HALL 3

Thought leadership and best business strategies for Asia.  

Fresh produce case studies and workshops for business success in Asia.  

10:00-10:10
Welcome to Asiafruit Knowledge Centre
• John Hey, Fruitnet Asia 

10:10-11:00
Marketing to Asian consumers: taking on the FMCG brands 
Asia is a market of brands, and it’s home to young and aspirational consumers eager to try new products. What are the most effective approaches to fresh produce marketing? How can fresh produce brands build emotional and cultural relevance? How can they leverage personalised health and wellness trends?  

•  Carlo Magni, Forward Insight & Strategy (New Zealand)
•  Jiunn Shih, Driscoll’s (Hong Kong)
•  Cassie Howard, Sunkist Growers (US)
•  Leo Li, Dole China (China)

11:15-11:45
Brand localisation: the power of celebrity marketing
Miniature snack apple brand Rockit explains how it is deepening market penetration in China through its partnership with megastar Wang Yibo

• Julian Smith, Rockit Global (New Zealand) 

12:00-13:00
Addressing the global shipping challenge
Hosted by Global Coalition of Fresh Produce
Six years after Covid-19 rocked global supply chains, the fresh produce industry continues to face systemic volatility: geopolitical shocks, shifting trade flows, and unreliable shipping schedules. How can the industry collaborate to boost transparency, fairness, and efficiency in global fresh produce shipping? Our panel of experts brings together the entire supply chain to discuss the Global Coalition’s proposed Charter of Good Shipping Practices. 

• Steve Alaerts, Foodcareplus (Belgium)
• Greg Palmer, CPMA & Global Coalition of Fresh Produce (Canada)
• Marc Evrard, Belgian Fruit Valley (Belgium)
• Werner van Rooyen, Fresh Produce Exporters’ Forum (South Africa)

13:00-13:30
Logistics & Trade
Workshops on cold chain logistics and fresh produce trade trends

13:30-14:15
Berries: building on the boom in Asia 
Led by China’s remarkable rise as producer and consumer of blueberries, the berry category is booming in Asia. As competition intensifies and the industry explores new frontiers in South-East Asia and Central Asia, our panel discusses the next opportunities and challenges. Where can new genetics take the industry? How can it capitalise on the huge potential?

14:30-15:00
Tech & Innovation
Expert talks on cutting-edge technologies and innovations 

15:00-16:00
How smart can the fresh produce business become? 
Our panel considers the latest advances in AI and automation, as autonomous machinery, AI-based grading systems, and more joined-up data management all look set to make the business more resilient, sustainable, and profitable. What are the next steps in this dramatic, rapid shift towards smarter supply chains?  

HALL 3

Thought leadership and best business strategies for Asia.  

Fresh produce case studies and workshops for business success in Asia.  

10:00-11:00
The changing shape of the Asia trade
The intra-Asia trade in fresh fruit and vegetables is booming, aided by regional integration and new cross-border routes like the China-Laos railway. Meanwhile, landmark logistics projects such as Chancay Port in Peru are accelerating access to Asia for major Latin American suppliers. How is the trade landscape shifting? What role is logistics playing? 

11:15-12:15
Boosting fruit and vegetable consumption in Asia: challenges and opportunities

12:30-13:00
Logistics & Trade 
Workshops on cold chain logistics and fresh produce trade trends

13:00-13:45
Marketing & Consumers
Practical insights on marketing strategies and consumer trends

14:00-14:30
Presentation of Asia Fruit Awards 2026
Winners announced: meet the winners of Asia’s premier annual awards for the fresh produce business. Presented by Asia Fruit Logistica and Asiafruit Magazine. 

14:45-15:30
Stonefruit in the spotlight 
While cherries take the limelight, Asia holds untapped potential for the broader stonefruit category, including plums, peaches, nectarines and apricots. How can new varieties invigorate the category? Which products and markets show the most promise? And what are the key challenges to growing demand? 

•  Hai Xuan Nguyen, Klever Fruit (Vietnam) 

15:30-16:00
Korea in focus
How can global fresh produce suppliers capitalise on the opportunities in one of Asia’s most sophisticated markets? 

• Hyojun Kim, fresh produce market analyst (Korea)

HALL 3

Thought leadership and best business strategies for Asia.  

Fresh produce case studies and workshops for business success in Asia.  

10:00-10:30
Marketing & Consumers 
Practical insights on marketing strategies and consumer trends

10:45-11:30
Middle East future in focus: can the GCC markets bounce back? 
The war in the Middle East has caused major port disruption for in-bound trade, leaving exporters to the region with big logistical and cost headaches. High purchasing power and a reliance on imports mean the region remains a highly attractive destination, but the economic fallout has also affected the consumer market outlook. How is the trade navigating the turmoil? What are the impacts and implications for global markets and suppliers? And how can the trade recover? 

11:45-12:30
Avocados: getting ready for ripe opportunities
Asia is emerging as the next growth engine for global avocado demand, but market development varies widely across the region. Which markets are leading the way? Which ones are lagging behind? How are supply dynamics shifting? And what are the keys to building the category?

•  Grace Shi, Mr Avocado (China)
•  Antony Allen, The Avolution (Australia)

12:40-13:15
Logistics & Trade 
Workshops on cold chain logistics and fresh produce trade trends

13:30-14:30
Where to next in China?
China remains the consumption powerhouse in Asia, but an economic slowdown and demographic headwinds have raised questions over its growth trajectory. What does the future hold in the world’s biggest market for fresh fruit and vegetables? What potential is there to increase consumption? And what are the keys to unlocking growth opportunities in lower tier cities?