Tuesday 4 September 2018

07:30 - 09.00 – Delegate Registration and NETWORKING BREAKFAST

09:00 - 09:30 – Welcome to Asiafruit Congress 2018

09:30 - 10:30 – Asiafruit Congress at 20: Asia’s two decades of change

­­Asiafruit Congress is 20 years old. Asiafruit looks at how Asia’s fresh produce business has changed. And we show how the Asia market is changing now.

10:30-11:30 – Networking Break


11:30-12:30 – Asiafruit Congress at 20: SUPPLYING ASIA'S FOOD RETAIL MARKET OF THE FUTURE

Food retail is changing in Asia. Larger store formats are under pressure as small and specialised stores gain ground. The blurring of online and offline retail is changing the way food is delivered. How will the Asian food retail market look in future? How are logistics and supply chains developing to meet retail demands? How must suppliers prepare?


13:00-14:15 – Networking Lunch

Sponsored by


14:15-15:15 – WORKSHOP 2


Traditional food retail is still massive in many Asian markets. How can marketers more effectively target these channels? And how can they make better marketing campaigns?


15:15-16:15 – WORKSHOP 4


Asia’s fresh convenience market has big growth potential. C-stores and juice bars are everywhere in Asia and ‘on-the-go’ sales are growing fast. How can fresh produce suppliers make more money from Asia’s convenience boom?

14:15-15:15 – WORKSHOP 1


Korea is now very attractive for global suppliers. It is a dynamic economy with lots of young consumers who have money to spend. Free trade agreements are opening up the market. Local experts highlight the big trends in Korea in this special workshop. 


15:15-16:15 – WORKSHOP 3


China is buying more oranges, there is more branding in easy peelers, the diet craze is lifting lemon sales. We look at the next big boom for citrus in Asia.  


16:15-17:00 – Networking Break


Asiafruit takes a tour of some of the key trends in Asia’s fresh produce trade, homing in on the fast-moving markets and the emerging products and supply sources. What are the pathways for future business success to 2030 in Asia’s fresh fruit and vegetable market?

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




Chris White

Managing Director, Fruitnet

Chris White is managing director of Fruitnet Media International, which publishes asiafruit, eurofruit, americafruit, produce plus, fresh produce journal and fruchthandel magazin. Fruitnet Media International was formed from the merger of Market Intelligence Limited and Wolf Media GmbH in 2015. Chris joined Market Intelligence in 1988, becoming the editor of eurofruit in 1992, launching asiafruit in 1995, and americafruit in 2000. Fruitnet Media International also organises conferences all over the world. Chris is a regular speaker at industry conferences worldwide. He lives and works in London.


noel shield, Joy Wing Mau Asia Holdings (japan)

Noel Shield is a 36-year industry veteran having spent the last 24 years living and working across several countries in Asia. He is currently chief executive and a shareholder at JWM Asia Holdings, part of the Joy Wing Mau Group – one of China’s largest fruit companies. Noel has extensive experience in the fruit industry across Asia from retail development, importing, wholesaling, marketing and brokerage. Outside the fruit industry Joy Wing Mau has been associated with projects across many other fields including logistics, corporate management, restructure and development projects.

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andy zhang, Win-Chain (CHINA)

Andy Zhang is the vice-president and general manager of fruit import business at Win-Chain – the fresh food supply chain management subsidiary of Alibaba Group. Andy has nearly 20 years of experience in global fresh produce procurement and retail. Before joining Win-Chain, he worked for various Fortune Global 500 companies including Dole.

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linda mills, Zespri International (SINGAPORE)

Linda Mills joined Zespri in 2009 and in her time has been responsible for Zespri’s market allocation and optimisation functions, as well as sales and operations planning. Linda is currently involved in market development and longer-term strategic demand planning. She took on a new executive position of chief market performance officer in January this year and is responsible for sales and overall global market performance. Prior to joining Zespri, Linda worked in the kiwifruit industry for over 19 years from the grading line all the way to general manager of the G6 Kiwi Supply Group.

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JongKyu Jang, Latitude (Korea)

Jongkyu Jang is director of Seoul-based consultancy Latitude. The company provides efficient and innovative in-market presence for companies looking to initiate or significantly develop their place in the Korean market. Latitude has played a role in the recent avocado boom in Korea and represented many other fresh and processed foods. Including his five years at Latitude, Jongkyu has twelve years of professional experience in various industries including management roles with leading Korea dairy company, Korea Yakult.

