Global Trade Symposium Kicks Off New York Produce Show, Focusing on Imports

The Global Trade Symposium kicked off the New York Produce Show and Conference Dec. 10 in the Sheraton New York Times Square Hotel.

The show and conference had more than 5,000 executives attending the one-day trade show and three co-located events, Dec. 10-12. There were 280-plus exhibiting companies and a record of 65 sponsors. The New York Produce Show is organized by PRODUCE BUSINESS and the Eastern Produce Council.

Miguel Gomez, Robert G. Tobin Professor of Food Marketing at the Charles H. Dyson School of Applied Economics and Management, Cornell University, opened the Global Trade Symposium and addressed the global scope of the U.S. produce industry.

Fresh produce is highly traded, Gomez emphasizes. “Keep in mind that if you think about food, about 85% of the food that we eat is produced in the country that we consume it in. So, in general, food tends to be very local, but fresh produce is completely different.”

The key trading regions include Europe and Africa, North America and Southeast Asia, with the U.S. as a major importer and exporter, says Gomez.

The U.S. imports 58% of its fruits and 33% of its vegetables from the global market, he reports, and the U.S. has a growing trade deficit in fresh produce, particularly in vegetables. With vegetables, the U.S. is the largest for imports, and fifth in exports. The numbers are different for fruit, he explains. “The U.S. is the largest importer of fruits, but at the same time, is the largest exporter of fruits.”

Gomez also addressed challenges, such as weather extremes, food safety and industry consolidation, emphasizing the need for adaptability and strategic planning in the fresh produce sector.

CHALLENGES IN CANADA

Ron Lemaire, president, Canadian Produce Marketing Association (CPMA), moderated the “Bringing Imports Into Canada: Embracing Change and Diversification” discussion.

Panelists George Pitsikoulis, president and chief executive, Canadawide Fruit Wholesalers, and Tecla Masciarelli, produce buyer, Metro Stores, focused on the Canadian import market, highlighting that 75% of retail purchases in Canada are imported, with significant contributions from the U.S., Mexico, Guatemala, Peru, Colombia, Morocco, Spain and Turkey.

The panelists said the challenges in the Canadian market include labor disputes, logistics, and regulatory compliance, such as forced labor validation.

“I came from logistics, and 15 years ago, when I first started, we were doing this over the road, across the U.S. That was basically it. Our logistics team has grown exponentially to handle their own logistics with the ocean and air. But it took a long time to be able to grow and to set it up,” says Pitsikoulis. “Having it in-house is something that everybody should look into, and then have experienced people to do that.”

Masciarelli says labor disputes at the ports of entry have been a challenge. “We had a recent labor dispute in the Port of Montreal that broke habit in terms of arrivals. We were hearing that we’re having a different speed at our ports. Then they don’t want to ship, or they want to find some alternative modes to ship. So, it becomes really a struggle in terms of maintaining our consistency with the levels of product.”

The panelists emphasized the importance of quality control, communication with growers, and the impact of political and economic factors on the industry. They also discussed strategies for handling product rejections and maintaining market stability.

PARTNERING WITH MEXICO

Allison Moore, executive vice president, Fresh Produce Association of the Americas (FPAA) moderated the “Importing From Mexico: Leveraging the Most Valuable Partnership” panel discussion.

Panelists included: Erick Carranza, vice president of EV Produce International; Giovanni Cavaletto, president, GLC Cerritos; John Pandol, director of special projects, Pandol Bros.; and Raquel Espinoza, director of sales and marketing, Produce House.

The U.S. imports about 24.5 billion pounds of fresh produce from Mexico, valued at $17 billion.

Key points included the importance of reliability, quality and transparency in supplier relationships, the impact of government regulations on trade, and the challenges posed by climate change.

“The biggest uncertainty, or our biggest volatility that we have to deal with, tends to be government actions,” says Cavaletto. “Right now, we have partners who can’t visit. I mean, something like that, you should be able to do easily.”

The panelists emphasized the need for adaptability, efficient supply chains, and the role of certifications like GlobalG.A.P. in maintaining consumer trust.

They also discussed future trends, such as the rise of greenhouse agriculture and the importance of genetic diversity.

CENTRAL AMERICA

William Watson, president, The Fresh Approach, moderated the Central American imports panel, “Importing from Central America: Exploring New Opportunities.”

Panelists included Anthony Serafino, president, EXP Group; Andres Ocampo, chief executive, HLB Specialties; Allan Safieh, chief executive and founder, UniSpice; and Diego Morales, sales manager, D Produce.

