Exhibiting at Asia Fruit Logistica 2025

FRESH FRUIT‑X, officially operating as Fruit‑X Asia Sdn Bhd, is a Malaysia-based fresh produce company and a strategic regional arm of the global AM FRESH Group. Established to serve the rapidly growing Asian markets, FRESH FRUIT‑X specializes in premium fruit import, distribution, and varietal innovation. With a focus on redefining the produce experience through quality, freshness, and innovation, the company has emerged as a key player in Asia’s fresh fruit value chain.

Core Business

FRESH FRUIT‑X is focused on the import, marketing, and distribution of high-quality fresh fruits across Asia. The company plays a central role in enabling varietal innovation, vertical integration, and enhanced supply chain efficiency across the region. Backed by AM FRESH Group’s global infrastructure and R&D capabilities, FRESH FRUIT‑X connects top-tier growers from across continents with consumers in Southeast Asia through precise, demand-driven sourcing.

Product and Service Offerings

FRESH FRUIT‑X distributes a broad portfolio of globally sourced fresh fruits, tailored for Asian consumer preferences. Their key offerings include:

• Blueberries: Sourced from leading growers in Peru, Chile, and South Africa
• Pomegranates: High-quality arils and whole fruit from Spain and India
• Citrus Fruits: Oranges, mandarins, and lemons with strong seasonal supply chains from Spain, South Africa, and Egypt
• Table Grapes: Proprietary and licensed varieties including seedless grapes from Chile and Australia
• Apples: Premium apple varieties from the U.S., New Zealand, and Italy
• Stone Fruits: Nectarines, peaches, and plums optimized for shelf life and taste
• Kiwi: Green and gold kiwis from New Zealand and Italy

Each product line is curated with a focus on taste, appearance, shelf life, and nutritional value, often involving advanced varietal breeding programs under AM FRESH’s global network.

Specialization and Core USP

FRESH FRUIT‑X sets itself apart through:

• Varietal Innovation: Access to proprietary fruit varieties via AM FRESH’s R&D centers, including SNFL (Special New Fruit Licensing) for grapes
• Integrated Value Chain: From breeding to harvesting, packing, and logistics, ensuring consistency in quality and supply
• Asian Market Intelligence: Deep understanding of regional preferences and consumption behavior
• Speed-to-Market: Agile cold chain logistics and sourcing across multiple hemispheres for year-round availability

Financial Overview

As a subsidiary of AM FRESH Group, FRESH FRUIT‑X benefits from the financial strength of its parent organization. AM FRESH Group reported revenues exceeding €1.8 billion globally as of 2023, with operations in over 60 countries and a workforce of more than 6,000 employees. While standalone financials for FRESH FRUIT‑X are not publicly disclosed, the Malaysian division has demonstrated high double-digit growth annually, driven by increased penetration in premium retail chains and wholesale markets across Southeast Asia.

International Shipments

FRESH FRUIT‑X serves as a logistics and distribution hub for AM FRESH produce entering Asia. According to international shipment tracking databases like ImportYeti and Volza:

• The company averages 700–1,000 containers annually of imported fruit into Malaysia and surrounding markets
• Shipments originate primarily from Spain, Peru, South Africa, and Australia
• Most frequent ports of discharge include Port Klang (Malaysia) and Singapore Port, acting as redistribution points across the ASEAN region

This scale enables consistent availability of seasonal and non-seasonal fruits in key urban centers.

Target Market

FRESH FRUIT‑X serves a diverse B2B and B2C client base across:

• Premium Retail Chains (e.g., Jaya Grocer, Village Grocer, AEON, Cold Storage)
• Wholesale and Traditional Markets
• E-commerce Fresh Food Platforms
• Hospitality & Foodservice Sector
• Institutional Buyers

Its market coverage extends beyond Malaysia into Singapore, Thailand, Vietnam, Indonesia, and the Philippines, making it a regional anchor in Southeast Asia.

Capabilities

• Cold Chain Logistics: Integrated temperature-controlled supply chain ensuring optimal freshness
• Quality Control: On-ground inspection teams, third-party certifications, and in-house traceability systems
• Marketing & Branding: Tailored campaigns for Asian consumers, supported by AM FRESH’s global marketing intelligence
• Technical Support: Dedicated teams providing pre- and post-sales advisory to retailers and distributors

Certifications and Compliance

FRESH FRUIT‑X adheres to stringent food safety and compliance protocols including:

• GLOBALG.A.P. (through sourcing partners)
• BRCGS (British Retail Consortium Global Standard)
• ISO 22000 and HACCP compliance for handling and distribution
• Halal Certification for relevant produce
• Malaysia Quarantine and Inspection Services (MAQIS) clearance for all imports

Customer Testimonials

While direct testimonials are not published, the company is regularly acknowledged by industry buyers for:

• “Exceptional supply consistency across all seasons”
• “Superior grape and citrus taste profile compared to competitors”
• “Strong retail support and branded packaging for local promotions”

These endorsements come from interviews in trade publications and buyer quotes at events like Asia Fruit Logistica and MIHAS.

Major Achievements

• Acquisition and rebranding of Fruit-X Asia into FRESH FRUIT‑X (2022) by AM FRESH Group to consolidate and expand varietal innovation in Asia
• Established partnerships with SNFL, granting exclusive rights to premium grape varieties for the region
• Rapid expansion into 6 Southeast Asian markets within 24 months post-acquisition
• Hosted over 50 in-market activations in leading supermarkets to promote branded fruit experiences
• Strategic expansion into China and Korea via direct supply chain routes from Spain and South America