NEWS

Asia Fruit Logistica 2019

hong kong asia fruit logistica

Whilst smaller in scale and attendance than the original Berlin exhibition, Asia Fruit Logistica is quietly building a more collegiate network of exporters in Southern Hemisphere regions who see the obvious and exciting opportunities of exporting fruit to Asia.

The democracy protests cast a shadow over Hong Kong in the weeks leading into the fruit fair. The reality was far less disruptive. In fact, Asia Fruit Logistica emerged with a far more engaged delegation of importers and retailers. The ‘Tyre Kickers’ stayed away, leaving those prepared to do real business and have meaningful discussions with exporters and variety owners more space and time to engage with exporters.

Leading into the 3 days of the fair, Pink Lady Development (PLD) again took the opportunity to conduct roundtable discussions with key stakeholders and exporters from the Pink Lady program on initiatives such as the Selective Markets Supply Program (SMSP) aimed at adding export volume to emerging markets such as those in Asia. With the expansion of the reach of global retailers and retailers requirements of 365 distribution for varieties and produce brands in produce, these global networking opportunities with partners have become more and more important for many participants.

The Pink Lady stand itself was a high quality design and build which adds to the important premium representation of the brand – a key to its ongoing success – as well as demonstrating the professional marketing and brand development skills of APAL as brand owner. This is encouraging to importers wishing to build their business with Pink Lady branded apples.

The importance of Asia Fruit Logistica will continue for Pink Lady as we continue to build our market share in the region. APAL and their European Trademark Master Licensee Starfruits, through PLD, have made great inroads in 2019 during the Southern Hemisphere supply season to bring more product and brand activity to the region, with shipments up more than 120% v 2018. The growth curve should see Asia overtake all other territories outside Europe as the #1 market for Pink Lady branded supply by 2020. We look forward to sharing those results soon.

About the Author:

Head of Commercial & Brand Development, Apple and Pear Australia Limited

cchester@apal.org.au