Asia Fruit Logistica exhibitor preview: EMEA

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.

CSO Italy

Several of Italy’s leading fresh produce exporters and service providers return to Hong Kong for Asia Fruit Logistica as part of CSO Italy’s collective stand, as they look to pursue new commercial avenues in Asia. Among the companies taking part are Apofrut, Infia, European Fruit Group, Origine Group, RK Growers, and Unifrutti/Oranfrizer. 

“Asia Fruit Logistica is always useful for understanding trends and expectations in Asian markets, as well as strengthening established relationships, which in these times of international socio-political tensions risk suffering side effects beyond our organisation’s control or the quality of our products,” comments Renzo Balestri, overseas export manager at Apofruit. 

Italy currently sends around 20,000 tonnes of fruit to markets in Asia each year. And although the export trend has declined slightly over the past five years, largely due to reduced availability of kiwifruit, there is optimism in the trade that new opportunities in the region, especially for kiwifruit and apples, will emerge in the near future. The major challenge, however, will be to secure enough volume – ten years ago, according to figures cited by CSO, Italy produced around 6mn tonnes of fresh fruit; but in the past few years that amount has declined by around a quarter, despite the country’s production area remaining more or less the same.

Sorma Group

Technology company Sorma Group recently joined CSO Italy, a move the organisation’s president Paolo Bruni describes as an important development for the business. “The importance of optical sorters and the constant commitment to sustainability, on which Sorma has always focused, chart the course we will follow in the future,” he says, “[Particularly] considering the advent of artificial intelligence in our sector”.

Marketing manager Mario Mercadini says the group continues to meet the specific needs of each customer thanks to its wide range of products and the flexibility of its solutions. “By reducing processing times and ensuring high-quality final products our machines help increase the competitiveness of companies in the apple sector. Furthermore, our widespread and highly qualified after-sales service ensures ongoing and personalised support, allowing customers to quickly adapt to the demands of international markets.”

Italian Fruit Village

Now a regular feature at other international trade shows including Fruit Logistica, Fruit Attraction, and Macfrut, the Italian Fruit Village lands in Hong Kong this September for its Asia Fruit Logistica debut. Created by the Edamus Consortium to promote Italy’s agri-food system around the globe, its exhibition area features companies, geographical certifications, and producer organisations from across the country’s fresh produce landscape.

KiKoKá

Fabio Zanesco, KiKoKá’s executive director, sees a bright future ahead for the company’s two proprietary yellow kiwifruit varieties, which are now produced under licence in Italy, France, Greece and Spain. This year, the Italian group has pressed ahead with the creation of a partner group in Chile – including Garces Fruit, Rio Blanco, Gesex, Unifrutti and Magna – that will supply the fruit in Europe’s off season. And while it’s still too early to talk about supplying customers on a commercial scale in Asia, Zanesco believes the time is ripe to begin those conversations that will sow the seeds of future partnerships. 

“Our objective at Asia Fruit Logistica is really to get a read on the market, to explore new commercial possibilities, and to speak with our commercial partners and potential clients,” he says. “We have to be present, because for us it’s one of the most important global shows.” The brand’s master licensee, Piedmont-based Rivoira Group, will also take part in this year’s event. 

Jingold

Italy’s Emilia-Romagna-based kiwi specialist, Jingold, has participated in Asia Fruit Logistica for many years, but always has something new to present when it returns to the show. This time around, its product Exotic Red stands out from the crowd as the only red-fleshed kiwifruit currently sold commercially in Europe. 

Thanks to new counter-seasonal volumes out of South Africa, the group says it can now supply the product for a longer period of the year. And while the majority is sold in Europe itself for the time being, there might be scope in future to develop sales in Asia too. That’s already a trend seen for its yellow-fleshed kiwifruit, some of which is sold to customers in Japan – including Southern Hemisphere-grown fruit out of Chile, Argentina and South Africa.  

“This allows us to have continuity of supply with the Jingold brand product even in the summer period and to cover a commercial window that goes from May-June to September-October, in perfect continuity with the start of the Northern Hemisphere season,” says sales manager Moreno Armuzzi. 

This year, the company expects to ship around 50 per cent more yellow kiwifruit from those three South American countries.

Agrupación de Cooperativas Valle del Jerte

The opening of the Chinese markets for Spanish cherries was warmly welcomed by Spain’s leading exporter, Extremadura-based Agrupación de Cooperativas Valle del Jerte (ACVJ).

The company has already prepared its facilities to ensure they are fully compliant with the new protocol and it is confident that its premium cherries will be well received by Chinese consumers. 

“We have always been very conservative in our approach to the Asian market and will only start shipping when we can guarantee that the product meets the optimal quality and service conditions that these countries require,” says marketing manager Laura Buezas. 

“In the last two years we haven’t shipped any cherries to Asia because we have had quality problems due to inclement weather. It is important for us that whoever buys our Zalama-branded cherries knows that they are buying quality.”

ACVJ is continually working towards improving its offer, be it through varietal innovation, new growing methods or improved production and post-harvest management. “Right now we are focusing a lot on China, with the idea that next year, if the weather conditions allow us, we can do a good job there, because the protocol will already be in operation,” Buezas says. 

