Asia Fruit Awards winners revealed

Singaporean food retailer NTUC Fairprice, Thai fruit importer Vachamon and a joint marketing campaign in China between Northwest Cherry Growers, Fruitday and TMall were announced as the winners of the prestigious Asia Fruit Awards in a special ceremony at Asiafruit Congress – Asia Fruit Logistica in Hong Kong.

The unique annual pan-Asian awards for the fresh produce business were launched last year by Asia Fruit Logistica, Asia’s leading fresh fruit and vegetable trade show, and the industry’s premier publication Asiafruit Magazine.

Asiafruit Magazine and Asia Fruit Logistica created the awards to celebrate excellence and recognise achievement for the best players in Asia’s fresh fruit and vegetable business, with the winners selected by the two organisations.

The Asia Fruit Award is given in three categories – ‘Marketing Campaign of the Year’, ‘Importer of the Year’ and ‘Produce Retailer of the Year’.

MARKETING CAMPAIGN OF THE YEAR:

NORTHWEST CHERRY GROWERS (US) / FRUITDAY (CHINA) / TMALL (CHINA)

The Marketing Campaign of the Year Award was won jointly by US marketing body Northwest Cherry Growers, Chinese fruit e-tailer Fruitday and e-commerce giant TMall for their promotion to market cherries online in June/July 2013.

Through a system of pre-orders via TMall’s B2C online platform, Northwest cherries were packed and delivered from orchard to consumer within 48 to 72 hours. Against the backdrop of one of the most challenging Northwest cherry growing seasons in a decade, the promotion managed to sell in three phases around 200 tonnes of cherries with a range of online competitions and promotions that hugely lifted the profile of the product.

The campaign was singled out as a watershed in underlining the potential of e-commerce as a direct-to-consumer sales channel for fresh fruit marketers in China. It was also commended for its highly targeted approach, directly accessing younger consumers with the means and motivation to buy a high-value imported fruit like cherries.

Keith Hu, director of international operations for Northwest Cherry Growers, said he was very humbled to receive the award. “At Northwest Cherry Growers, we’re always looking for new ways to expand both product and brand awareness,” he said. “It’s fortunate that we’re working with two excellent partners.”

IMPORTER OF THE YEAR: VACHAMON (THAILAND)

Thai fruit importer Vachamon was selected as the Importer of the Year in recognition of its impressive growth in the table grape business in particular, and its trailblazing market development efforts. Introducing the winner, Asiafruit Magazine editor John Hey said Vachamon had played a pioneering role in building brands and growing the market for a range of products and suppliers in Thailand. The most notable example is its work on apple marketer Enza’s proprietary varieties Jazz and Envy. As well as developing the market for imported fruits within Thailand, Vachamon was recognised for its work in extending their reach into neighbouring markets in the Greater Mekong region, such as Laos, Cambodia and Myanmar.

Vachamon’s managing director Wipavee Watcharakorn accepted the award. “We greatly appreciate receiving the Importer of the Year Award,” she said. “Over the past 10 years, we’ve been working very hard to develop the business in Thailand and neighbouring countries.”

“We’d like to thank all our business partners who have supported us with the quality, the commitment to supplying us on a programmed basis and the investment of trust in us to develop the market, particularly under a sole agent model.”

PRODUCE RETAILER OF THE YEAR: NTUC FAIRPRICE (SINGAPORE)

NTUC Fairprice clinched the Produce Retailer of the Year Award for its committed and progressive approach to fresh fruit and vegetable retailing. Fairprice was singled out for the way it had managed to look beyond price alone and focus on quality and service, while at the same time catering to every strata of Singaporean society with its stores and the affordability of its products. The retailer was commended for the philosophy and culture it had created within its organisation, and the education of its staff, particularly at store level. Fairprice also won praise for its open approach to working with suppliers, and for its focus on category development.

Deputy CEO of NTUC Fairprice Singapore Tng Ah Yiam was at the reception to accept the award.

“NTUC Fairprice is honoured to receive the Produce Retailer of the Year Award, which recognises our commitment and continuous efforts in providing quality produce at the best value to our customers,” said Tng. “This award is only possible through the dedication of our staff and partners, who work tirelessly to ensure we bring only the fresh fruit and vegetables, sourced from all around the world, to our customers”

The three winners of the Asia Fruit Awards were presented with their trophies and certificates by Gérald Lamusse, managing director of Asia Fruit Logistica organiser Global Produce Events, and Chris White, managing director of Market Intelligence, which publishes Asiafruit Magazine and organises the Asiafruit Congress.

The Asia Fruit Awards were presented before the joint Asiafruit Congress - Asia Fruit Logistica Welcome Reception on 2 September at Hong Kong’s AsiaWorld-Expo Center. The event marked the conclusion of the full-day Asiafruit Congress programme and the eve of Asia Fruit Logistica, which runs from 3-5 September.

Earlier in the day, Asiafruit Congress delegates were addressed by a range of top-level speakers on the hot topics in Asia’s fast-moving fresh fruit and vegetable business. The conference kicked off with a high-powered panel discussion on the role of brands in Asian markets, before moving onto look at Latin America’s rapid emergence as a supplier of imported fruits to Asia, and concluding with expert opinions on how the markets in Asia are likely to evolve in the future. Breakout sessions at Asiafruit Congress focused on the rise of the Indonesian market; Asia’s surging demand for safe food; the trends in the region’s vegetable trade, and pear marketing.

Asia Fruit Logistica, which opens its doors from 3-5 September, is expecting a record 7,000 trade visitors from more than 60 different countries. Those visitors will find a show that is bigger than ever, with over 460 exhibitors from 38 different countries and all six continents registered to showcase their products and services.