China Fruit Logistica powers into 2019

As China Fruit Logistica gears up for its second edition next May, Wilfried Wollbold, general manager of event organiser Global Produce Events (Shanghai), explains the momentum behind the new show.

China Fruit Logistica returns to Shanghai on 29-31 May 2019 following its highly successful launch earlier this year. Can you give us an overview of the visitor attendance in 2018?

Wilfried Wollbold: Our first China Fruit Logistica in 2018 made its mark in terms of high-quality trade visitors coming to see the premier edition. One key point of difference from existing events for the fruit sector in China was the establishment of a quality filter for trade visitors by asking them to pay a substantial entry fee to the trade show. What we offered for this entry fee was access to the trade show combined with a three-track conference programme – Fresh Produce Forum China – which was integrated to the show floor. This helped to attract over 2,000 best-in-class trade visitors who came prepared and highly focused on meeting our exhibitors and taking in the content programme on offer.

Over 80 per cent of the top-quality trade visitors and buyers came from China, and they came from every corner of the country spanning 25 different provinces. The strongest presence was from east China, south-central China and north China but there were visitors from much further a field, whether it be Liaoning province in the northeast, Shaanxi province in the northwest, or Yunnan province in the southwest.

Chinese attendees came from leading fresh produce retailers, the wholesale community and e-commerce companies. Further groups represented producers and partners across the value chain of China’s fresh produce business.

The inaugural edition in Shanghai also attracted strong interest from the international trade, with industry professionals from over 35 countries in attendance. We saw existing international partners from Fruit Logistica-brand events across the world came to assess the first event. Producer and exporter organisations looking to develop China as a key export destination came to visit from all continents around the world.

This year’s event attracted a strong attendance from across China’s food retail sector. Can you give us some insight to the key retail groups and channels represented among buyers?

Wilfried Wollbold: China Fruit Logistica aims to become the single best platform for producers to market fresh produce to all parts of the country. That means China Fruit Logistica will support its exhibitors in mastering the challenge of connecting with buyers from 33 different provinces, municipalities, autonomous regions and special administrative zones.

Our first edition did well on this front, attracting more than 20 top retail organisations with considerable national coverage. Foreign brand retailers attending included RT-Mart China, Tesco China, Auchan, Aeon, Vanguard, Walmart and Metro China. Other international retailers also came from recent entrants to the market such as Aldi China and Costco China.

National retailers in attendance included large groups such as Yonghui Supermarket as well as regional shopping malls and specialty fresh food retailers, such as Beijing Hua Guan Shopping Mall, Zhejiang Haludo Shopping Plaza, Xiamen Sungiven Foods Market, Hema Fresh and Pagoda among others.

We had a particularly strong attendance on the online retail side, reflecting this market’s highly competitive and vibrant e-tail channel, including Alibaba Group’s Yiguo and Tmall Fresh, JD.com, Miss Fresh, Chunbo, and Fields China or FreshFresh.com.

Alibaba Group’s supply chain management arm, Win-Chain, took a prime position at the exhibition, combining all its sourcing activities for affiliated online retail and associated offline entities as well as fresh produce procurement partnerships for domestic retail partners.

China Fruit Logistica also received buyer delegations from wholesale markets across the country including Guangzhou Jiangnan Fruit and Vegetable Wholesale Market; Beijing Xinfadi; Jiaxing Fruit Market; Shanghai Huizhan; Shanghai Agricultural Products Center; Longwu Import Fruit; Hubei Wuhan Guangxia Fruit; Hunan Hongqing or Yantai Fruit.

China Fruit Logistica’s sister event Asia Fruit Logistica continues to attract a growing number of Chinese trade visitors to Hong Kong. How does China Fruit Logistica differ from Asia Fruit Logistica in the profile and reach of Chinese visitors?

Wilfried Wollbold: Yes, Asia Fruit Logistica is well established as the leading pan-Asian platform for the fresh produce business. The brand awareness for Asia Fruit Logistica in China is high and it is the most trusted trade event that Chinese fruit businesses participate in every year.

A large share of our Chinese attendees in Hong Kong represents the import/export business as well as logistics service providers and facilitators of trade.

To Chinese importers and exporters alike, Hong Kong serves as a gateway to intra-Asia trade and to global sourcing and exporting. China is Asia’s largest trading partner and with this trade relation for both import and export of fresh fruit, Asia Fruit Logistica serves as the prime trading hub.

The attendee profile of China Fruit Logistica is clearly different from its Hong Kong sister show, with a large contingent of Chinese retail buyers coming from across supermarkets, hypermarkets, e-commerce, specialty food stores, convenience stores and wholesale businesses that need to source product readily available in China.

Overall, at Asia Fruit Logistica this year we have seen growth well above average from Chinese visitors.

