Asia Fruit Logistica's 16th edition was on September 6 to 8. Flanders' Agricultural Marketing Board (VLAM) was again present with a Belgian delegation to assess the Asian market's potential. This Asian counterpart to Fruit Logistica was held in Hong Kong again after a once-off edition in Bangkok in 2022.
However, the trade show's third and final day was literally and figuratively in deep water. It was canceled due to heavy rain and flooding. "That was, of course, a great pity, and our heart goes out to the locals. We were nevertheless delighted with how the event went," begins VLAM's Nele Van Avermaet.
International visitors
After last year's diverted edition and canceled editions in 2020 and 2021, it was the first time this trade fair was held in Hong Kong since 2019. The exhibitors were, thus, very enthusiastic, which translated into 24 national and regional pavilions. In total, there were more than 700 exhibitors from 43 countries and regions. "It was back to business as usual, and there seems to be plenty of interest."
"Last year's edition in Bangkok was slightly less convenient for many. For us, too, because little to no Belgian products can enter Thailand. We, therefore, couldn't present products at our booth. So, the event's return to Hong Kong was very well-received. It's undoubtedly the true gateway to China, which makes it more interesting for companies. I think the numbers also reflect that," says Nele.
Day three's cancelation did affect those visitor numbers, which were extremely high on the other two days. But, after day two, there had already been +17,000 visitors, 30% more than during the last 'full' edition in 2019.
Belgian products are popular
The VLAM stand was clad out, focusing on Conference pears and chicory. "The stars of the show: appetizers with Belgian fruits and vegetables prepared by a professional chef. DBS Agro, Benelux Fruitservice, Wouters Fruithandel, Devos Group, Bel'Export, and the BelOrta cooperative representatives could, thus, talk business with visitors with well-filled bellies."
"Coöperatie Hoogstraten, REO Veiling, and Nicolaï Fruit were represented too. Every year, more Belgian companies are interested in joining us at Asia Fruit Logistica. It's the reference event on the Asian continent, so the number of participants increases annually," Nele explains.
Belgian chicory gets market access
Asian companies also showed great interest in the Belgian products. "Conference pears are in particularly high demand in China, and those exports are going very well. These pears' long shelf life makes them ideal to export to distant countries."
"Belgian chicory also recently gained market access to the Chinese market. That's in the initial stages, so we'll have to wait and see how that develops. Several exporters already proudly presented this product to the fair's visitors, and we hope such an event can boost exports. There are opportunities. Finally, from reactions at the show, there are still chances for other products such as tomatoes and celeriac. The borders to Hong Kong are open, but direct imports into China remain challenging," Nele admits.
Belgian pavilion at Fruit Attraction's new location
With Asia Fruit Logistica over, attention can turn to the upcoming Fruit Attraction. VLAM will be in Madrid from October 3 to 5 with its largest delegation to date. "Fruit Attraction, too, seems increasingly interesting to Belgian businesses. Many companies accompany us to Fruit Logistica in Berlin."
"But they mostly go to Madrid as visitors. Now, however, some have decided to attend as exhibitors. About 20 companies are going with us. Last year, that was 16. Also, we have a 384 m2 area, which is larger than we've ever had" says Van Avermaet. Cuvelier Fruit, Decock Plants, BP Fruitcraft, and the BFV are debuting at VLAM's pavilion.
The Belgian delegation will also be housed in a different place this year. In recent years, they could always be found in Hall 10, but this year, they will be in Hall 6. "We're next to the Holland Fresh Group pavilion, and the French companies are in the same hall. That's nice because those important markets are so centralized."
"Yet, you prefer never to move. We'd been in Hall 10 for several years, so people knew where to find us. We hope we find ourselves in a good spot with many visitors. Generally, though, we're looking forward to it again. It's a wonderful event, but we're anxious to see what it will be like at the new location," Nele concludes.
See the recent Asia Fruit Logistica photo report here.
For more information:
Nele Van Avermaet
VLAM
+32 02 552 80 32
[email protected]
www.vlam.be
