2012 Fruit Logistica draws over 56,000 visitors
2012 Fruit Logistica draws over 56,000 visitors
The 2012 Fruit Logistica, the world's leading trade fair for the fresh fruit and vegetable industry, took place Feb. 8-10 in Berlin. More than 2,400 companies from across the entire fresh produce value chain were present.
More than 56,000 top-level trade visitors from 139 countries walked the floors of Messe Berlin to meet with fruit and vegetable producers, marketers and service companies.
The fair met the high expectations of exhibitors and visitors alike, and the feedback drew excellent reviews from all who praised the commercial results that were achieved at the exhibition.
Approximately 80 percent of the visitors came from outside Germany, including about 900 media representatives from 50 countries, including The Produce News.
The U.S. pavilion was ablaze in color with apples and other stone fruits from both coasts. Sweet potato booths were swarmed by European buyers wanting in on the growing demand for the product, which has seen increased popularity across the continent. Dried fruit and nut producers, organic handlers and service companies were kept busy with long lines of interested people.
"As a global supplier of fresh fruits and vegetables, Fruit Logistica is an important show for us," said Greg Thorne, representative for Tom Lange Co. International/Seven Seas Global Produce Network, headquartered in Springfield, IL. "Today, we export about 70 percent of our products to European countries. The expo gives us an opportunity to meet with our customers on strategy and to continue our outreach efforts around the globe."
Viva Terra Organic, in Sedro-Woolley, WA, was represented by Paul McCaffrey, sales representative; Mary Ramos, import and export coordinator; and Matt Roberts, sales manager. The group introduced its exclusive Durondeau organic pear, a 300-year-old heirloom variety.
"The pear is drawing some strong attention," said Mr. McCaffrey. "One pear-research expert here in Europe heard about it and came to our booth to see it in person. He was very excited about the Durondeau's appearance at the show, and said it was one of the best varieties he knows of."
Douglas Ronan, vice president of marketing for Driscoll's berry company, said that traffic at the company's booth was nonstop since the expo doors opened.
"Driscoll's is an international supplier and sourcing company," said Mr. Ronan. "Our sales and marketing staff from around the world is here at Fruit Logistica. This show has tremendous importance to our company. Berries are at the top of their game in demand, and that's a trend in every country today."
Judith Vogtle, public relations manager, and Tom Hazel, sales director of Wonderful Brands, a European cooperative that includes "Wonderful" pistachios, "Wonderful" almonds and POM Wonderful beverages, also exhibited. "The three companies are under one umbrella in Europe," explained Ms. Vogtle. "They are, however, still separate companies in the U.S. Buyers from countries who haven't offered these items in the past are quickly learning how first-time consumers typically become repeat buyers."
Village Farms, headquartered in Eatontown, NJ, was exhibiting with its sister company, Verbakel-Bomkas, the developer of Village Farms' proprietary "GATES" greenhouse technology.
"GATES is available through Verbakel-Bomkas to greenhouse operations around the world," said Doug Kling, senior vice president and chief marketing officer. "Fruit Logistica is an important trade fair to it for this reason, and for Village Farms, it helps us to stay abreast of what is going on in the greenhouse industry in other countries. More than anything, we're here to learn."
Peter Arellanes, export sales manager from Sunview Marketing International, a producer of premium California table grapes, said that although the company does not exhibit at the show, many of its customers attend, and it provides him with a good opportunity to meet with people from different countries under one roof.
South and Central America pavilions were bright and colorful, but those at the Chilean pavilion were extra celebratory. A Chilean delegation from the Association of Fruit Exporters of Chile cut a long ribbon into small pieces to pin to their suit jackets in celebration of the organization's new branding launch.
Ronald Bown Fernandez, president of the association, said Chile exports a large portion of its fresh produce to the United States, "But we feel it is important to market to the rest of the world as well," he said. "This is our ninth year at Fruit Logistica, and we have built strong and reliable partnerships in other countries.
Mr. Fernandez explained that Chilean exporters are known around the world for their expertise in exporting fresh produce.
"This came out of necessity," he said. "Our climate and soil is perfect for producing huge amounts of fruits and vegetables, but our domestic market is so small that it consumes only a tiny portion. Exporting efficiently, however, is only one part of what is important today. We are extremely proud of our initiatives in food safety, environmental protection, sustainability and social and community responsibility. We have trained over 150,000 workers -- 25,000 last year alone -- over the past 10 years, and that training includes all of these important aspects."
Victor Sarabia Molina, representative from the Department of Agroindustry Agribusiness Department of Peru, said that the department uses the opportunity to exhibit at Fruit Logistica to demonstrate the country's "captivating asparagus, sweet onions, potatoes, mangos, berries, figs and more. Peru has a vast and varied landscape-everything from mountains to deserts and seashores-and as many climatic conditions. It's perfect for growing almost all fruits and vegetables."
The Innovation Award nominees were a varied group of fruits, vegetables, new packaging, machines and even web sites.
Bud Holland B.V. in the Netherlands was nominated for the Achacha, a bright-orange, thick-skin fruit the size of an egg. The soft white flesh is reminiscent of sorbet with a sweet and tangy flavor, and the skin can be made into a beverage.
Healthy Foods LLC USA was nominated for its Yonanas Healthy Frozen Treat Maker, which takes whole fruit and processes it into a frozen desert that looks and tastes like ice cream.
A nomination went to Canpo Rico Export S.L. in Spain for its roasted sweet potatoes in a ready-to-eat and ready-to-heat convenience product. The vacuum pack contains one whole sweet potato that has a shelf life of four months.
The Sungreen green cherry tomato was also nominated. The newly developed green tomato has a good balance between sweet and sour with a touch of citrus, and tastes like a ripe, red cherry tomato.
The winner of the Innovation Award was the delicious Angello sweet and seedless pepper from Syngenta B.V. in the Netherlands. The new baby pepper is totally seedless and can be eaten whole as a snack or used in salads and recipes. Sold in a convenient snack package, the Angello is available year round.
AgraQuest, a global leader in biopesticides, headquartered in Davis, CA, was represented at the show by Sarah Reiter, director of global marketing, and Jon Amdursky, media and governmental relations consultant.
"AgraQuest develops sustainable solutions to increase productivity and improve the environment," said Ms. Reiter. "These are issues that fruit and vegetable producers from around the world face today, and our goal at Fruit Logistica is to demonstrate the effectiveness and Earth-friendly way our products can serve them."
Nancy J. Tucker, vice president of global business development, and Kelly A. Koczak, vice president of marketing communications for the Produce Marketing Association, hosted a PMA reception at its booth in the U.S. pavilion.
"We are thrilled with the turnout at the reception," said Ms. Koczak. "And just about every country is represented here. In addition to supporting our U.S. producers and marketers at the U.S. pavilion, we help to spread the news of the great produce that North America has to offer."
