this region.”

Harvest Moon

Australian vegetable grower, Harvest Moon, is set to highlight a range of its 12-month supply at this year’s Asia Fruit Logistica including broccoli, cauliflower, cabbage, potatoes and carrots. The Hort Innovation Exporter of the Year Award winner – presented at the 2025 Horticulture Awards for Excellence – will also launch its new Snackables product line at the event. 

“Unlike conventional ‘baby carrots’, which are typically large carrots mechanically milled down and treated with preservatives to maintain shelf life, Snackables are 100 per cent whole food,” export trading manager, Vineel Reddy explains. “Grown naturally to a smaller size, they contain no additives and require no processing. Just one ingredient: carrot.” The line will also include snack-sized cucumbers and radishes.

Australia Fruits 

This year marks the 15th year Australia Fruits will exhibit at Asia Fruit Logistica. Once again, the Australian fruit and vegetable exporter will exhibit alongside its major suppliers Wandin Valley Farms and VFS Siciliano. This year will see Wandin Valley Farms showcase new packaging designs for its Cherry Plums and Skylar Rae Cherries brands. After improvements in protocol access for Australia in recent years, managing director Joe Tullio says the company will be targeting Japan, Vietnam, India as new growth markets.  

CherryHill Orchards

CherryHill Orchards, a third-generation cherry grower based in Australia’s Yarra Valley, will launch its new premium tier of cherries at this year’s Asia Fruit Logistica – CherryHill Grower’s Choice. 

“Grower’s Choice represents the very best of CherryHill, defined by leading varieties and a superior eating experience,” says sales manager Nicholas Flesser. “The Riseborough brothers have spent decades researching and refining the world’s leading cherry varieties to bring this brand to life.” 

With a lifetime of growing cherries under its belt, CherryHill Orchards continues to deliver premium quality cherries through its investment in world-class varieties, refined farming techniques, and the latest advancements in AI grading technology. 

Golden Bay Fruit

This year New Zealand-based grower-packer-exporter Golden Bay Fruit (GBF) is set to bring a vibrant mix of premium apple varieties to its Asia Fruit Logistica stand, including its signature brands Sassy, Posh, Cherish, and Miranda.

 “We’re focusing on consolidating this year, following several successful IP variety launches in recent seasons,” says marketing director, Eleni Hogg. “That said, we’re excited to showcase some new packaging formats, including a refreshed look and plastic-free tube for Miranda that’s already proving popular in-market.” 

GBF will also offer delegates samples of its newly launched GBF-branded apple and apple and pear juices which are made using “imperfect” fruit that would otherwise go uneaten. The company is continuing its efforts to build its presence in South-East Asia as well as expand across Greater China.

WA Farm Direct 

WA Farm Direct will showcase its branded Soluna apples and Ondine stonefruit alongside a newly added export range of table grapes, lemons and limes.

“This year we have expanded our Australian export products to include grapes and citrus as we extend our territories and market these products internationally,” says executive manager Rebecca Blackman. 

As WA Farm Direct prepares to export Soluna apples to China following Australia’s expanded market access in 2026, the team is looking forward to connecting with both current and future customers. “In addition to connecting with our customers, this we will also be targeting a range of new export territories for stonefruit and table grapes during the summer 2025/26 season,” Blackman adds. 

Pink Lady

The world’s first branded apple, Pink Lady, will again bring its signature pink presence to Asia Fruit Logistica – this year focusing on connection and collaboration. “The Twenty Degrees team will be on the Pink Lady stand to connect with partners, importers, exporters and retailers,” Phil Turnbull, group CEO of Apal and Twenty Degrees. The team will share updates on the brand’s performance this season, brand positioning strategies, recent marketing campaigns and global market opportunities across the network.

Kiwi Crunch  

Kiwi Crunch, one of New Zealand’s leading vertically integrated fruit exporters, markets over 2mn cartons of apples and pears annually to more than 30 countries. This year marks an exciting milestone as the exporter introduces cherries to its sales portfolio, with an anticipated harvest exceeding 800 tonnes.

“This will be the first season that we will be marketing our cherries direct to customers, since purchasing 132ha of cherry orchards in Central Otago in October 2024,” says GM global sales Neill Prosser. “It is an exciting opportunity to leverage our Kiwi Crunch brand and supply cherries to our loyal apple and pear customers, and potentially attract new customers as well.” 

Kiwi Crunch mainly targets Taiwan, China and Vietnam but Prosser says the company is looking to develop other markets including Hong Kong, Japan, Korea, Thailand, Malaysia and Singapore.

Joya

Following its bold debut in 2024, Joya returns to Asia Fruit Logistica in 2025 with its vibrant branding on full display. “Over the past 12 months, the new Joya brand has continued its rollout across Asia, Europe, the UK and Africa, building positive momentum across these markets,” says Phil Turnbull, group CEO of Apal and Twenty Degrees. “Throughout this expansion, the brand continues to celebrate everything Joya apples bring to the table – from its hardy and robust attributes to its balanced flavour and unbeatable crunch.”This year, the team will highlight the unique features of Joya apples including its juicy, crunchy eating experience as well as further opportunities in the network to grow, export and import Joya.

