Lunar New Year edition of Asiafruit out now

The January/February 2026 edition of Asiafruit Magazine  is now available to subscribers on the Asiafruit app – Apple, Android and desktop – bringing you the latest news and views from across Asia’s fast-moving fresh produce markets.   

You can subscribe to Asiafruit Magazine HERE.     

Asiafruit’s Lunar New Year edition highlights how a shift towards more rational, quality-first festive consumption is creating significant opportunities for premium fresh fruit brands. Richard Burrage of market research firm Cimigo says Vietnamese families are moving away from abundance and showiness to opt for gifts that “reflect care, health and sincerity”, with premium fresh fruit presenting an ideal heartfelt gift. Chinese retailers anticipate demand for nianhuo (New Year goods) will continue to grow, as consumers place more emphasis on ‘value’ - be it emotional, social or health. In Thailand, the festival is driving the premiumisation of fresh fruit more generally as fruit brands use the season as an opportunity to build awareness and drive sales. 

A keynote interview with Rockit Global CEO Grant McBeath unpacks the apple company’s renewed China strategy as it more than doubles its local team and appoints a dedicated general manager. McBeath also addresses the rising concerns about grower profitability after some challenging years and details the company’s three-year programme to get back on track.  

Wayne Prowse provides a comprehensive analysis of Australia’s fresh fruit exports, which surged to a record A$1.81bn (US$1.17bn) in the 12 months to September 2025 driven by strong growth in citrus, table grapes, cherries and watermelons. Elsewhere, Liam O’Callaghan speaks with Australian Table Grape Association (ATGA) CEO Jeff Scott on the upcoming season which is showing positive signs off the back of a near record year in 2024.  

For our table grape feature, Maura Maxwell speaks to Ignacio Caballero, executive director of the Chilean Table Grape Committee Global Grape Group, following the announcement of the new alliance between table grape producers in Chile, Mexico and Peru, Global Grape Group. While Fred Meintjes reports on the South African table grape industry’s renewed focus on Asia.  

The edition also features a market spotlight on Taiwan, plus reports on avocados, dried fruit and nuts, and more.