Programme shared insights on marketing, economic growth, consumer behaviour, and trade dynamics across Asia
The International Fresh Produce Association (IFPA) hosted its 2025 Executive Leadership Summit – Asia in Hong Kong in conjunction with Asia Fruit Logistica in September.
The programme highlighted IFPA’s 2025-2027 strategic plan – worldwide influence, personalised member experience, and future-proofing the industry – while focusing on Asia’s pivotal role in shaping trade, consumer demand, and innovation.
“Asia is the epicenter of growth for global produce consumption, and that makes this summit essential,” said Jessica Keller, IFPA vice president of global industry relations. “By bringing leaders together here, we’re not just exchanging ideas – we’re shaping strategies that will define the future of fresh produce and floral (industries) worldwide.”
In the opening session, Miriam Wolk, IFPA chief membership officer, presented insights on economic growth, consumer behaviour, and trade dynamics across Asia. She noted that while mature economies such as Japan, Korea, and Singapore offer stability and premium pricing, fast-growing hubs like India, Vietnam, and Indonesia present high-growth potential – though with greater risk.
Wolk highlighted shifting consumer priorities, including sustainability and freshness. Research shows that 77 per cent of Chinese consumers and 67 per cent of Korean consumers consider sustainability when purchasing produce, with many willing to pay more for recyclable or compostable packaging. E-commerce is also reshaping retail, particularly in Korea, where online grocery shopping has become a dominant channel.
Marketing took centre stage in a session led by Duffy Lau and Desmond Li of Grey HK, who showcased “Famously Effective” brand case studies across Asia. Their message was clear: global concepts may travel well, but localisation is what determines success.
During tabletop discussions, executives were challenged to pinpoint one immediate action they could take to balance global consistency with local cultural relevance – turning insight into momentum.
The day culminated in an Executive Reaction Panel featuring Mohammed Abbas, EVP & COO, Del Monte Fresh Produce NA; Shubha Rawal, head of procurement, IG International and Jan Doldersum, manager, chain & retail, Rijk Zwaan Distribution.
Moderated by Keller, the panel reflected on the most pressing disruptions facing the industry: climate change, logistics delays, tariffs, labour shortages, and even viral misinformation. At the same time, they pointed to untapped opportunities in premiumisation, expanded market access, post-harvest technology, and logistics improvements across India and South-East Asia.
Delegates echoed the importance of investing in sustainability, data tracking, and consumer education to stay competitive in a shifting marketplace. The summit closed with a networking reception.
The Executive Leadership Summit – Asia affirmed that while disruption is inevitable, possibility is abundant. With collaboration, cultural insight, and innovation, the fresh produce industry is well-positioned to thrive in the region shaping the future of global consumption.
