Asia Fruit Logistica’s SE Asia Meet Up 2026 brings global fresh produce industry to Bangkok
Asia Fruit Logistica (AFL), the continent’s leading fresh produce trade show, announced the successful conclusion of its SE Asia Meet Up 2026, held on May 18 and 19 May in Bangkok.
The exclusive conference and networking event brought together around 250 senior decision-makers from more than 30 different countries, reinforcing the region's growing importance as a hub for the global fresh produce industry.
The event was co-organized with Fruitnet, AFL’s Knowledge Partner, in collaboration with the Myanmar Avocado Producer and Exporter Association (MAVO), Myanmar Fruit, Flower and Vegetable Producer and Exporter Association (MFVP), Thai Agricultural Wholesale Market Association (TAWMA), and The Philippine Exporters Confederation (PHILEXPORT).
Dynamic consumer markets drive fresh produce growth
Curated by Asiafruit Magazine, the conference program opened with a welcome address from Rapibhat Chandarasrivongs, Director-General of Thailand’s Department of Agriculture, who underscored the region’s significance in global fresh produce trade.
“Southeast Asia has emerged as one of the most dynamic regions for fresh produce production, trade logistics and innovations,” he said.
Research from Forward Insight & Strategy highlighted the region’s 700 million population and its younger demographic profile, with millennials and Gen Z driving category growth through health, wellness, and premium purchasing behavior.
Brands were encouraged to engage early with younger consumers and build long-term relationships through targeted marketing and education.
Digital commerce is reshaping the fresh produce landscape
Speakers noted that three in five consumers in the region now shop online, with over 60 percent of all transactions in the region now digital.
Content commerce is generating an estimated $49.7 billion (32 percent of platform gross merchandise value), driven by TikTok Shop and Shopee’s ongoing investment in livestreaming. While e-commerce penetration for fresh produce remains below five percent, the retailer-led shift online is accelerating rapidly across the region.
Tropical fruit trade and new origins in focus
The afternoon sessions explored the continent's booming tropical fruit trade, with China’s banana and durian imports growing by 15 percent and 20 percent, respectively, in 2025.
Speakers also highlighted Latin American suppliers’ growing push into regional markets, as well as the challenges and opportunities facing Philippine banana exporters amid ongoing geopolitical pressures and disease concerns.
Berries: Southeast Asia’s next frontier
The final session examined the fast-emerging berry category, with China’s blueberry exports growing at an average of 160 percent over the past three years.
New production operations in Laos, including Costa’s pioneering growing project at altitudes above 1,000 meters, were highlighted as a key development positioning the region as a strategic export hub for the region's fast-evolving berry market.
AFL DP World Fresh Produce Golf Cup
The Meet Up was preceded by the AFL DP World Fresh Produce Golf Cup on May 17, welcoming delegates from over 20 countries for networking and connection ahead of the main conference.
Industry Study Tour offers first-hand market insights
The event concluded on May 19 with an Industry Study Tour of Thailand’s fresh produce supply chain.
Around 80 participants visited Talaad Thai Market, the region's largest wholesale market, alongside leading retail formats including Makro, Lotus’s, and Tops Food Hall, gaining first-hand insights into Thailand’s sophisticated consumer market and engaging directly with senior retail buyers.
SE ASIA Meet Up set to return in 2027
“Southeast Asia continues to present enormous opportunities for the fresh produce industry,” said David Axiotis, Managing Director of Global Produce Events, AFL organizer. “The energy and quality of engagement at this year’s SE ASIA Meet Up reflect the region’s growing appetite for knowledge, connection, and collaboration.”
Building on this success, AFL is thrilled to announce that the SE Asia Meet Up will return in 2027 on May 10 and 11 in Thailand, with further details to be released in due course.
*All images courtesy of AFL.
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