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jasper ong, easy fruits (singapore)

Jasper Ong founded Easyfruits in 2017 to create greater accessibility to fresh fruit through a ready-to-eat concept with the aim of increasing consumption, especially among younger consumers. The company started out supplying one pilot store and after less than nine months, Easyfruits products are now available in more than 180 7-Eleven stores in Singapore, with plans to expand to all 500 stores in 2019. Jasper ventured into the fresh fruit business 12 years ago, and has since set up multiple food factories in both Singapore and Myanmar. He has introduced innovative food concepts to market and fostered export relations with over 25 countries globally.

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John Carter, Limoneira (United States)

John Carter is the global sales director for Limoneira, a leading international agribusiness. As part of Limoneira’s One World of Citrus model, John and the One World of Citrus sales team develop and implement global sales strategies and advance market growth opportunities. The programme is conducted with a focus on providing a year-round multi-market, multi-source network that connects the customer to the tree and delivers superior supply chain value. John began working with Limoneira in 2010. Prior to this role, he worked with SunOpta Fruit Group and Chiquita Brands in sales, marketing, and management.

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tal amit, Plants Production and Marketing Board of Israel (israel)

Tal Amit is the citrus division manager at the Plants Production and Marketing Board of Israel. He has previously held roles with Israel’s Ministry of Agriculture and the Citrus Marketing Board of Israel. Over a career spanning almost 40 years in the fresh produce industry, Tal has played a pivotal role in establishing the of Geographical Information System for the Israeli citrus Industry. He has also been involved in the development and management of the Israeli citrus varieties improvement programme.


mette knudsen, 

Knudsen & Co (china)

Mette Knudsen is founder of the business consulting company, Knudsen&Co, and managing director of the certification and regulatory compliance team, KnudsenCRC. During the last decade, Mette has been involved in more than 200 international companies’ market entry into China. Knudsen&Co assists with all aspects of retail sales and e-commerce, including consumer and market research, market entry strategy, risk analysis, government relations, social media, and partner search. Mette was first station in China as commercial consul for the Danish Government.


John Hey

Editor, Asiafruit

John Hey is editorial director, Asia, at Fruitnet Media International and editor of asiafruit, the international marketing magazine for the fresh produce business in Asia. In 2003, John set up Fruitnet Media International’s Asia-Pacific office (Market Intelligence Asia) in Melbourne, where he is based. John manages the programmes for major industry events including Asiafruit Congress and Fresh Produce India.

shirley zhu, igd (singapore)

Shirley Zhu is programme director at global grocery retail analyst IGD.  Shirley leads IGD Asia's research team in its 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 company’s members in the region.


patrick vizzone, anz bank (hong kong)

Patrick Vizzone is  international head of food, beverage and agribusiness for institutional banking at ANZ, and is responsible for leading the sector across Asia, North America, and Europe. Patrick has a wealth of experience in corporate and investment leadership positions in the food and agribusiness sector and has been a resident of China since 1994. He is a long-standing member of the board of directors of COFCO’s China Agri-Industries Holdings, which is one of China's largest food and agribusiness enterprises. Patrick also chairs the global development committee for PMA.


KH Kang, Del monte fresh produce KOREA (korea)

KH Kang is general manager of Del Monte Fresh Produce Korea. He has 28 years' experience in sales and marketing, and setting up infrastructure for distribution centres for fresh fruit sales and logistics. KH introduced a range of fresh-cut products to the Korean market in 2017, which have been well-received by supermarkets and consumers. KH joined Del Monte in 1993 and was promoted to his current position in 1996. He played a pioneering role in banana marketing, being the first to introduce the Pressurised Ripening System into Korea in 2002.

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Sumit Saran, ss associates (india)

Sumit Saran is Director of SS Associates, a food marketing consulting firm based in New Delhi, India. The firm represents the Washington Apple Commission and Pear Bureau Northwest in India and is involved in promotion of Washington Apples, USA Pears, and the launching of Chilean kiwifruit in the high-growth Indian market. Sumit has over 20 years’ experience in promoting international food products in India. He regularly advises local wholesalers and retailers on issues of retail merchandising, cold chain management, and ways to overcome the fragmented supply chain. 

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Anne Marie Schoevaars,

enza zaden (the netherlands)

Anne Marie Schoevaars joined Enza Zaden in 2004 as postharvest researcher consecutively in France, California, and the Netherlands. She attended courses in postharvest and sensory at UC Davis and Campden BRI. Over the years, she has developed intensive collaborations with major players in the food, processing, and academic sectors. Using her experience and PhD in Chemistry, Anne Marie supports the postharvest department examining taste, shelf-life, freshness, fresh-cut quality, and nutrition.

