Natalie’s Diary: A Week Across Hong Kong & Shanghai

Hong Kong - Fruit Logistica
Our journey began in Hong Kong at Asia Fruit Logistica, one of the most important gatherings in the global fresh produce calendar. Over three busy days, Daniel, Holly, and I represented Vitafresh Produce and Vitafresh Exports, reconnecting with international customers and suppliers, strengthening long-standing relationships, and introducing ourselves to new partners. The atmosphere was vibrant and fast-paced, a reminder of how invaluable it is to engage face-to-face. While digital communication has its place, nothing compares to the trust and momentum built in person.

Arriving in Shanghai
After the whirlwind of Hong Kong, we arrived in Shanghai. Our first evenings were spent around the table with customers – long dinners that blended business with cultural exchange. These meals reinforced how important strong personal relationships are in this market and gave us the chance to align on shared priorities for the coming seasons.

Wholesale Market & Packhouse
One of the most rewarding experiences of the trip was visiting the Shanghai wholesale market. Walking through the busy stalls and seeing our fruit on display was a proud moment. Meeting customers who had received our exports this season made the work of our team and growers feel all the more tangible. Later, we toured a packhouse where we observed the careful quality-control processes in place before fruit is repacked for retail. The level of precision and attention to detail was impressive.

Market Insights
The following day offered fascinating insights into how consumer habits are evolving. We observed a company live-streaming fruit sales on TikTok, an incredibly fast-paced and engaging channel for connecting with shoppers. Exploring retail outlets highlighted other trends: strong marketing towards health-conscious consumers, specialist fruit-focused stores, premium packaging and even Disney-branded fruit designed for gifting. Of course, no trip to Asia would be complete without trying durian – the “king of fruits.” While some of us were more enthusiastic than others, it was certainly a memorable tasting experience!

Warehouses & Ripening Facilities
We also visited warehouses and ripening rooms, gaining a fuller picture of how fruit is prepared before it reaches retail shelves. Seeing these processes firsthand deepened our understanding of the supply chain and the level of care that goes into ensuring quality at every stage.

Looking Ahead
Our final day in Shanghai was dedicated to planning for the future. Discussions with customers focused on preparations for the upcoming citrus season and exploring opportunities in the stone fruit category following recent legislative changes. We also began planning to host Chinese and global customers in South Africa – an exciting opportunity for them to connect directly with our growers and experience our operations on the ground.
As we reflect on this trip, we are struck by the value of being present in the market. The experience of walking through wholesale stalls, visiting retail outlets and sharing meals with partners provided insights that no report or call could replicate. We return from Asia with stronger relationships, clearer alignment on priorities, and renewed excitement for the opportunities ahead!