Strengthening presence in Asia as global produce industry becomes increasingly connected

As Asia’s fresh produce markets continue to grow and evolve, the International Fresh Produce Association (IFPA) is strengthening its regional presence while seeking to connect the interests and expertise of members across the supply chain globally.

The organization looks to support its members’ success wherever they do business. With that in mind, IFPA is bringing together representatives from several regions at this week’s Asia Fruit Logistica event in Hong Kong. “Our members strongly encouraged us to have a presence Hong Kong, which is the crossroads of the fresh produce sector in Asia,” says Miriam Wolk, Chief Membership Officer at IFPA. The organization’s involvement reflects the increasing international nature of the fresh produce and floral industries.

“Our members’ success is IFPA’s success,” Wolk added. “If our members are able to forge new connections, gain insight and find solutions for complex business issues because of IFPA’s influence, personalized engagement and support of innovation, that will be a strong accomplishment for IFPA.”

© IFPA (International Fresh Produce Association)
Miriam Wolk and Patrick Vizzone presenting at this week’s Executive Leadership Summit.

A growing focus on Asia
IFPA’s presence in Hong Kong is supported by a regional team, including Regional Manager for Asia Sarah Pau, based in Hong Kong, and China Country Manager Mabel Zhuang in Shanghai. Representatives from Chile and Australia-New Zealand are also attending the event to support members from their respective regions.

The Asian continent has become increasingly important to companies operating across global supply chains. In an effort to strengthen its presence in Asia, IFPA held its second Executive Leadership Summit in Asia on September 1, with attendance nearly tripling compared with the previous year. IFPA has also launched an Asia Council, which held its first meeting during the summit. The council brings regional expertise into the organization’s global structure, with representation spanning several Asian countries and administrative areas.

“Asia is central to this effort,” Wolk says, referring to IFPA’s global advocacy strategy. “A growing middle class is driving demand for fresh produce, while regional and international forums across Asia increasingly influence the standards and regulations that shape global markets.” At the same time, the region presents increasing complexity. Food safety, market access, pesticide residue requirements and packaging regulations are among the issues affecting businesses operating across Asian markets.

Connecting markets and expertise
For IFPA, the regional focus is not limited to trade events. Its broader advocacy strategy centers on creating enabling business environments, nutrition and health, and sustainability. Wolk points to Asia’s growing influence on international standards and supply chains as one reason why engagement in the region is important. The organization aims to bring its global member network and expertise into discussions that affect trade, consumption and business conditions.

IFPA’s membership extends beyond North America, with members operating in more than 100 countries across six continents. Many companies themselves operate across multiple countries and regions, through production, offices, divisions or customer networks.

“The fresh produce and floral industries are truly a global business,” Wolk mentioned. “As we grow demand for our products, having access to year-round, consistent supply to support the diverse tastes of global consumers will be critical.” She also points to innovation as an increasingly international process, with technologies and solutions being developed in different parts of the world.

The value of meeting in person
While digital communication has become an established part of international business, Wolk believes physical events continue to play an important role in the produce industry. “The fresh produce and floral industries engage the five senses, and our products and services are best experienced in person,” she said.

Trade shows also provide an opportunity to see how products move through the supply chain, from growing and packing to shipping, distribution and retail. IFPA combines event participation with industry visits and tours when its teams travel.

Recent attendance figures at IFPA events also point to continued interest in face-to-face engagement. The Brazil Conference & Expo attracted nearly 4,000 unique attendees representing almost 2,000 companies, with international participation increasing year over year.

Looking ahead at next month, IFPA’s Global Produce & Floral Show in Orlando will bring together participants from 70 countries. Alongside the exhibition, the organization will host study tours, leadership activities and meetings involving its global councils.

Year-round engagement
Wolk sees the combination of regional presence, global membership and ongoing engagement as increasingly important as the industry becomes more interconnected. “The fresh produce and floral industries are truly a global business,” she says. “As we seek to increase our influence with the global bodies whose policies impact the industry, IFPA’s worldwide presence and strong member engagement reinforces our influence and credibility and allows us to strongly work on our members’ behalf.”

For more information:
Ashley Sempowski
International Fresh Produce Association
[email protected]
https://www.freshproduce.com/