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Neil barker, BGP International (australia)

Neil Barker is managing director of BGP International. The Melbourne-based company markets leading brands from Australia, Egypt, California, Pakistan, Turkey, and South Africa, with offices in Australia, California, India and Egypt. The business is focused on year-round supply of citrus, grapes, stonefruit and vegetables to markets throughout Asia, India and the Middle East. Neil has also played an active role in citrus industry committees aimed at ensuring viable and sustainable citrus growing.

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Thomas Padilla,

mission produce (us)

Thomas Padilla, director of Asia sales at Mission Produce, has over 15 years experience in the produce and foodservice industry.  For the last eight years he has been with Mission developing the avocado market in Asia. Thomas was a part of the team that opened up the first Ripe Center in China for Mr. Avocado and is now working to open a second in South China. He has spent several years traveling throughout Asia educating wholesalers and retailers on how to manage a successful avocado program.


Mike Knowles

Editor, Eurofruit

Mike Knowles is editorial director, Europe, at Fruitnet Media International and editor of eurofruit, the leading magazine for fresh produce buyers in Europe. He also produces major industry events including Global Berry Congress, Fruitnet World of Fresh Ideas and Fruitnet Forum South-East Europe.


bill young, stemilt (US)

Bill Young is senior export account manager at Stemilt  with responsability for the India, China and Hong Kongs Markets. His career began in 1983, and in 1987 Bill accepted a role at Stemilt, where he has been ever since. Bill’s experience stems from administrative support to senior management across product lines including apples, pears, and cherries. In 1991 he began handling exports to South East Asia, and by 1993 coordinated direct exports to all approachable markets. Over the last 25 seasons Bill has had direct sales and marketing experience in 24 different countries.

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Hernán Garcés,

 Forever Fresh Asia (CHINA)

Hernan Garces, director at major Chilean cherry grower-packer-marketer San Francisco Lo Garces (SFLG), is also the manager of Forever Fresh Asia, the company joint venture in China with Peruvian table grape exporter Verfrut.  The two companies have a partnership in the US, Forever Fresh, which Hernan managed from 2013 before moving to China to set up an office for SFLG. His life in the fresh produce industry started at the family farm in San Francisco de Mostazal, Chile,  and took him to Los Angeles and Philadelphia before he relocated with his young family to Shanghai.

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Joon Hong Choi,

soo ii commerce (korea)

Joon Hong Choi is managing director of Soo Il Commerce, one of Korea's leading fresh fruit importers, which was established in 1989. As well as being Zespri and Sunkist’s partner in Korea, Soo Il Commerce is and the country’s leading avocado importer, with a 50 per cent market share.

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Hendry  Sim, Laris Manis Utama (indonesia)

Hendry Sim is vice director of Laris Manis Utama, one of the Indonesia's leading fresh fruit importer-exporter-distributors.The company, formed in 1996, has developed partners in six continents to supply fresh fruit all over the Indonesian archipelago; one of the largest distribution areas in the world. Its customers range from traditional market wholesalers to large hypermarkets or small boutique fruit shops.

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Chris Groot, enza zaden

(the netherlands)

Chris Groot is produce chain manager at Enza Zaden. Over the past ten years, Chris has guided the introduction of several Enza Zaden product innovations into the international fresh produce chain, from grower to retailer. His global view, experience, and trade marketing background, allows him to consult the chain partners on the highest level. Thinking ‘out of the box’ is a quality of Chris’ that enables him to translate ideas into realistic plans and concepts for the market.

charles chan, igd (singapore)

Charles Chan is senior analyst at global grocery analyst IGD and is responsible for tracking the latest industry trends across Asia. Charles specialises in convenience, food-to-go and fresh sectors, and has vast experience in delivering presentations and training to major companies and retailers within the food industry.

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Juan Puchades, bollo (spain)

Juan Puchades is general management of Bollo Brasil, a leading fruit production and commercialisation company. He also serves as general coordinator of overseas exports and maritime logistics of Bollo International. Juan has worked on several citrus improvement projects through the Valencian Institute of Agrarian Research and holds a Masters in Citriculture from Polytechnic University of Valencia.


Siebe van Wijk,

fresh studio (vietnam)

Siebe van Wijk is the founder and owner of Vietnam-based companies Fresh Studio and The Fruit Republic, giving her a wealth of experience in the fresh produce sector. Over the past ten years, Fresh Studio has developed into a leading consulting and R&D firm for the sourcing and marketing of sustainable foods. The company has four offices in Vietnam, one office in Myanmar, three applied R&D farms and one consumer FoodLab. Seibe’s other venture, The Fruit Republic, is one of Vietnam's largest fruit companies, with unique year-round exotic fruit production programmes backed by GlobalGAP, and organic certification.

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