Fresh Studio presenting at Asia Fruit Logistica

Fresh Studio was invited to give a presentation during the business forum of the Asia Fruit Logistica. Fresh Studio’s managing director Siebe van Wijk gave a presentation titled: “Safe food for Urban Asia: Innovations in sourcing and marketing”.

The Asia Fruit Logistica is Asia’s leading trade show for the fresh produce sector. The Asia Fruit Logistica of 2013 attracted more than 6,500 top decision-makers from 64 countries to Hong Kong. For the first time, the team from the AsiaFruitCongress organized a business forum during the fair. Jan Doldersum of Rijk Zwaan (the Netherlands) and Siebe van Wijk of Fresh Studio (Vietnam) were invited to give a presentation about production innovations in Asia.

Jan Doldersum started with a interesting presentation about innovations as “roof top farming in Asia”, “Vertical farming systems” and “Hydroponic lettuce production using LED lights”.

Siebe’s presentation focused on the demand of Vietnamese consumers with regard to safe produce. The results are based on a large vegetable shop census consumer and intercept interviews in Hanoi (for additional information see Vegetable market locations in Hanoi). How the consumer demand can be met by introducing innovations in production, was shown with results of the work of the Fresh Studio R&D team:

  • introduction of greenhouse farming systems with crop lines and rice husk substrate;
  • extensive testing of new higher yielding and higher quality varieties.

In order to capture the demand for safe vegetables with premium prices, Fresh Studio developed a successful marketing campaign in Hanoi supermarkets for a safe vegetable brand. The presentation ended with showing images of this exciting campaign.

Questions from the audience after the presentation varied from “Why did you start Fresh Studio in Vietnam? There would be a big need for such a company in China as well” to “How do you communicate about the appearance of the greenhouse vegetables? If they look too good consumers might start to worry they have not been safely produced”.

For more information about the business forum at the AsiaFruitLogistica, please visit: www.asiafruitlogistica.comAlso interesting to read: