Fresh Connections China

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1 Global PMA Fresh Connections China is designed to offer access to the very latest market insights on China and unparalleled business opportunities. This event gives participants a chance to learn about new developments in the fresh produce supply chain that promise to greatly benefit producers, retailers and consumers alike. March 20, 2014 Westin Bund Center 88 Henan Central Road :00 9:15 AM 45 9:15 9:35 AM 20 9:35 9:55 AM 20 REGISTRATION Opening Remarks: Richard Owen, Vice President, Produce Marketing Association Quarantine Requirements and the Process for Import into China China is an increasingly important market influence in global trade, particularly in the area of fresh produce. This informative session will provide an overview of the parameters China uses to permit products into the country and the process for new product approvals. Participants will also get an update on the new Shanghai Free Trade Zone, China s major initiative designed to promote trade and encourage produce entry into mainland China. Learning Objectives: Understand what products are permissible into China Understand China s process for n/a Speaker 1: Luis Schmidt, Ambassador, Chile Embassy in China Speaker 2: Keith Schneller, Director of U.S. Agricultural Trade Office, U.S. Consulate General, Shanghai, China Senior Official, Shanghai CIQ, China *** FOR INTERNAL USE ONLY *** Page 1

2 quarantine and new product approvals An overview of the plans for opening of the Shanghai free trade zone 9:55 10:15 AM 20 10:15 10:45 AM 30 Overview of China s Fresh Produce Industry China s population is booming and so are opportunities for businesses throughout the fresh produce chain. Within China, increased consumption is driving the production demand, as well as the need for imported products. This session offers you a bird s-eye perspective on China s full produce supply chain, covering production regions, consumption and retail trends, the cold chain distribution system and import hubs. BREAK Mabel Zhuang, PMA China Consultant, China *** FOR INTERNAL USE ONLY *** Page 2

3 10:45 AM 12:15 PM 90 12:15 1:45 PM 90 Global Production Trends for Key Fruits Permissible into China Trends in the produce industry tend to take shape globally. This lively session will highlight the global trends of key fruits in demand for import into China, including apples, pears, table grapes, citrus, berries and cherries. Learning Objectives: Understand production trends within key countries producing product for export to China Identify key competitors countries also sourcing those products General pricing trends NETWORKING LUNCH Moderator: Chen Shaopeng, President of Joyvio Group, China Speaker/Panelist 1 Citrus: Kevin Fiori, Vice President of Sales and Marketing, Sunkist Growers, Inc., U.S. Speaker/Panelist 2 Table Grapes: Julie Escobar, Asia Export Manager, C.H. Robinson Company, Inc., U.S. Speaker/Panelist 3 Apples: Liu Zhijie, President, Goodfarmer, China Speaker/Panelist 4 Berries: Felipe Juillerat, Hortifruit, Chile Speaker/Panelist 5 Cherries: Alberto Navajas, Partner and Director of Global Projects, Rucaray S.A., China *** FOR INTERNAL USE ONLY *** Page 3

4 1:45 2:45 PM 60 2:45 3: :15 4:45 PM 90 Global Standards for Produce, PLU Codes and the Produce Traceability Initiative (PTI) One cannot discuss the topic of food safety in the produce industry without mentioning the term traceability. This educational session will review global standards for food safety and cold chain management through the evolving Produce Traceability Initiative, plus the benefits of PLU codes and global standards required to adopt an effective, whole supply chain traceability program Learning Obectives: Learn the key global trends in produce food safety Gain an understanding of the use and need for PLU codes Understand requirements for traceability NETWORKING BREAK China and the World: Retail, e- Commerce and Foodservice Trends This session will provide a comprehensive analysis of current global trends in retail and foodservice, with a look at applications to China. The panel will also explore the exploding e-commerce landscape of China and explain consumer dynamics that are driving the growth of fruit chain stores, wholesale and retail markets. Leanring Objectives: Understand current global retail and foodservice trends Recognize future global retail and foodservice trends Gain a better understanding of new formats such as fruit chain Ed Treacy, Vice President of Supply Chain Efficiencies, Produce Marketing Association, U.S. Moderator: Michael Worthington, CEO, PMA- Australia/New Zealand Speaker/Panelist 1 Food Service International: Richard Dachman, Vice President of Produce, Sysco, U.S. Speaker/Panelist 2: Retailer: CUI Yi Xiong, President, Cityshop, China Speaker/Panelist 3: Onine Retailer: Loren Zhao, Co- Founder, FruitDay Co., Ltd, China Additional Panelists: International Retailer: William Wang, Director of *** FOR INTERNAL USE ONLY *** Page 4

5 stores Review supermarket trends involving domestic players and the increase of international retailers Learn how e-commerce is being used to grow the industry in China Fresh, East of China, Walmart, China China Retailer: Luo Zhao Qin, General Merchandise Manager, National Fresh Products Marketing and Purchasing Center, CR Vanguard, China 4:45 5:15 PM 30 Wrap Up: Connections that Bring it All Together Richard Owen, Vice President of Global Business Development, Produce Marketing Association, U.S. 5:15 7:15 PM 2 hours RECEPTION Friday, March Optional China Wholesale and Retail Market Tour For registered attendees, this tour will provide an opportunity to gain an understanding of how imported fresh produce is distributed throughout wholesale and retail channels in China. Tour stops include: Huizhan Wholesale Market One of the largest imported fruit wholesale markets in China. Established in August, 2013, Huizhan Market covers a total area of 120,000 square meters including 10,000 square meters of cold storage, and two covered wholesale areas hosting 48 seller booths. The market is partially owned by the Guangzhou Jiangnan Fruit and Vegetable Wholesale Market, the largest market for imported fruit in China. Walmart Pujin Road Location A typical Chinese Wal-Mart hypermarket providing local consumers with their daily groceries and fresh produce. Wal-Mart is the third largest ranking retailer in China, and currently has a more than 10 percent share of China s hypermarket segment. Olé Supermarket Grand Gateway Store A luxury Chinese supermarket chain with special focus on imported fruits from around the world. Olé is a subsidiary of China Resources, the largest retailer in China with a broad portfolio of retail chains. A Traditional Wet Market The local farmers markets of China and the first choice of approximately 80% of Chinese consumers for daily fresh food purchases. These markets are located in every neighborhood and are comprised of many small vendors that typically provide cheaper and fresher products than supermarkets. *** FOR INTERNAL USE ONLY *** Page 5

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