IFPA hosted the first Executive Leadership Summit – Asia in conjunction with the Asia Fruit Logistica event in Hong Kong this month. The Summit, which convened leaders from over 20 countries, confronted the realities of disruption in global produce while identifying bold opportunities in one of the world's most dynamic regions.
Speakers from IFPA, Grey HK, Del Monte Fresh Produce, IG International, and Rijk Zwaan shared insights on a range of topics including trade and consumer trends across Asia, successful localized marketing strategies for global businesses, and more.
© IFPA
Leaders in attendance participated in discussions to address topics with the intent to surface solutions, decode opportunities, and collaborate across three main topics: disruptions reshaping the industry, opportunities in Asian markets and global brand marketing lessons. Here is a topline look:
Disruptions reshaping the industry
Participants highlighted a spectrum of risks/disruptions already shaping business decisions:
- Climate change and extreme weather threatening crop stability and supply consistency.
- Logistics challenges such as shipping delays, freight capacity issues, and fluctuating schedules.
- Price compression with supply-demand expectations and retailer margins not returning to growers.
- Geopolitical changes including tariffs, shifting trade relations, and political conflicts.
- Labor shortages affecting production and distribution.
- False claims and viral misinformation that can damage trust and brand integrity.
© IFPA
Opportunities across Asian markets
Executives identified several promising avenues for growth:
- Premiumization of products, tapping into consumers' willingness to pay more for high-quality produce.
- Market access expansions, such as opening new doors for stone fruit exports to Japan.
- Post-harvest technology investments to preserve quality and extend shelf life.
- Logistics improvements, particularly expanded shipping services to India and Southeast Asia.
- Leveraging population growth to unlock opportunities in AI, IT, and e-commerce.
- China exports high-quality produce with reach into Southeast Asia and Europe.
Marketing lessons: Global consistency meets local relevance
A critical thread throughout the summit was the role of marketing in seizing opportunities across Asia. While global campaigns can travel well when built on universal values like sustainability, innovation, family, and health, leaders agreed that localizing the message is critical.
- What works globally: universal emotions, strong branding, high production standards, and messages about innovation or sustainability.
- What demands localization: cultural nuance in storytelling, language adaptation for emotional resonance, visuals reflecting local lifestyles, and compliance with regional advertising standards.
© IFPA
The Summit made clear that disruption and opportunity are inseparable in today's marketplace. Climate change, tariffs, and logistics may pressure the industry, but they also spark innovation in sustainability, post-harvest solutions, and digital transformation. Marketing strategies must bridge global and local, pairing universal themes with cultural precision.
For fresh produce leaders, the path forward lies in embracing both: a global vision to frame opportunity, and a local lens to ensure relevance and resilience.
For more information:
Ashley Sempowski
International Fresh Produce Association
[email protected]
https://www.freshproduce.com/
