Asia ambitions: Brands, growth and ultra-quick retail

Colourful brands, larger than life stands and a dynamism not often felt in the UK industry where retail and supply relationships are often already well established. Asia Fruit Logistica, which took place in Hong Kong last week (3-5 September), hosted thousands of exhibitors and delegates, with a wide-ranging conference programme and showcase stage hosted by FPJ sister publiciatoin Asiafruit. A vast China pavilion dominated one of the two halls, with a similar presence in most conversations at the show, as suppliers and producer countries eye the country’s rapid urbanisation and consumer trends as a key export target.

Other markets, like Peru, Vietnam, the Netherlands and Chile were similarly well represented, while discussions in the conference forums centred on global opportunities in tropicals, frozen, dried fruit and nuts, among spotlights on emerging regions such as Indonesia.

Several UK exhibitors were present at the show, to expand exports to the region or meet existing customers, with a particular focus on collaborative relationships, premium products, sustainable packaging or varietal innovation. 

Hochfeld expands China business

UK fruit importer Hochfeld has expanded its China business through subsidiary Hiya Fruit with two new specialist product and sales managers, and a new contract to supply China-grown blueberries. Hiya Fruit, which operates out of Shanghai wholesale market, is now worth around 30 per cent of the Hochfeld business, with a multi-product portfolio and a particular focus on blueberries, citrus and pineapple. “At the moment, we’re just China focused,” says Hochfeld International MD, Martin O’Sullivan. “We have started supplying citrus into Vietnam as well. It’s about growth with the right growers and the right customers, working with people who want to be collaborative not just transactional.”

Packaging regs will drive shift to compostable packaging

New legislation in markets including Australia and Europe to crack down on single use plastic will drive adoption of compostable labels, despite a global slowdown in green investments. Managing director of labelling specialist Sinclair, Duncan Jones, said that while home composting rates remain relatively low, industrial composting in markets such as Scandinavia, Germany and the US is growing rapidly, driven by a rising demand for energy from anaerobic digestion. “Consumers are driving all of this, but the infrastructure needs to catch up. I think consumers are looking more to businesses than legislation to make change happen,” says Jones. “We’re ahead of the curve in some respects, which is a good place to be.”

LatAm companies eye Asia growth

Peru’s presence at Asia Fruit Logistica as partner country was maximised by trade commissioner to the region, Bernardo Muñoz, touting the country’s export ambition and logistics capabilities, including the new port at Chancay, at every opportunity. Elsewhere, Chilean cherries were a hot topic as a bumper crop has combined with a late Chinese New Year and a slowdown in the China economy, leading to fears of an oversupply. While targeting growth in Korea and Japan, Ecuadorean banana suppliers have welcomed a new Costco shipping route that will cut transit times between Guayaquil and Shanghai by ten days, to between 22 and 25 days.

Branding for dragonfruit roars into town 

A new dragonfruit brand developed by the variety management arm of New Zealand fruit heavyweights T&G, VentureFruit, was teased at the tropicals session at Asiafruit Congress. With visuals designed to emphasise the fruit’s flamboyant skin and flesh, the brand will be based on new varieties that are resistant to canker, with a strategy of quality, consumer messaging and learnings from the company’s expertise in apple brands like Envy and Jazz, according to business development manager, Kate James.

Frozen, dried fruit and nuts offer opportunities

Targeting peripheral markets such as frozen, dried fruit or nuts is a win-win for fresh suppliers to help extend availability and maximise Asia’s growing demand for healthy snacks, delegates at Asiafruit’s Showcase Stage heard. Major US avocado supplier Calavo is focusing on exports of its frozen guacamole and purees to Asia, while two speakers from India highlighted how the country is a major consumer of almonds and walnuts, which it doesn’t produce at scale. Indian consumers also favour the colour red, which is driving demand for dried cherries or cranberries.

Impact award for Rijk Zwaan recognises commitment to Asia 

Dutch seed breeder Rijk Zwaan emphasised flavour with a tasting by trained chef Fiona Kwok on its stand, who prepared three dishes including dressed lettuce with Szechuan shrimp and stuffed cherry tomatoes. The company also picked up the Impact Award at the Asia Fruit Awards 2025, for its investments in Asia to develop tailored products for markets including Vietnam, China and India. Elsewhere in the Netherlands delegation, Fabien Dumont of the fruit-growing cooperative FruitMasters sees major opportunities for the apple varieties Tessa and Bloss in China after Dutch apples gained market access to the country in May.

Vietnam and Peru brought visible presence 

Markets such as Vietnam had a colourful presence at the show, promoting tropical exports including lychee and dragonfruit. China and Latin American pavilions were central while delegates also reported a growing number of visitors from the Middle East.

China still market of choice as brands jostle for position 

Varietal trademarks versus ‘true’ branding was a frequent topic of discussion, as suppliers vie to be the next Zespri or Pink Lady. Suppliers continue to aim for the rapidly growing Chinese market, where branding is welcomed and retail is moving into ultra-quick 24-hour convenience, despite talk of the economic slowdown in the country. Royal Group, the biggest blueberry producer in Morocco, attended Asia Fruit Logistica for the first time in six years, mainly to promote its blueberry varieties to Chinese customers. Strategy director Tanguy Debiesse expressed his “strong belief” that Moroccan blueberries will be granted market access to China in the next few months, following six years of negotiations between the two countries’ governments.

Grape innovation on display

AMFresh-owned breeder Bloom Fresh spoke to FPJ about its innovative red-fleshed Boombites grape variety, which has been developed over the past 10 years with the aim of attracting new shoppers to the category through its health credentials and striking appearance. Meanwhile, US breeder Grapa spoke exclusively to FPJ about the launch of its new disruptor grape brand into M&S, as a testbed ahead of a global launch. Find the full story and round-up of new grape innovation in the next issue of FPJ, out in October.