How would you explain the unique benefits of attending China Fruit Logistica for domestic and international trade exhibitors respectively?

Wilfried Wollbold: For both groups – Chinese exhibitors and international exhibitors– the brand China Fruit Logistica provides a guarantee of best-quality business opportunities coupled with best content and networking connections.

At China Fruit Logistica 2018, exhibitors appreciated the high quality of trade visitors, with more than 94 per cent involved in the purchasing and procurement decisions of their companies.

Both groups – national and international exhibitors – aim to meet prospective new customers from established regions in China and more remote provinces that equally serve a large quality-conscious consumer base. At China Fruit Logistica, the key fresh produce buyers source for the supply of their national distribution systems.

China Fruit Logistica features a three-track event programme organised by ASIAFRUIT CHINA, which is part of Fruitnet Media International. What value does the event programme offer visitors?

Wilfried Wollbold: Fresh Produce Forum China offers the expertise of 40 curated international speakers providing strategic and practical insights for China’s fruit business.

The Fresh Produce Forum China conference programme is fully integrated into the trade show floor and thereby free to attend to all visitors and exhibitors.

Two stages offer curated content, with the Main Stage offering strategic insights into the fresh produce business in China and the Expert Stage providing practical workshops on technology, marketing, packaging and logistics.

The response of the audience in 2018 was excellent. This was reflected in the strong attendance right through last session ‘New Retail: what does it mean for the fresh produce business?’ which featured a panel of speakers including Zha Nan, senior researcher for 36Kr; Loren Zhao, co-founder of Fruitday; and Mike Li, general manager of fresh produce operations for JD.com.

The third content track is quick-fire video interviews with key figures in the business recorded in the Media Studio for people to access after the show.

The 2018 event attracted exhibitors from 12 different provinces across China, and from 19 different countries. What is your expectation for 2019? Can you give us a sneak preview to some of the companies that will be exhibiting at this year’s event?

Wilfried Wollbold: Many visitors came to see the first edition to determine the value of exhibiting in future. The feedback from visitor and exhibitor surveys showed China Fruit Logistica 2018 had so much to offer with its unique quality positioning that we can confidently expect many Chinese and international suppliers to exhibit in 2019.

On the international side, we expect to see quite a few new exhibitors from this year’s visiting industry professionals who came from over 35 countries and all continents. On the China side, the Fruit Logistica brand family communication has created clear awareness of the trusted event format we provide in Shanghai and we are confident of seeing new clients join by the end of this year.

As to returning exhibitors, we are pleased to welcome back best-in-class exhibitors. Some of the companies within China include Yunnan Lehui Farm Produce Co, a major grower-packer-distributor; Shandong apple-packer-shipper Yantai Quanyuan; importer-wholesaler-retailer Shanghai Supafresh Trading and net plastics company Pinghy Jianxin Extruded Net Packing Co from Zheijiang Province. Among international players, we have Australia’s Perfection Fresh, a leading grower-marketer; New Zealand’s BBC Technologies, which specialises in small fruit sorting; leading international seed breeder-marketer Rijk Zwaan; and Peru’s pavilion organised by the Economic and Commercial Office of Peru in Shanghai.

With the new dates, China Fruit Logistica is moving to a new venue in Shanghai – Shanghai World Expo Exhibition and Convention Center (SWEECC). Can you tell us about the venue, and the advantages it offers?

Wilfried Wollbold: The new venue on the Pudong side of Shanghai is an important improvement to support exhibitors with best logistics services to and inside the venue. The management of the venue is very professional and the support network around it is well-developed – they are experienced in handling perishables logistics from outside the country.

For our international partners looking at exhibiting in China, it’s also worth noting the longer lead time needed to prepare shipping documents for clearance of fresh products as exhibits. Even small quantities of produce not yet permitted for import to China can come in as temporary exhibits. We invite all interested readers to contact us for more details.

The Brand Family

FRUIT LOGISTICA, the leading global trade fair for the fresh produce business, takes place on 6-8 February 2019 at Berlin Expo Center City in Germany.

Following its highly successful launch last May, CHINA FRUIT LOGISTICA, China’s leading trade show for the fresh produce business, returns to Shanghai on 29-31 May 2019.

ASIA FRUIT LOGISTICA, the leading continental trade show for Asia’s fresh produce business, takes place on 4-6 September 2019 at Asia World-Expo in Hong Kong.

For more information, please visit http://www.chinafruitlogistica.cn

Media contact:

Susanne Tschenisch

Global PR Manager


Tel.: +49 (0)30 3038 2295

Messe Berlin GmbH

Messedamm 22

14055 Berlin



Gérald Lamusse

Wilfried Wollbold

Further information: www.chinafruitlogistica.cn/

Press Photo: www.chinafruitlogistica.cn/en/media/picture-media.html