New Zealand Cherry Corp

In 2025 New Zealand Cherry Corp (NZCC) transformed its marketing strategy by prioritising consumer demand creation over traditional supply-push models. The innovative approach, which gained momentum with the appointment of Mark Pay, former GM global sales at Rockit Global (pictured left), centres on building consumer demand making importers’ partnerships more profitable and sustainable. At this year’s show, NZCC will spotlight its high quality New Zealand cherries alongside these demand-driving marketing initiatives. 

NZCC is actively targeting new opportunities in Korea, Japan, the Middle East, the US and mainland China, seeking partners who value quality and demand-creation strategies.

“Asia Fruit Logistica is unsurpassed in creating opportunities to meet existing partners from South-East Asia and Greater China, providing a place to discuss topics of interest, share ideas, build relationships and plans together,” says Pay, NZCC’s general manager global sales & marketing. “Asia Fruit Logistica’s Asian focus makes it the ideal platform for establishing a brand within Asia’s produce industry.” 

Detpak

Australian packaging producer Detpak will be showcasing its latest innovations in smart, sustainable, and scalable packaging solutions for the fresh produce sector.

“Our focus is on fibre-based alternatives that meet the evolving needs of retailers, growers, and consumers, delivering performance, efficiency, and environmental responsibility,” says regional sales manager industrial – Australasia, Mark Rohrlach.

At this year’s event Detpak will unveil several new solutions designed to reduce plastic use, enhance recyclability, and support automation in fresh produce packing. The Auto Punnet is a fibre-based and kerbside recyclable alternative to PET punnets, designed for automated packing lines and ideal for small-format fruits such as tomatoes, cherries, and blueberries. Detpak’s Berry Fresh Punnet is also a recent edition to the line featuring base, side, and top-view windows, allowing consumers to inspect produce from every angle, supporting confident purchasing decisions.

Prevar

New Zealand-based apple and pear commercial developer Prevar will spotlight its newly rebranded pear variety, Piqa Red, at this year’s Asia Fruit Logistica. “Our premium interspecific pear variety is winning over consumers with its striking red skin, crisp texture, and sweet, tropical flavour,” says brand manager Amanda Lyon.

The developer will again hold its Global Piqa Annual Licensee Meeting at the show, bringing together partners from around the world to connect on the strategy and future direction of the Piqa programme. Alongside this, Prevar will also showcase its wider portfolio of premium apple varieties including Dazzle, Sassy, Posh and newly launched Fizz as it continues to collaborate with global licensees to bring high-performing fruit innovations to market. 

“Asia Fruit Logistica provides an important platform for Prevar to connect with international partners, share our innovation pipeline, and showcase the strength of our brands,” Lyon says. “It’s a great opportunity to build awareness, gather market insights, and foster collaboration – from breeding through to consumer.”

Seeka

Seeka connects international markets with quality Australian and New Zealand produce. As one of Australasia’s leading sustainable fruit producers, Seeka has built a supply chain that ensures its produce arrives on time and in great condition. At this year’s Asia Fruit Logistica, Seeka will introduce its newly launched red nashi variety, Ruby Roo. 

“Ruby Roo is crisp, juicy, and refreshingly different,” says Jon Van Popering, general manager of Seeka Australia. “It adds a unique option to the fruit aisle with its striking ruby-red skin, slow to brown flesh, incredibly crunchy texture, and deliciously sweet flavour.” 

The grower-marketer will also showcase its range of Australian-grown green kiwifruit and jujube as well as both brown and green nashi varieties. Seeka primarily exports to Australia and Asia so the team is looking forward to developing new relationships at Asia Fruit Logistica.

Rockit

This year will see New Zealand snack-sized apple company Rockit showcase its apples alongside its new value proposition and occasion-based marketing strategy. 

“This includes new product categories including a Snack Pack for impulse purchases, a Daily Pack for high frequency consumption, Family Packs for sharing moments and Gift Packs for festivals and always on gifting moments,” says Steve Bunyan, general manager – global markets (pictured right). “We also look forward to sharing our brand story and global content targeting consumers looking for healthy snacking choices for their lifestyle occasions.” 

Rockit’s well-loved brand character, Rocki will also make an appearance for the first time following a successful launch across the entire Rockit range this year. Rockit will continue to focus on strengthening its presence in the US and India this year, while also targeting new distribution channels including hotels, restaurants, catering and airports in China.

Darling Group

This year, Darling Group will be showcasing its premium New Zealand avocado brands – Darling Avocado and Jake’s Avocado as part of the New Zealand pavilion, within the dedicated Avocados from New Zealand zone.

“We’re proud to represent New Zealand’s high-quality produce on the global stage and look forward to connecting with existing partners and new customers across the Asian region,” says Darling Group director, Jacob Darling.

Darling Group will also join the broader New Zealand avocado industry in launching the New Zealand Government’s FernMark licence at Asia Fruit Logistica. “We’re excited to announce that Darling Group now holds the FernMark licence – a globally recognised symbol of trust, authenticity, and origin,” Darling says.