Fresh Perspectives: A Hall Tour of ASIA FRUIT LOGISTICA 2025

The buzz was palpable. Returning to Hong Kong for ASIA FRUIT LOGISTICA from 3-5 September 2025 felt like a homecoming for the global fresh produce industry. The event, which kicked off with a stunning Welcome Evening on 2 September, underlined its status as the premier trade platform for Asia’s fruit and vegetable business. According to the organisers, the show was a phenomenal success, bringing together over 14,000 trade visitors to meet with around 760 exhibitors from 43 different countries. As David Axiotis, managing director of the event's organiser Global Produce Events, put it, the engagement over the three days was phenomenal, with the sheer volume of new business opportunities exceeding all expectations.

The energy at ASIA FRUIT LOGISTICA 2025 was electric, with over 14,000 trade visitors from around the world.

THE EVER-GROWING GLOBAL ORCHARD

One of the first things I noticed was how the show floor felt more international than ever. This year, ASIA FRUIT LOGISTICA featured 26 national or regional pavilions, and it was especially exciting to see first-time pavilions from Japan, Israel, and Armenia, each offering a unique glimpse into their country's produce innovations. Peru was also in the spotlight as the Official Partner Country for this year’s event.

Organisers continue to evolve the format to keep things fresh. A great new addition was the First Timer Pavilion, which offered a high-visibility platform for nine companies from seven different countries making their debut at the show. As expected, China was the single-largest exhibiting country, with the US, Australia, Egypt, and New Zealand also having a massive presence.

An interesting feature of the Joy Wing Mau pavilion was its construction. The company noted that the structure, themed ‘Floral & Fruitful World’, was built using eco-friendly renewable resins, highlighting a commitment to integrating sustainability into its trade show presence.

Peru is working with neighboring countries like Colombia, Ecuador, and Brazil to make the most of Asia’s growing demand. With government support and new logistics infrastructure, Peru is positioning itself as a true hub for South American produce.

Lithuania makes its debut this year, alongside first-time exhibitors from Belgium, India, Kenya, Mexico, Morocco, the USA, and Vietnam.

KEY TRENDS ON THE SHOW FLOOR

Like every year, I was on the hunt for the key trends shaping the industry. This year did not disappoint, with several clear themes emerging from the show floor and the excellent speaker programme.

Beyond Fresh: New Categories Emerge

There was a definite move to spotlight fast-expanding sectors. For the first time, the event featured two new forums: the Frozen Fruit and Vegetables Forum and the Nuts & Dried Fruit Forum. These sessions gave visitors direct access to expert insights. I listened in on the Frozen Fruit and Vegetables Forum, where experts like Tan Sue Yee of Top Fruits and Fabian Garcia of Calavo shared their perspectives. The Nuts & Dried Fruit Forum was just as insightful, with leading suppliers like Pamela Graviet of the California Walnut Commission & Board sharing their knowledge.

Fabian Garcia from Calavo, speak at the Frozen Fruit Forum - touting the benefits of prepared avocado and guacamole.

Tech, Data, and a Resilient Cold Chain

Technology continues to be a driving force. At the Asiafruit Showcase, I attended a fascinating talk by Alfred Tew of IBA Industrial Asia Pacific, who discussed the benefits of irradiation food treatment technology. Another key topic was data's role in strengthening the supply chain. Copeland’s Kunnida Ponesatitpong explained how data can ‘supercharge’ cold chain resilience, a critical issue for everyone in the business.

Copeland's Kunnida Ponesatitpong presents on data solutions. Off-stage, the company is promoting supply chain sustainability through its GO GreenSense program, a free service that facilitates the proper recycling of used GO tracking devices and their lithium-ion batteries.

Sustainability with Impact

It's always heartening to see the industry's commitment to social responsibility. ASIA FRUIT LOGISTICA has been working with Feeding Hong Kong, a local food bank, since 2010.

Volunteers from Feeding Hong Kong pulled together and collected approximately 9 tonnes of delicious ‘still good to eat’ fruit and veg from the beautiful bounty of produce displayed by the vendors at the end of the exhibition. 

PAVILION HIGHLIGHTS & AWARD-WINNING STARS

With so much to see, navigating the halls was a marathon, but some exhibitors and events truly stood out. A real highlight was the ASIA FRUIT AWARDS 2025 ceremony, which took place at the Asiafruit Congress on 4 September. It’s always great to see innovation and hard work being recognized.

• Dole China won the Marketing Campaign of the Year Award for its creative Dole Banana 125th Anniversary campaign.

• The Importer of the Year Award went to leading Thai importer-distributor City Fresh Fruit.

• Central Retail Vietnam, a leading multi-format food retailer in Vietnam, took home the Produce Retailer of the Year Award.

• The Impact Award was presented to seed company Rijk Zwaan for its impressive investments in developing tailored products and solutions for the Asian market.

The ASIAFRUIT KNOWLEDGE CENTRE, powered by Asiafruit Magazine, was the dynamic content hub on the trade show floor. To mark the 30th anniversary of the magazine, the Asiafruit Congress opened with a high-powered panel looking at how the market has evolved and where it's heading next. Visitors could also grab the first copies of the Asiafruit Statistics Handbook 2025, an invaluable guide to trade trends across 12 different Asian markets.

Lina Jakutienė, founder of cargo claims recovery firm Recoupex, presented on the critical topic of handling payment disputes and unpaid invoices at the ASIAFRUIT KNOWLEDGE CENTRE.

NETWORKING FROM DUSK TILL DAWN

The opportunities to connect were endless. The show kicked off with the exclusive Welcome Evening at the Rosewood Hotel, where over 800 top industry professionals gathered for a night of networking against the breathtaking backdrop of Hong Kong’s harbour. The business and networking opportunities were further enhanced by the Retailer’s Club and Premium Buyers programme. With more than 300 top retail buyers and 800 premium buyers participating, the energy was electric. Over 100 speed-dating meetings were held, forging countless new business connections.

The Welcome Evening for ASIA FRUIT LOGISTICA provided a relaxed setting for industry professionals to connect.

An evening of networking with music, food, and wine.

And with that, another fantastic edition of ASIA FRUIT LOGISTICA comes to a close. But the conversation doesn't stop here. Many attendees are now heading to the CHINA MEET UP in Guangzhou on 8-9 September. Later in the year, the industry will connect Latin America with global buyers at the PERU MEET UP in Lima on 28-29 October.

I'm already marking my calendar for next year. ASIA FRUIT LOGISTICA will return to Hong Kong from 2-4 September 2026 at AsiaWorld-Expo. See you there!

ASIA FRUIT LOGISTICA 2026

Date: 2-4 September 2026

Venue: AsiaWorld-Expo, Hong Kong

Organizer: Global Produce Events (HK) Co Limited (a joint venture company owned by Messe Berlin GmbH, organiser of FRUIT LOGISTICA, and Fruitnet Media International GmbH)