Joy Wing Mau Group shines in Asia Fruit Logistica Fair 2025
From September 3 to 5, Joy Wing Mau Group shone at the Asia Fruit Logistica 2025 fair with an innovative booth themed “The Universe of Flowers and Fruits.”
The company stood out at the event for the signing of strategic agreements empowering the industry, vanguard-looking presentations, and an appreciation dinner that gathered partners from all parts of the world.
Fresh fruit from all over the world: A trendsetting booth
In this edition, the Joy Wing Mau Group joined the central theme “Maximizing Your Value in the Chinese Market” with a booth that combined eco-friendly, recyclable resin, natural floral arrangements, fresh fruits, and a sustainable vision, creating a “fruit grand stage” full of vitality.
The space showcased a grand display of the company’s strategic brands, including Joyvio Fruits and Joy Tree, along with fruits from its global reference partners, such as Zespri kiwis, Rockit apples, and ENVY apples, among others. The stand attracted numerous growers, brands, and leading global channels, generating multiple opportunities to connect and becoming a key window to showcase the vitality of the Chinese fruit market and its collaboration opportunities.
Joy Wing Mau Group's booth at Asia Fruit Logistica
Joy Wing Mau Group's booth at Asia Fruit Logistica showcased a wide range of displays featuring world-quality fruit.
Asia Fruit Logistica executives visit the Joy Wing Mau Group booth.
Deepening ties and collaboration
On the first day of Asia Fruit Logistica, Joy Wing Mau Group and New Zealand company VentureFruit held an exclusive authorization ceremony in China for the Tutti apple variety, the world’s first crop adapted to warm climates. Joy Wing Mau obtained exclusive rights for planting, selling, and distributing Tutti fruit in China.
Likewise, Joy Wing Mau Group signed its first strategic alliance with the Yangshan Peaches from Wuxi, integrating an intelligent and digitized supply chain for this emblematic product with an origin designation. This will enhance the standardization and brand development for local agriculture, bringing new dynamism to rural revitalization.
Joy Wing Mau Group announces a strategic partnership with Wuxi's Yangshan peaches
Towards a more sustainable future for worldwide fruit
As part of the 30th anniversary of Asiafruit Magazine, Joy Wing Mau Group, portrayed as an emblematic example of growth and a role model company in the publication's history, received great praise from Chris White, president of Asiafruit Group.
“China has driven Asia to become one of the most important fresh produce markets in the world," he said. "Joy Wing Mau Group has not only played a key role in the dynamic development of the markets in China and across Asia, but it has also provided valuable support to the growth of Asiafruit Magazine. It is an honor to witness and be part of the commercial achievements of Joy Wing Mau Group and the development of the Asian fruit industry.”
Joy Wing Mau Group was also invited to participate in the Asiafruit Congress, where it shared industry knowledge and practical experiences. Mu Xueping, General Manager of the International Purchasing Platform, analyzed the evolution of fruit trade in Asia over the past 30 years, sharing the company’s stable strategy and achievements in international fruit trade, and offering new ideas for the sustainable and quality development of Chinese fruit growing. Likewise, Geng Yaxiong, Director of the Blueberry Department, presented the Joyvio blueberry process, providing an in-depth analysis of the opportunities and challenges for the berry industry’s expansion in Asia and proposing sustainable solutions.
Mu Xueping, General Manager of the International Purchasing Platform and Geng Yaxiong, Director of the Blueberry Department share their experiences.
Together we create value: An evening at the port of Victoria
On the night of September 4th, Joy Wing Mau Group held its 2025 Global Partners Appreciation Dinner. The decoration combined paper art with the vibrant colors of fruit, evoking landscapes of Chinese mountains and rivers, creating an immersive experience under the theme “A fruit panorama like a painting, a shared future worldwide.” The event featured a message of shared prosperity and global harmony.
In his speech, Zhang Jian, President and CEO of Joy Wing Mau Group, expressed his sincere gratitude to global partners and emphasized that, in front of the challenges of the Chinese economy and market, it is essential for all parties to strengthen communication, cooperation, and collaboration to build a more efficient value chain. The global market volatility can only be faced through closer and more transparent cooperation, which is also the way toward a more sustainable, healthy, and long-term development. Mu Xueping, General Manager of the International Purchasing Platform, offered an in-depth analysis on the dinner’s subject, “Together, We Create Value,” while Li Lin, Vice President of the group, analyzed new market opportunities according to fruit consumption trends.
Zhang Jian, President and CEO of Joy Wing Mau Group
Representing the company's partners, Jiang Shijie, Chairman of Zespri Great China, and David Axiotis, CEO of Global Produce Events, the host of Asia Fruit Logistica, gave speeches in which they highly valued the cooperation with Joy Wing Mau Group and expressed great expectations for an even deeper collaboration in the future. At night, the event had a warm and enthusiastic atmosphere, consolidating a value platform based on consensus and cooperation for global key players in the fruit area.
Jiang Shijie, Chairman of Zespri Great China
David Axiotis, CEO of Global Produce Events, the host of Asia Fruit Logistica
With an outstanding, integral, and high-level performance, Joy Wing Mau Group shone at Asia Fruit Logistica 2025.
Looking ahead, the company will continue to encourage its global partners to maximize value in the Chinese market, establishing itself as the most reliable, valuable, and sustainable strategic ally, and working together towards high-quality global fruit development.
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