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. 

• Greg Palmer, CPMA & Global Coalition of Fresh Produce (Canada)
• Robert Mant, Kuehne and Nagel (UK)
• Ling Ma, Goodfarmer Group (China)
• 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?

• Jae Chun, Driscoll’s (China)
• George Jessett, Costa Group (Australia)
• John Early, Fruitist (Spain)

14:30-15:00
IP protection in China: keys to success
China has made strides in the protection of IP varieties and brands, with several recent landmark legal wins for global fruit breeders and marketers. But illegal propagation, counterfeiting and infringement remain a challenge. How is the regulatory and legal environment changing? How can breeders and brand owners best protect their IP and enforce their rights? 

• Sunny Su, Lusheng Law Firm (China) 

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?  

• Rahul Badge, Zespri International (China)
• Brett Fifield, Hort Innovation (Australia)

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? 

•  Wayne Prowse, Fresh Intelligence Consulting (Australia) 
•  Elisa De Conto, DP World (Singapore) 
•  Sarah Man, Ocean Network Express (Hong Kong) 
•  Konna Mu, Joy Wing Mau Group (China) 

11:15-12:15
Boosting fruit and vegetable consumption in Asia: challenges and opportunities
Hosted by Rijk Zwaan 
Markets across Asia display great potential to grow fresh produce consumption, yet efforts to boost demand are often fragmented. How can the industry work collaboratively with key government bodies, health organisations, and retail partners to educate consumers and stimulate demand? And as producers grapple with rising input costs, how can the sector strengthen value perception and support consumers’ willingness to pay for higher-quality fruit and vegetables? 

•  Jan Doldersum, Rijk Zwaan (Netherlands) 
•  Mohammed Abbas, Del Monte Corporation (US) 
•  Peter Zhu, Pagoda (China)
•  Sumit Saran, SS Associates (India) 

12:30-13:00
Phyto irradiation: unlocking a faster, fresher future in trade 
Irradiation is emerging as a valuable biosecurity tool for the fresh produce industry, driven by suppliers such as Australia and Mexico. What role can this technology play in protecting international trade and facilitating new market access opportunities in an increasingly volatile global supply chain?

• Ben Reilly, Steritech (Australia) 

13:00-13:45
Leveraging livestreaming: a new marketing toolkit 
China has already demonstrated the power of livestreaming for fresh produce marketers. Now, the channel is gaining momentum in key markets across South-East Asia, offering cost-effective ways to showcase products, connect directly with consumers and drive impulse purchases. How is livestreaming evolving, and how can marketers make the most of the opportunities and tools it offers?

• Ryan Molloy, Redfern Digital (China) 
• Giang Nguyen, NZTE Vietnam (Vietnam) 

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? 

•  Juan Valverde, Hortifrut Genetics (Ireland) 
•  Rowan Little, Montague Farms (Australia)
•  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 business specialist (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
The maturing Australian playbook: what Australian retail reveals about the future of fresh produce demand in Asia   
As Asian grocery markets mature, consumer behaviour begins to change in predictable ways. Shoppers become more structured, price aware, and influenced by retail systems rather than impulse alone. Using data from Australia’s highly consolidated supermarket landscape, this session gives growers, exporters, and retailers a practical look at where those shifts lead, and what they mean for the future of fresh produce demand and consumer trends

•  Samrat Acharya, Binary Consulting (Australia)

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? 

• Hadi Abuseedo, Abuseedo Trading (United Arab Emirates)
• Mohammed Abbas, Del Monte Corporation (US)
• Marc Peyres, Blue Whale (France)

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)
• Hans Boyum, Westfalia Fruit (South Africa)
• Antony Allen, The Avolution (Australia)

12:40-13:15
Air-Land Fresh Lane: gateway to the Greater Bay Area
The Guangdong and Hong Kong governments collaborated with Hong Kong International Airport to launch the Air-Land Fresh Lane in 2025. By streamlining transshipment procedures, it has created a dedicated channel for importing fresh produce into the Greater Bay Area through HKIA and the Hong Kong-Zhuhai-Macau Bridge. This session explains the operational procedures and explores the commercial benefits.

•  Frank Yau, Cathay Cargo (Hong Kong)

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?  

• Tina Qin, Worldpanel China (China)
• Claudia Soler, Frutas de Chile Cherry Committee (Chile)
• Owen Zhang, Goodfarmer Group (China)