Driven by innovation, Salix Fruits gears up for market expansion to Asia and the Middle East

With 15 years in the industry, Philadelphia-based fresh produce import and export company Salix Fruits has a strong foothold in its home turf, as well as growers in 18 countries and customers worldwide.

However, the company is looking beyond the borders of its current operations, arriving at Fruit Attraction 2025, with one primary mission: to widen its network of industry partners and stakeholders. 

From the conference floor in Madrid, Spain, Juan González Pita, Chief Operating Officer at Salix Fruits, told FreshFruitPortal.com about the company’s dynamic year. 

“We’ve been focusing on strengthening our programs with retailers and foodservice partners in the US and Europe, while at the same time expanding our sourcing base in the Southern Hemisphere,” he said. “For the last stretch of the year, our priority is to consolidate consistent supply for our customers and finish strong with citrus, grapes, and apples.”

The executive emphasized the importance of Fruit Attraction as a platform to reconnect with industry partners, meet new prospects, and showcase what Salix Fruits stands for. The company’s participation last year proved fruitful, resulting in more than 150 meetings with colleagues and clients. 

Unlocking new frontiers for Salix Fruits 

González Pita said the company is currently interested in expanding its operations to Asia and the Middle East. He considers these markets as “strategic destinations,” due to their growing demand for counter-seasonal fruit and their “appreciation for high-quality produce.” 

At the moment, networking won’t be enough to plant Salix’s flag in the east, as there are still some hurdles to overcome. 

“Once market access is unlocked, our goal is to establish long-term programs with reliable local partners, replicating the success we’ve achieved in North America and Europe,” González Pita explains.

Adding value through innovation

Salix’s calling card is not just comprised of its experience and expertise in the industry. The company also aimed to generate new business opportunities at Fruit Attraction 2025 by showcasing its advancements in both traceability and sustainability. 

“We’ve been investing in digital tools that give our customers full visibility of the supply chain—from orchard to destination—ensuring transparency and reliability,” said the exec. 

One of these tools is the Salix app, which provides direct access to the company’s fruit business. Buyers can use the platform to browse offers in real time from thousands of growers worldwide, while producers can place offers and connect with customers one-on-one.

“In terms of sustainability, we’re working closely with growers to implement practices that reduce the environmental footprint of our operations—from more efficient logistics to responsible packaging,” González Pita added. 

Looking ahead, the COO says Salix Fruits will focus on three main pillars: expanding its footprint in strategic markets, deepening its retail and foodservice programs, and continuing to invest in technology and sustainability. 

“Our vision is to remain a trusted partner for growers and customers worldwide while constantly adapting to a very dynamic global fruit market,” he concluded.

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