Global Produce Leaders Gather at IFPA Executive Leadership Summit – Asia to Navigate Disruption and Opportunity; Jessica Keller and Miriam Wolk Comment

WASHINGTON, DC - The International Fresh Produce Association (IFPA) brought together top executives from across the fresh produce and floral supply chain for its 2025 Executive Leadership Summit – Asia, spotlighting the region’s pivotal role in shaping the future of global trade, consumer demand, and sustainability.

The event took place in conjunction with Asia Fruit Logistica in Hong Kong and welcomed executive leaders from companies across 22 countries. The invitation-only event convened executives to hear from IFPA and industry experts, and take part in robust roundtable discussions with peers.

“The future of fresh produce and floral is playing out in Asia, with exciting growing markets joining long-established markets in the region,” said IFPA VP of Global Industry Relations, Jessica Keller, in the recent release. “The Executive Leadership Summit provides the space for leaders in the industry to confront disruption, explore opportunity, and ensure our industry is ready to meet the demands of billions of consumers.”

The half-day summit, held alongside Asia Fruit Logistica in Hong Kong, featured sessions on:

• Trade and Consumer Trends Across Asia – presented by IFPA Chief Membership Officer Miriam Wolk, offering insights into economic forecasts, sustainability priorities, and evolving consumer preferences.

• Famously Effective Creativity for Asia’s Dynamic Markets – led by Grey HK’s Duffy Lau and Desmond Li, showcasing case studies of brands that successfully localized global campaigns.
• Executive Reaction Panel – moderated by IFPA VP Jessica Keller, featuring executives from Del Monte Fresh Produce, IG International, and Rijk Zwaan, who shared perspectives on disruptions such as tariffs, climate change, and supply chain shifts.
• Dynamic Roundtable Discussions – leaders participated in roundtable discussions to reflect, share insights, and provide industry perspectives on the topics above.

The summit concluded with a networking reception, giving attendees the opportunity to build partnerships and continue the day’s conversations.

“IFPA uniquely represents the entire global produce and floral supply chain, so it is critical that we’re not just talking about markets from afar,” said Wolk. “Our ability to bring global leaders together in person where the conversations matter most means we’re engaging directly with the opportunities and challenges on the ground. We appreciate our members joining us for this exciting day and look forward to connecting again at the upcoming Global Produce & Floral Show in Anaheim, California, in the US this October, as well as at our many global signature events scheduled for 2026.”

For more information about IFPA’s global initiatives and upcoming events, visit freshproduce.com.