Schedule of events

Tuesday, March 20, 2018: Optional Tour

Time Event
12:00 Depart Grand Hyatt Hotel
12:20 Lunch at Yonghui 
13:20 Tour of Yonghui Superstores, a local retailer combines both online and offline. This store is one of the first circulation enterprises that introduced fresh produce to modern supermarkets in China. At the same place we will also visit Yonghui Super Species which is newly established store which includes catering, fresh produce, seafood, etc.
14:35  Depart for Hema Fresh 
15:10  Tour of Hema Fresh, an emerging supermarket chain of Alibaba that blends online convenience with offline shopping experience. 
15:55  Depart for Pagoda  
16:10  Tour of Pagoda, is a very innovative fruit chain store. It’s a large fruit chain enterprise integrating fruit cultivation, marketing expansion, brand operation, retail store, logistics and warehouse, quality grading and science research and training. It has more than 2800 stores in 41 cities with 17 DCs. Its head office is located in Shenzhen.  
16:25  Depart for Grand Hyatt Hotel 

Wednesday, March 21, 2018: Fresh Connections

Time Event
08:00 - 09:00 Registration
09:00 - 09:20

Welcome remarks


Richard Owen, VP, Global Membership &  Engagement, PMA

Mr. Bian Zhenhu, President, CFNA 

William Verzani, Deputy Director, Agricultural Trade Office U.S. Consulate General -Guangzhou, China

09:20 - 10:00

State of the Industry


Cathy BurnsCEO, Produce Marketing Association


The Future of Retail and E-tail in China

While e-commerce and brick and mortar are beginning to merge in many parts of the world, Chinese companies such as JD.com and Alibaba are leading the way on this trend right now. E-commerce companies are developing and purchasing traditional retail chains, while established brands like Walmart are pushing heavily into e-commerce. How will retail in China continue to evolve? As a global supplier, how can you support both channels? This session will look to answer these questions and offers a glimpse into the future as this trend impacts the rest of the global economy. 

Patrick Vizzone, Head of Food, Beverage & Agribusiness, International, ANZ  


Eric Li, VP, Global Sourcing and Alliance, Shanghai Yiguo E-Commerce Co Ltd 

Mike Li, Procurement Director of Fresh Fruit & VegetablesJD.COM

10:45 - 11:20 Networking break
11:20 - 12:05

Exploring the Power of Blockchain Technology

As a tool that ensures both transparency and security, blockchain technology is showing promise to secure supply chains and improve operations. While the larger retailers and e-commerce companies are already exploring the power of blockchain to improve food traceability and transparency, the entire agriculture and food industry is expected to eventually benefit from the technology. Blockchain has huge potential in three key areas of the industry: providing transparency throughout a product’s entire production cycle; mobile payments, credits and decreased fees; and real-time management of supply chain transactions and financing. This session will explore real examples of how companies are utilizing blockchain in their day-to-day practices.


Ed Treacy, Vice President, Supply Chain Efficiencies, Produce Marketing Association

Dan Sun, President, HarvestMark

12:05 - 13:25 Networking lunch
 12:25 - 13:55

The New Changes in China's Fruit Market

The fruit market is evolving quickly in China, with changes in every area including the production, prices, and the import and export of fruit. Lu Fangxiao, president of China Fruit Marketing Association, will speak about these changes and about the new business models coming to the fruit industry including fresh food e-commerce, supermarket chains, new retail, and even the future of apples.


Lu Fangxiao, President, China Fruit Marketing Association

13:55 - 14:55

Get a Premium in China With Your Brand and New Varieties

Chinese consumers are seeking more high-quality fresh produce, and are willing to pay a premium for it.  Imports used to be good enough, but now consumers are more selective about quality and taste – and  they have lots of channels to select from. To address this increased demand for premium products, suppliers are growing specific varieties with taste profiles bred for Chinese consumers. This session will explore new varietals for 2018 and will discuss what global suppliers should consider to create premium offerings for this market.  


Lisa Cork, Director, Fresh Produce Marketing, Ltd. 


Qidong Zhu, General Manager of Commodity Center, Pagoda Fruit Investment Management Co.

Jade Shan, General Manager, Mr. Avocado

Mike Preacher, Director of Marketing and Customer Relations, Domex Superfresh Growers

14:55 - 15:55

The Impact of China's Increased Domestic Production

China’s imported fruit has increased rapidly because the country’s expanding middle class demanded safer, quality food from trusted overseas markets. Now, Chinese companies are ramping up production, and more foreign companies have started producing in China to supplement their imported supply. As this shift happens, questions remain. What do Chinese retailers need to drive consumer demand for items produced in China? Will changes in the domestic supply impact global suppliers currently importing their products from elsewhere? This session will provide insight for domestic and international producers looking to get their products to Chinese consumers.   


Darren Keating, CEO, Produce Marketing Association - Australia - New Zealand  Ltd. 


Jae Chun, Vice President and General Manager of Asia Pacific, Driscoll's 

Mau Wah Liu, Chairman of the Board, Joy Wing Mau Group

15:55 - 16:30

Networking Break

16:30 - 17:30

Thinking Like a Global CEO

The conditions of the produce and floral industries are changing faster than ever. Retail is expanding from physical spaces to online and back again while consumers continue to demand higher quality and convenience. It's not enough for a company to adapt to today's conditions – they must also forecast, and be prepared to address, the conditions of tomorrow. For many, this means expanding internationally. Produce Marketing Association’s CEO Cathy Burns will lead a discussion with CEOs of multinational companies, covering topics such as how to stay relevant in today's market, how to prioritize the many challenges facing the produce and floral industries, and the important issues they see for our industry moving forward.       


Cathy Burns, CEO, Produce Marketing Association


Tim Riley, CEO, The Giumarra Companies

Steve Barnard, CEO/President, Mission Produce Ltd. 

David Marguleas, President, Sun World Innovations

Adrielle Dankier, Commercial Director, Nature's Pride 

17:30 - 17:35 Wrap-up 
17:35 - 19:30 Networking Reception 
Growth of Small Store Formats in China

How Suppliers Will Capitalize on China's Small Retail Formats

China’s retail environment is evolving as convenience, specialty, and online are growing by leaps and bounds. Hypermarkets, which redefined China’s retailing environment over the past decade, registered their first-ever drop in 2015, losing 0.2 percent value in the urban FMCG market as traffic dropped by 4.6 percent and volume per household sank by 4.7 percent (Bain Kantar Worldpanel 2016), due to competition and high market saturation in Tier 1 cities.

More >


Mabel Zhuang

Mabel Zhuang

PMA China Market Development Representative

+86 2165 2167 51

Email Mabel

Anouk Sijmonsma

Anouk Sijmonsma

Regional VP Asia/Africa/Europe/Australia/New Zealand

+1 (302) 607-2197

Email Anouk

Sarahi Dominguez

Sarahi Dominguez

Event & Program Manager

+1 (302) 781-5853

Email Sarahi