The Asia Fruit Logistica (AFL), a premier fresh produce trade show in Asia, recently concluded its SE Asia Meet Up 2026 in Bangkok, marking a significant milestone for the global fresh produce industry.
Held on May 18 and 19, the exclusive event attracted around 250 senior decision-makers from over 30 countries, emphasizing Southeast Asia’s growing importance as a dynamic hub for fresh produce trade.
Co-organized with Fruitnet and in collaboration with regional associations like the Myanmar Avocado Producer and Exporter Association (MAVO), the event was curated by Asiafruit Magazine and featured a diverse conference program.
The opening address by Rapibhat Chandarasrivongs, Thailand’s Director-General of the Department of Agriculture, highlighted the region’s significance in the global market, noting its emergence as a leader in production, trade logistics, and innovations.
Research presented by Forward Insight & Strategy underscored the region’s demographic advantages, with a population of 700 million and a younger profile driving growth through health, wellness, and premium purchasing behavior.
- Asia Fruit Logistica held SE Asia Meet Up 2026 in Bangkok.
- The event attracted 250 decision-makers from over 30 countries.
- Emphasized Southeast Asia’s role as a fresh produce trade hub.
- Featured insights on engaging younger consumers and market trends.
- Plans for a 2027 return of the SE Asia Meet Up announced.
Brands were advised to engage with younger consumers early, fostering long-term relationships through targeted marketing and education.
It was noted that three in five consumers in the region now shop online, with over 60 percent of transactions being digital.
The surge in content commerce, driven by platforms like TikTok Shop and Shopee, is generating an estimated $49.7 billion in gross merchandise value.
Despite e-commerce penetration for fresh produce being below five percent, the shift towards online retail is accelerating rapidly.
The afternoon sessions delved into the booming tropical fruit trade across the continent, with China’s banana and durian imports growing by 15 and 20 percent, respectively, in 2025.
Speakers highlighted the challenges and opportunities for Philippine banana exporters amid geopolitical pressures and disease concerns.
The conference also explored the burgeoning berry category, with China’s blueberry exports growing at an average rate of 160 percent over the past three years.
New production initiatives in Laos, such as Costa’s pioneering project at high altitudes, are positioning the region as a strategic hub for the berry market.
AFL’s Managing Director, David Axiotis, expressed enthusiasm for the event’s success, noting the region’s appetite for knowledge, connection, and collaboration, and announced the return of the SE Asia Meet Up in 2027.
