This week on The Global Fresh Series, we’re coming to you from Fruit Logistica in Berlin, where the global fresh produce industry gathers to shape the future of trade, innovation, and market access.

In this special episode, we share insights from the show floor and introduce a guest with years of hands-on experience doing business in the China fresh produce market. As China continues to play an outsized role in global pricing, demand, and premium fruit trends, understanding how to navigate this market has never been more critical.

Our conversation explores what it really takes to succeed in China—from market access and consumer expectations to branding, logistics, and relationship-driven business culture—while connecting those lessons to the broader global themes emerging at Fruit Logistica.

Whether you’re a grower, exporter, importer, or marketer, this episode offers timely perspective on how global trade shows like Fruit Logistica intersect with one of the world’s most influential fresh produce markets.