Big names to speak at Asiafruit Knowledge Center
Driscoll’s VP and GM Asia-Pacific, Jae Chun, and chief marketing officer Jiunn Shih; Cassie Howard, Sunkist Growers’ senior director of category management and marketing; and Dole China’s general manager commercial Leo Li are among the first round of speakers to be announced for Asiafruit Knowledge Center.
Powered by Asiafruit Magazine, Asiafruit Knowledge Center takes place on the ASIA FRUIT LOGISTICA show floor across all three days of the event on 2-4 September 2026. The dynamic content hub (located in Hall 3) offers a comprehensive program of expert-led talks, high-level panel discussions and product showcases. View the latest agenda here.
Asiafruit Knowledge Center features three content streams: Asiafruit Congress focuses on thought leadership and best business strategies for Asia, Asiafruit Business Forum delivers case studies and workshops for business success, while Asiafruit Showcase spotlights fresh produce business innovations from exhibitors.
Marketing to Asian consumers: taking on the FMCG brands
Asiafruit Congress opens with a high-powered panel discussion on marketing to Asian consumers. Asia is a brand-driven market, home to young, aspirational consumers eager to try new products. What are the most effective approaches to fresh produce marketing? How can fresh produce brands build emotional and cultural relevance? Carlo Magni of Forward Insight & Strategy sets the scene with expert analysis of the latest consumer trends. A panel of leading brand marketers then discusses the keys to success, including Jiunn Shih (Driscoll’s), Cassie Howard (Sunkist Growers), and Leo Li (Dole China).
Rockit Global’s GM of global marketing Julian Smith provides a case study on brand localization in the ensuing Asiafruit Business Forum session. He explains how the miniature snack apple brand is deepening market penetration in China through its new partnership with megastar Wang Yibo.
Finding solutions to the global shipping challenge
Logistics is also in focus on Day One at Asiafruit Congress, with the Global Coalition of Fresh Produce hosting a session on ‘Addressing the global shipping challenge’. Six years after Covid-19 rocked global supply chains, the fresh produce industry continues to face systemic volatility. How can the industry collaborate to improve transparency, fairness and efficiency in global fresh produce shipping? A high-level panel explores the way forward, with the Global Coalition outlining its proposed Charter of Good Practices. Speakers include Greg Palmer (Canadian Produce Marketing Association and chair of the Global Coalition of Fresh Produce), Steve Alaerts (Foodcareplus), Robert Mant (Kuehne and Nagel), Marc Evrard (Belgian Fruit Valley) and Werner van Rooyen (Fresh Produce Exporters’ Forum).
Berries, stonefruit and avocados in focus
Each day of Asiafruit Congress features a category spotlight session. On Day One, Driscoll’s Jae Chun and Costa Group’s George Jessett discuss what’s next for Asia’s berry boom. Stonefruit takes center stage on Day Two, with Hai Xuan Nguyen of Klever Fruit sharing insights into opportunities in Vietnam’s fast-emerging market. Day Three turns the focus to avocados, as Grace Shi of Mr Avocado and Antony Allen of The Avolution discuss Asia’s dynamic market landscape and the keys to category development.
On Day Two at Asiafruit Congress, Rijk Zwaan hosts a special session on boosting fruit and vegetable consumption in Asia chaired by the breeding company’s chain manager Jan Doldersum.
Ben Reilly of Steritech outlines irradiation’s role as a phytosanitary game changer for the fresh produce trade in an Asiafruit Business Forum session. Fresh produce analyst Hyojun Kim also unpacks the opportunities in the Korean market for global suppliers.
Where to next in China?
The final session of Asiafruit Congress on Day Three explores the future of the China market. China remains Asia’s consumption powerhouse, but an economic slowdown and demographic headwinds are raising questions about its growth trajectory. Tina Qin of Worldpanel by Numerator sets the scene, breaking down key demographic shifts and fresh produce consumer trends. She is joined by a panel of leading local distributors and exporters to China to discuss the keys to growth in a more challenging market environment.
Asiafruit Showcase spotlights innovations
At Asiafruit Showcase in Hall 5, exhibitors present the latest products, technologies and solutions. On Day One, Avocado Australia’s Flora Zhang discusses ‘Australian avocados – year-round supply on the global stage’, while Rijk Zwaan’s client manager, chain, Ma Xinyuan, presents ‘Beyond seeds: value chain services powering Asian agrifood collaboration – a sweet pepper focus’. A few speaker slots are still available at Asiafruit Showcase. Find out more and download the application form here.
Nuts and Dried Fruit and Frozen Fruit and Vegetables forums
The Nuts and Dried Fruit Forum (Day One) and the Frozen Fruit and Vegetables Forum (Day Two) also take place each afternoon at Asiafruit Showcase – exploring opportunities in these fast-developing sectors.
Linghuey Lee, regional sales manager of JWM Asia, opens the Frozen Fruit and Vegetables Forum with an overview of the market in Asia. Lee details the key consumption trends, supply chain challenges and market opportunities. Plus, she explains the value-added products JWM has been developing to capitalize on growing demand.
The Nuts and Dried Fruit Forum features a panel on the booming Indian market led by Mansi Ahuja of Ampro Marketing. Ahuja outlines the key categories, consumption trends and market opportunities, and she explains how innovative marketing and branding can drive consumer demand.
Both forums are followed by dedicated networking sessions, giving visitors direct access to expert insights, key buyers and suppliers, and new business opportunities in these fast-growing categories.
*All images courtesy of Asia Fruit Logistica.
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