Kiwifruit marketer Zespri, Malaysian fruit importer Chop Tong Guan and Thai food retailer Tops/Central Food Retail have been unveiled as the winners of the inaugural Asia Fruit Awards in a special joint Asiafruit Congress/Asia Fruit Logistica ceremony in Hong Kong.
Asia Fruit Logistica, Asia’s leading fresh fruit and vegetable trade show, joined forces with the industry’s premier publication Asiafruit Magazine to launch the annual Asia Fruit Awards at the Asiafruit Congress/Asia Fruit Logistica welcome reception. With the awards celebrating excellence and progress in Asia’s fresh fruit and vegetable business.
The Asia Fruit Award was given in three categories – ‘Marketing Campaign of the Year’, ‘Importer of the Year’ and ‘Produce Retailer of the Year’.
Marketing
Kiwifruit marketer Zespri won the Marketing Campaign of the Year Award in recognition of the quality of its marketing programmes throughout Asia.
Zespri was chosen for its success in building its brand profile and loyalty among customers and consumers throughout Asia. With core messages focused on the quality, taste and nutritional benefits of its kiwifruit, the company was recognised for adapting those messages to diverse markets and conveying them effectively to consumers via a range of media in a fun way.
Its use of social media and school education programmes to engage consumers in China was also singled out as an example of its innovative activities.
Accepting the award, Zespri’s president of global sales and marketing Daniel Mathieson said the company was “delighted and honoured” to receive the accolade, and he praised Zespri’s Asia-based marketing teams on their work in cementing the Zespri brand in Asia.
“Asia is a demanding place to get your product recognised and build consumer loyalty, particularly when you’re operating in a hugely competitive and crowded fresh produce space,” said Mathieson.
Importer
The Importer of the Year Award went to Malaysian company Chop Tong Guan, with the Penang-based group recognised for its success in expanding its operations and developing a distribution network across Peninsular Malaysia.
Introducing the winner, Asiafruit Magazine editor John Hey said Chop Tong Guan’s investments to maintain cold chain, food safety and traceability standards had helped it to become a key supplier to international retailers, and it had taken the initiative to understand and meet their requirements.
Chop Tong Guan’s director Koay Swee Aik accepted the award: “I am really delighted to receive this award as it reaffirms our business principles, our team’s dedication and our partners’ trust in us as a leading organisation,” he said. “It further motivates us in our relentless efforts to upgrade our operations and strengthen our partnerships with suppliers and clientele.”
Produce retailer
Leading Thai food retailer Tops/Central Food Retail scooped the Produce Retailer of the Year Award in recognition of the outstanding fresh produce offering of its Central Food Hall and Tops Market formats in particular.
Hey explained that the retailer's high-end formats set new standards for sophistication and in-store theatre, adding that its product range was very impressive.
Tops/Central Food Retail’s empowerment of its produce managers and engagement of active in-store sellers were also cited as a key to its produce retailing excellence, while its strategic approach to marketing and brand-building was acknowledged.
President of Central Food Retail, Alistair Charles Taylor, was at the reception with the group’s produce executive team to accept the award. “It’s a great honour to win this prestigious award,” said Taylor. “Our achievements in fresh produce would not have been possible without all the efforts of our produce managers and the loyal support of our suppliers.”
The three winners of the Asia Fruit Awards were presented with their trophies and certificates by Gérald Lamusse, managing director of Asia Fruit Logistica organiser Global Produce Events, and Chris White, managing director of Market Intelligence, which publishes Asiafruit Magazine and organises the Asiafruit Congress.
Earlier in the day, Asiafruit Congress delegates were addressed by a range of high-profile speakers on the hot topics in Asia’s fresh produce business. Speakers included Patrick Vizzone of National Australia Bank, who discussed ‘Investing in an Asian future’, Des O’Rourke of US-based Belrose, who provided expert analysis on ‘Measuring Asia’s market potential’ and Edward YM Zhu of CHIC Group Global, who spoke in the session ‘China and India: understanding the market superpowers’.
Asia Fruit Logistica, which opens its doors from 4-6 September, is expecting a record 6,000 trade visitors from 60 different countries. Those visitors will find a show that is bigger than ever, with some 370 exhibitors from 37 different countries registered to take part in the trade fair.
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