IFPA shines spotlight on building global networks at Asia Fruit Logistica

September 23, 2024

The International Fresh Produce Association Australia-New Zealand (IFPA A-NZ) is focused on networking as a critical element to the growth and success of the global fresh produce supply chain following a successful presence at Asia Fruit Logistica in Hong Kong last week.

The inaugural networking reception coupled with an education component came four years after the global pandemic shut down opportunities for Australian and New Zealand exporters to engage face-to-face with connections in new and emerging lucrative global markets.

IFPA managing director A-NZ Ben Hoodless said more than 100 members from the IFPA global community attended the IFPA Global Fresh Connections Reception held at Hort Innovation Australia’s Grown in Good Nature Australia pavilion.

“The industry’s appetite for networking opportunities and building new relationships is hugely valuable for exporters to make new connections and do business with global importers and retailers who want more fresh produce from Australia and New Zealand. Brand Australia and New Zealand appears to have substantial interest and demand,” Mr Hoodless said.

Reception attendees from across the supply chain included representatives from the Australian Trade and Investment Commission (Austrade), marketing companies, grower-exporters, wholesalers, technology providers and industry associations such as AUSVEG, Citrus Australia, Avocados Australia and Hort Innovation. Hort Innovation’s board chair Julie Bird and Ben Hoodless welcomed the crowd.

Special guest attendees from the IFPA global business were newly appointed vice president of global industry relations Jess Keller who also presented an education session and Rijk Zwaan manager, chain and retail Jan Doldersum who recently joined the IFPA global board.

“IFPA both globally and in Australia and New Zealand plays a facilitation role for our members seeking to do or grow business in the region through export. It’s about connecting exporting growers with interested parties and highlighting the significant demand for Australian and New Zealand produce in the Asian market."

Four people smiling and holding drinks stand in front of a large screen displaying "WE ALL". The group is at an indoor event, with various signs and booths visible in the background. The atmosphere appears lively and social. — Networking reception attendees from left, IFPA A-NZ chair Richard Byllardt, Hort Innovation's chair Julie Bird, IFPA A-NZ's Tim Withers, and Radford Software's Royce Sharplin. Click to download image.

"We have a growing presence and membership in Asia and are already highly engaged with Asia Fruit Logistica and key supply chain proponents in the region. However, given our proximity to Asia, there’s an opportunity for us to further develop membership in the region, and expand our programs to further create a vibrant future for our industry,” Mr Hoodless said.

The reception was an opportunity to showcase Australian fresh produce including sushi featuring Perfection Fresh Qukes baby cucumbers and avocados, frushi – mixed fruit and sushi – featuring Perfection Fresh strawberries, Seeka Australia green kiwifruit and mixologist-created cocktails featuring strawberries and kiwifruit from both companies.

Leading producer and exporter, Premier Fresh Australia also supplied Australian-grown citrus from its newly launched Emu Citrus brand for juice sampling at the pavilion.

Premier Fresh Australia executive general manager – avocados, citrus, grapes, international and stone fruit Frank Frappa said the exposure for the premium Emu Citrus brand – launched less than two months ago – was invaluable.

“It was fantastic for people walking past the pavilion to see our export brand displayed and taste our Australian citrus. The emu name and visuals resonated as special and different for a clientele more accustomed to seeing other Australian animals in branding. Drawing from the concept that the emu never runs backwards, we’ve taken positive steps forward in gaining traction in the region,” Mr Frappa said.

In another highlight for Premier Fresh Australia, the business was awarded the Most Promising Supplier 2024 from Asian retail business Pagoda at the event.

A bustling trade show floor with attendees gathered around a booth featuring fruit beverages. Two presenters serve drinks to visitors. The backdrop includes a Costa sign, an Australia sign, and various fruit displays, with people conversing and networking. — The reception offered IFPA A-NZ members the chance to meet and develop business interest in Asia while showcasing Australian produce. Click to download image.

Education sessions address opportunities, insights, trends

IFPA A-NZ also hosted three education sessions at the event's Knowledge Centre. Sessions covered the topics “Global fresh produce trade flows in Asian markets” introduced by the IFPA’s Patrick Vizzone and presented by IFPA vice president of global industry relations, Jess Keller who discussed trade flows and relevant consumer trends, “Produce marketing and merchandising global insights” – a panel discussion moderated by Ben Hoodless, and featuring a panel of experts sharing their insights on marketing fresh produce - Adele Ackermann, marketing manager, Clemengold International; Felicia Tao, country commercial director, DFI Retail Group; Patrick Vizzone, IFPA; and Claudia Soler, executive director of the Chilean Fruit Cherries Committee. A third session on “Produce Marketing and Merchandising Focus on Asian Markets” featured Adele Ackermann, marketing manager, Clemengold International; Felicia Tao, country commercial director, DFI Retail Group and Patrick Vizzone, IFPA.

Expanded networking role in 2025

Mr Hoodless said the IFPA A-NZ team was excited about delivering future events and connection opportunities for members with exclusive member events in plan for Asia in 2025.

The IFPA A-NZ will next host a welcome reception for Australian and New Zealand members at the upcoming global leading industry event - IFPA Global Produce and Floral Show in Atlanta, Georgia in the United States on October 17. It will be held at the SkyLounge at The Glenn Hotel from 8pm. In November, it will host a New Zealand networking event at the key growing region of Tauranga.

Asia Fruit Logistica is the leading fresh produce exhibition in Asia. It covers the global fresh produce industry value chain and showcases the latest, innovative products and ideas and offers delegates the opportunity to develop new business, make new top-level contacts, and gather essential market information on every aspect of the fresh produce trade throughout the Asian region. Some 13,000 buyers and traders from 42 countries and regions attended the 2024 event organised by Global Produce Events (HK) Co Limited.

**IFPA managing director A-NZ Ben Hoodless**

Five individuals participate in a panel discussion on a stage during the Asiafruit Business Forum. Behind them, a large display screen lists workshop details, sponsors, and schedules. The venue is well-lit, and several banners are visible in the background. — **IFPA managing director A-NZ Ben Hoodless**

IFPA shines spotlight on building global networks at Asia Fruit Logistica

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