U.S. presence at Fruit Logistica paying off

02/10/2012 03:51:00 PM
Coral Beach

Courtesy Washington Apple AssociationThe USA Fruits area on the show floor at Fruit Logistica 2012 includes displays and information from a variety of American associations and companies exhibiting at the show in Berlin. Exhibitors at the pavilion include the Washington Apple Association, the California Prune Board, USA Pears, the U.S. Apple Association, the California Table Grape Commission, the California Strawberry Commission, the California Pear Advisory Board, Paramount Citrus and Pom Wonderful.With more than 2,500 exhibitors at Fruit Logistica 2012 in Berlin, one might expect the 35 from the U.S. to be lost in the crowd. However, reports to the contrary began coming in from across the pond on the first day of the show.

Chris Christian, vice president of marketing for the California Strawberry Commission, said there was “excellent traffic and interaction with new and current buyers” at the USA Fruits area. Christian was also struck by the variety of international exhibitors.

“It is amazing the diversity of products grown around the world and in season right now,” Christian reported. “The exhibit halls were busy throughout the day and into the evening.”

Courtesy PMAThese triangular, resealable fruit and vegetable bags from Pattruss Inc. of Ibaraki, Japan, were among the nominees for innovation awards at the Fruit Logistica 2012 show in Berlin. The zipper-seal bags are reuseable and designed to increase shelf life of fresh produce for consumers. According to information from the company, the bags can be used with an automatic sealing machine that allows for more efficient packing lines.Kelly Koczak, vice president of the Newark, Del.-based Produce Marketing Association said she and the association collected “a number of solid leads” Feb. 8, the first day of the three-day event.

“Our booth fee has been paid for just today with the number of contacts we’ve made,” Koczak said.

The strawberry commission and PMA are two of about 35 companies and organizations from the U.S. that are exhibiting at the 20th annual Fruit Logistica show. Celebrating their debut in the USA Pavilion this year are Lazo TPC Global, ElastiTag Bedford Industries, The New York Produce Show and Conference, and the National Pecan Growers Council.

According to a Feb. 10 update from show organizers, an even larger USA contingent is expected for the event in 2013. Similarly, China is expected to have a larger presence at the 2013 show.

Overall, the show has grown with a “supersonic trajectory” according to organizers. It began with only 100 exhibitors and a show floor about the size of “a village football pitch (field),” or about 43,000 square feet. This year the show floor is more than 1.2 million square feet and more than 55,000 attendees were predicted.

Exhibitors at Fruit Logistica 2012 traveled from 84 countries to participate in what officials with operator Messe Berlin GmbH describe as the world’s leading fresh produce trade fair.

The trade show is concurrent with FreshConex 2012, which provides numerous educational and analytical presentations. Among the presenters at FreshConex was the United Fresh Produce Association of Washington D.C.

United used the opportunity to kick off its 2012 Fresh Impact Tour. A panel discussion moderated by United’s president and chief executive officer, Tom Stenzel, included fresh-cut sector leaders Klaus Klische, Fresh Factory, Germany; Paddy Callaghan, Nature’s Best Ltd., Ireland; and Alessandro Turatti, Turatti Ltd., Italy.


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