To propose a conference topic or to take part as a speaker or expert panelist in Asiafruit Congress 2017 please contact:

Chris White –
John Hey –

Tuesday 5 September 2017

07:30 - 09.00 – Delegate Registration

09:00 - 09:15 – Welcome to Asiafruit Congress 2017

09:15 - 10:30 – General Session 1

Fresh focus on food retail

­­Asiafruit takes a tour of the key trends and developments in fresh food retailing across Asia, tracking everything from shifts in consumer behaviour to new retail formats. What are the learnings for fresh produce marketers? How can they be applied?

10:30-11:30 – Networking Break


11:30-12:30 – General Session 2

Global brands for local consumers

Celebrating its 20th anniversary this year, Zespri has become an iconic brand in the international fresh produce business. How does the single-desk marketer make the global brand resonate with local consumers across diverse markets and demographics? How is Zespri bidding to take fresh produce marketing down the FMCG path to make a stronger emotional connection with consumers?

12:30-13:00 – Presentation of Asia Fruit Awards 2017

13:00-14:15 – Networking Lunch  

14:15-15:15 – Breakout Session 2

EU exporters: strategies for success in Asia

US and Southern Hemisphere producers have many years head-start on their European competitors in Asian markets, but EU exporting countries are working hard to make up ground. In this special session, expert speakers offer their advice on the best market entry and development strategies, while we also showcase some of the success stories.

14:15-15:15 – Breakout Session 1

Vietnam: Market Insight  

Vietnam is one of East Asia’s most dynamic emerging economies. In this market spotlight session, industry experts deliver an insight to the opportunities and challenges for fresh produce marketers.  

15:15-16:15 – Breakout Session 3

E-commerce goes B2B

E-commerce has already displayed its powers as a consumer-direct channel for Asia’s fresh produce business, but business-to-business (B2B) models look set to drive the next wave of e-commerce growth. This session examines the rise of B2B e-commerce. How is it going to change the fresh produce supply chain? How can suppliers and buyers best use this new channel?   



15:15-16:15 – Breakout Session 4

Canada: supplier spotlight

Canada is carving a niche as a supplier of high-value fruits such as cherries, blueberries and branded apples to Asia. But the North American nation has a great deal more potential to develop its supply role. Leading suppliers and procurement specialists give an insight to Canada’s offering and pinpoint its key opportunities and challenges.



16:15-17:00 – Asiafruit Congress Networking Break

17:00-18:00 – General Session 3

Mapping the new trade landscape

China is extending its global influence as a political and economic superpower, the US is charting a new trade course under the Trump administration while Russia continues its embargo on food imports from several Western countries. This session looks at the changing global trade landscape, and examines the implications for Asia’s fresh produce business.

18:15-20:00 – Asiafruit Congress & Asia Fruit Logistica Welcome Reception

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Winstone Chee, Walmart (China)

Winstone Chee is vice-president of fresh food merchandising for Walmart China. He joined Walmart from pan-Asia retailer Dairy Farm, where he spent 22 years working across a range of countries and positions. Born and raised in New Zealand, Winstone’s retail experience began at a young age when he worked part time in a supermarket while continuing his schooling. He worked for Woolworths Australia where he was involved in the early development of the national buying programme. He also spent two years with Coles in Australia, where he was general merchandise manager for the fruit category, helping to turn the business around.

Siebe Van Wijk, Fresh Studio (Vietnam)


Antonio Palanca, HiveXchange (Australia)

Tracy King, Xing Ye Yuan Group (China)

Tracy King is the international business CEO for Dalian Xing Ye Yuan, where he is focused on scaling up produce import and export programmes for the leading grower-packer of Chinese tree fruit. This role culminates nearly 40 years’ experience successfully doing business in China which began as a student at Peking University in 1980/81. King’s rich and varied produce industry career has been from a front row seat at the biggest events marking the globalisation of the fruit trade in Asia over the last four decades including stints at Oneonta Trading, the Washington Apple Commission and Sinclair Systems.

Michael Every, Rabobank (Hong Kong)

Michael Every is senior Asia-Pacific strategist for Rabobank. Based in Hong Kong, he analyses major developments in the Asia-Pacific region and contributes to various economic research publications for internal and external customers and to the media. Michael has more than 18 years of experience working as an economist and strategist. Before Rabobank, he was a director at Silk Road Associates, a strategy consultancy based in Bangkok. Prior to this, he was senior economist and fixed income strategist at the Royal Bank of Canada based in both London and Sydney. Michael holds a Masters Degree in Economics (with distinction) from University College London and speaks Thai.


Yoep Man, Sam's Club (China)


Marc Evrard, Belgian Fruit Valley (Belgium)

Paul Sheh, Hema Supermarket (China)

Paul Sheh is senior merchandising director for Hema Supermarket, a new online-to- offline (O2O) retailer which has opened ten stores in Shanghai. Paul joined Hema Supermarket earlier this year after spending fifteen years with Sam’s Club China, Walmart’s high-end membership-only warehouse club chain. Paul was merchandising director for Sam’s Club’s national fresh department, and prior to that merchandising director for Sam’s Club’s north region. He is a graduate of the Business School of Renmin University.

Filip Fontaine, BelOrta (Belgium)

Filip Fontaine is general manager of Belgian cooperative Belorta. As Belgium’s largest fruit and vegetable auctioneer, Belorta has a wide portfolio of fruit it markets domestically and internationally through its export partners. Filip has also served as an advisor on a number of auction projects in Shanghai since 2013. He is chairman of VDT, the association of fresh produce auction CEO’s in Belgium and the Netherlands, and also a board member of B3F, which focuses on breeding new apple-varieties.


Shirley Zhu, IGD (Singapore)

Shirley Zhu is programme director at global food and grocery analyst IGD. Shirley leads IGD’s research programme in the South East Asia region from IGD's Singapore office. She has extensive research experience in the FMCG industry and has helped many multinational and local clients achieve their strategic objectives. Her role with IGD involves strategic planning, expanding research coverage in Asia and supporting the group's members in the region.

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Jiunn Shih, Zespri International (Singapore) 

George Liu


George Liu is founder of Frutacloud, the Shanghai-based B2B online fruit company. After graduating from Northwestern University with a Master's Degree in Computer Science, George worked for both Amazon and Google, spearheading e-commerce and payment projects. In 2016 he established Frutacloud as a subsidiary of Kingo Fruits Group to serve emerging e-commerce and 'new retail' segments in China. Combining George's expertise in technology with Kingo's 30 years' experience in the fruit industry, Frutacloud has become a leading platform to procure, market and distribute fresh fruit from around the world to the China market.

Andy Zhang

Andy Zhang, Dole International (China)

Andy Zhang is commercial director of Dole China. He has around 20 years' experience in the fruit and vegetable retailing and FMCG industries, with particular strength in sourcing of perishable products. 

Jose Antonio Gomez, Camposol Trading (USA)