HALL 5
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
Fruit forward: branding and digital marketing in South-East Asia
The digital landscape in South-East Asia is transforming how people discover, evaluate, and buy fresh fruit. This session offers expert practical insights on consumer preferences, digital platforms, and shifting trends shaping South-East Asia’s fruit market. How can marketers navigate this landscape and build their brands?
• Ashwin Pillay, RedFern Digital (China)
11:00-11:45
Where next for Asia’s berry boom?
Asia’s berry category is expanding rapidly, both in terms of production and consumer demand. China’s blueberry boom has led the way. Now leading players are developing new supply origins and markets in the region. What are the key opportunities and challenges?
• Dani Geng, Joy WIng Mau Group (China)
• Peter McPherson, Costa Group (Australia)
• John Early, Fruitist (Spain)
12:00-13:00
China’s changing distribution landscape
Fresh fruit distribution is evolving rapidly in China. Port decentralisation is a key priority to cut congestion and boost efficiency. New routes to market are developing as demand grows from second- and third-tier cities. Industry experts discuss new cold chain investments and the changing distribution landscape. What are the learnings for other markets in Asia?
• Justin Chan, VX Cold Chain (China)
• Rahul Bagde, Zespri International (China)
13:15-13:45
Tech & Innovation
Packaging extends reach
Post-harvest technology that can preserve and extend the shelf-life of products is playing a key role to open up new commercial opportunities for the fresh produce business. This session looks at some of the latest advances.
• Ivo Tunchel, StePac (Brazil)
14:00-14:30
Presentation of Asia Fruit Awards 2025
Winners announced: meet the winners of Asia’s premier annual awards for the fresh produce business. Presented by Asia Fruit Logistica and Asiafruit Magazine.
15:00-16:00
Partner Content
International Fresh Produce Association education session
Supply chain of the future
The International Fresh Produce Association convenes one of its series of industry-driven, member-led collabathons to map out the supply chain of the future. These collaborative events, held across the globe, engage diverse stakeholders to identify pain points and co-create solutions.
• Steve Alaerts, Foodcareplus Logistics (Belgium)
