The annual awards, jointly organised by ASIA FRUIT LOGISTICA and ASIAFRUIT MAGAZINE, recognise outstanding achievements across Asia’s fresh produce industry.
Four categories were presented this year: Marketing Campaign of the Year, Importer of the Year, Produce Retailer of the Year and the Impact Award.
Zespri wins Marketing Campaign of the Year
Zespri received the Marketing Campaign of the Year Award for its Jam-Packed with Natural Nutrition campaign, launched in 2025 across seven Asia-Pacific markets.
The campaign positioned kiwifruit as a nutrient-dense fruit, highlighting its content of 20 natural vitamins and minerals, while using the company’s Kiwi Brothers characters to communicate the message in a more accessible and engaging way.
The campaign combined a regional strategy with market-specific activations. In South Korea, for example, Zespri partnered with K-pop artist AKMU on a music video featuring the Kiwi Brothers.
The jury recognised the campaign’s ability to communicate nutritional benefits in a simple and memorable way, particularly among health-conscious consumers and young families.
“This award is testament to the power of creativity, purpose and partnership,” said Chorong Lee, APAC brand development manager at Zespri International.
Freco International named Importer of the Year
Hong Kong-based Freco International received the Importer of the Year Award for its consumer-led approach and its investment in long-term brand partnerships.
The family-owned importer and marketer of fruit in Hong Kong and Macau was particularly recognised for its work with snack apple brand Rockit, whose sales in Hong Kong have increased five-fold over the past five years to reach 100 container loads.
Its promotional strategy has included branded trams, influencer partnerships, pop-up events and collaborations with cafés.
Freco has also expanded its presence across retail, wholesale and foodservice, including initiatives with Driscoll’s berries and Australian and New Zealand avocados.
“Fresh produce is a business built on trust. It starts with a grower trusting us to represent their fruit and their reputation in Asia,” said Sam Sin, business development director at Freco International.
Tops recognised as Produce Retailer of the Year
The Produce Retailer of the Year Award went to Tops, operated by Central Food Retail, in recognition of the quality, range and presentation of its fresh produce offer.Thai retailer currently operates 23 Tops Food Hall outlets, 145 large-format Tops supermarkets and 560 Tops Daily convenience stores.
The company has continued to invest in upgrading its stores while expanding its direct-sourcing programmes to secure exclusive brands, premium products and differentiated varieties.
Chairat Petchdakul, Central Food Retail’s head of produce, meat, local sourcing and Jing Jai Market, said the recognition reflected the company’s commitment to bringing high-quality produce from around the world to Thai consumers while strengthening sustainability and innovation.
Goodfarmer receives the Impact Award
Goodfarmer Fruit Group was presented with the Impact Award for its contribution to the development and modernisation of China’s fresh produce industry over the past 24 years.
Founded in 2002 as a trader of Chinese garlic, ginger, apples and pears, the company has developed an extensive import, distribution and cold-chain network connecting international growers with Chinese consumers through supermarkets, wholesale markets and e-commerce.
It has also expanded its sourcing operations across South-East Asia and played a role in developing large-scale imports of tropical fruit and bananas from multiple origins.
According to Worldpanel China data covering December 2022 to March 2026, the Goodfarmer brand ranked first in China in terms of fruit-brand household penetration, while its bananas also held the leading position by sales volume over the same period.
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The company has additionally promoted fresh produce consumption through initiatives including its role as Official Fruit Sponsor of the Shanghai Marathon since 2017.
“This award recognises our long-standing role in global fruit supply chains, commitment to quality and efforts to add value to this industry,” said Owen Zhang, CEO of Goodfarmer Fruit Group.
Recognition for innovation across Asia’s fresh produce sector
The winners received their trophies and certificates from David Axiotis, managing director of ASIA FRUIT LOGISTICA organiser Global Produce Events, and Chris White, managing director of Fruitnet Media International.
Axiotis congratulated the four companies for their achievements and their contribution to the development of the Asian fresh produce business.