“When it comes to packaging, we are a very versatile company that offers many solutions so we are confident that we can meet Asia’s demand for different formats and weights.”

Holland Fresh Group

Under the umbrella of Holland Fresh Group, nine leading Dutch companies will showcase their high-quality products and innovations in Hong Kong, with participants including FruitMasters, The Fruit Republic, Top Onions, Xenia, Aweta BG-Door, Frigotec, Greefa and Softripe. 

This year’s collective participation brings together a dynamic mix of companies from both the fresh produce and agri-technology sectors. Visitors can expect to meet producers and exporters of apples, pears, berries, strawberries, onions, pomelos, and passion fruit, as well as leading suppliers of sorting and packing machinery, and advanced cooling and ripening solutions. The agricultural counsellor of the Netherlands will also be present at the Netherlands lounge on the first day of the trade show to meet with visitors and discuss opportunities for trade, innovation, and collaboration. 

“The Holland Fresh Group proudly represents Dutch excellence in horticulture, sustainability, and smart agri-tech,” says Holland Fresh Group event manager Muriel Halling. “With Asia being a strategic growth market, this event is an important platform for strengthening partnerships and exploring new market opportunities across the region.”

Nando

Lithuanian group Nando is a biotechnology company that develops and manufactures high added-value microbiological products and chemical additives for agriculture and industry. 

“In the past few years, we have engaged with both small-to-medium and major distributors of agricultural inputs across multiple markets, namely in Japan, Korea, Pakistan, and Indonesia,” says marketing manager Milda Gaulienė. “We’re finding new market opportunities when it comes to our product application in these markets, starting from biological solutions that help farmers accelerate the decomposition of post-harvest residues and converting them into nutrient-rich organic fertilisers, to taking their on-farm economy and profitability to the next level by reducing dependence on chemical fertiliser inputs through applying high added value microbial solutions that enhance soil nutrient cycling and availability for plant uptake.” 

She notes that in Hong Kong, Nando is looking for opportunities that would allow the company to bring the potential of soil microbiology to wider farming communities in Asia.

Westfalia Fruit Group

Westfalia Fruit Group is a leading supplier of avocados and other fresh and convenience produce to international markets via its vertically integrated supply chain. Today, the business operates in 17 countries across five continents.

Over the past year, Westfalia has welcomed a new group CEO, Chris Bush, who has ambitious plans for the future. And the business has seen very positive results from its operation in India, as the local market discovers avocados and availability widens.

As a leader in the avocado sector, the company has a highly diverse procurement footprint and manages all stages of supply, including growing, sourcing, ripening, packing, processing, and market accreditations across the globe throughout the year. Convenience fresh products include avocado oil, HPP guacamole and dips, frozen avocado, and dried fruit.

This year, the supplier is expanding its presence at Asia Fruit Logistica. For a number of years, Westfalia has worked in collaboration with partners, but for the first time it will have its own stand to welcome guests and customers.  

In Hong Kong, the company will showcase its fresh avocado, citrus and cherry ranges, supplied from across South America and Africa. Westfalia is also keen to spotlight its frozen avocado products, which it says are ideally suited to foodservice and food-to-go, and its convenience range, including oils and guacamole.

Hiya Fruit

Hiya Fruit is a premium fresh produce importer and distributor based in Shanghai, dedicated to delivering the highest quality fruit to Chinese consumers. As a trusted partner to leading global growers and exporters, it specialises in sourcing top-grade apples, grapes, pears, and other seasonal varieties from Europe, South America, South Africa, and beyond.

Founded on a commitment to taste, consistency, and reliability, Hiya Fruit works closely with retailers, e-commerce platforms, and wholesale partners across China. It has an agile, market-led approach.

Hiya Fruit is part of the Hochfeld Group, a UK-headquartered fresh produce business with decades of experience in global sourcing, quality control, and supply chain innovation. Through its presence in Shanghai, the supplier offers full-service import solutions, including marketing support, compliance, and logistics – all with a sharp focus on freshness and flavour.

Hiya Fruit has exhibited at Asia Fruit Logistica for the past six years. Its main focus is on building and strengthening its customer base in China and Vietnam, but the supplier says it is also starting to look at Korea as an opportunity for its Chilean grapes.

Sinclair

Sinclair provides a fully managed fruit labelling service – including labels, machines and service – for its customers’ packhouses. The business offers a wide range of food-safe label shapes and sizes, including certified home and industrial compostable label options.

The company has exhibited at Asia Fruit Logistica since the first event in 2007. And since last year’s show, it has launched its high-performance certified home and industrial compostable fruit labels. According to Sinclair, adoption of its new T55 compostable label is steady, with over 360 customers now using it across 19 markets. Take-up in Asia is still in its infancy.

The new compostable labels are a key focus for Sinclair at Asia Fruit Logistica 2025, as is promoting the efficiency of its labelling systems. In Hong Kong, Sinclair’s “flexible, high-speed” V6 labelling system will be used to showcase its latest generation of certified compostable fruit labels, with a timelapse video of them decomposing to safely become part of usable compost.

“Our fruit labels will appeal to brands that want to minimise their packaging footprint and differentiate their produce to stand out in a very competitive market,” says senior marketing manager Duncan Jones.