When talking about the supply chain, Serafino says many don’t understand how many different pieces there are in place, especially from Central and South America. “I always tell our team we’re not selling wine. Our stuff gets worse with age, not better. So, understanding that principle is important.”

Safieh says UniSpice normally services the U.S. market, but they’ve also moved into the European market, “and they don’t seem to communicate very well. So, it’s very, very different, and we have to rely on technology.”

The panelists say they are most excited about exciting flavors, the new generation, technology and the “born movement” in fresh produce.

EUROPE, NORTH AFRICA AND SOUTH AFRICA

The panel on Europe, North Africa and South Africa included Paul Massey of Trucco, Ami Ben-Dror, founder and chief executive, Dorot Farm, Lucio Rainelli, director of sales, LGS Specialty Sales, Miles Fraser-Jones, vice president of new business development, Sierra Produce and Kevin Carroll, director of imported fruit, Fowler Packing. The panel, “Importing from Europe, North Africa and South Africa: Leveraging the Seasons,” was moderated by Paul White, founder, GiveGood LLC.

The panelists discussed the importance of relationships, communication and expertise in the fresh produce industry.

Massey emphasized the need for accurate handling and quality control, noting that even a 1% improvement in product loss can be significant.

Ben-Dror stressed the importance of consistent supply and communication with growers and consumers. “You know, you want to increase the volume, you need to create better communication, and that gives the results and the success.”

Fraser-Jones discussed the challenges of importing from South Africa, including political and weather-related issues.

Fowler and Rainelli focused on the evolving quality standards and the impact of technology, such as QR codes connecting consumers with the origin of their produce.

TRANSPORTATION AND LOGISTICS

A transportation and logistics panel included Leo Holt, president, Holt Logistics; Jean Elie, assistant director of business development, Port Everglades; Ed Fitzgerald, vice president of trade services, GEODIS; and Ruben Ramirez, country manager, IFPA. Priscilla Lleras, executive director, Peruvian Asparagus Importers Association, moderated the panel , which addressed “The Dynamics of Shipping and Delivery.”

Panelists discussed the port strike involving some 45,000 dockworkers at East and Gulf Coast ports, which has been suspended until Jan. 15.

“There are many requirements that have to be set in place prior to importing, and that really pertains to USDA (U.S. Department of Agriculture) permits, basically, to make sure your product can come into United States, and if there’s certain conditions that are required,” says Ramirez.  “So, it’s very important, especially looking forward to what may happen in January. You have to take that into account.”

Holt spoke on the streamlined processes and reduced paperwork due to technology and government initiatives.

When asked about a USDA wish list, Holt says a clearer, apolitical channel to get approvals required and all agencies on the same page would be his wish. “One country gets it if they do X, another country doesn’t get it because of politics.”

The panel spoke on the evolving arrangements with exporters, growers, and logistics in the fresh produce industry.

ASIA

Sophia Bennett, Northwest business development manager, PRODUCE BUSINESS, moderated a panel on “Importing From Asia: Seizing on Unique, Specialty Products.” Robert Schueller, director of public relations, Melissa’s Produce, and Peng Liu, president, Orchard Direct, discussed key imports, challenges like cold chain maintenance, pesticide standards and logistical issues with Asian imports.

Schueller discussed Melissa’s extensive import operations from Asia, highlighting their 40-year history and 1,500-plus produce items. They import from 40 countries, with significant volumes from China, Vietnam, Thailand, South Korea and Taiwan. Key products include fresh ginger, edamame, dragon fruit, and various mangos.

He said Melissa’s faces challenges like cold chain maintenance, pesticide standards and logistical issues. Despite these, they leverage relationships and attend trade shows to source unique, high-end items, like $400 pineapples and crown melons.

Liu says he started Orchard Direct about 10 years ago, importing nuts, but today Asian pears are a top-selling product. “At this time, each market loves these varieties, so we just want to spread our opportunity to the American market.”

Liu says that in China, there are two standards. “One is food safety and also food quality.”

CHILE

Andres Rodriguez, agricultural attache of Chile to the U.S. and Canada, briefly spoke on the changes in Chile and how it can be a harbinger for others.

SOUTH AMERICA

Gustavo Yentzen, president, Yentzen Consulting, moderated the “Importing From South America: Expanding Horizons and Trade” panel, which included Alejandro Moralejo, chief executive, Salix Fruits; Manuel Alcaino, president, Decofruit; Felipe Kanacri, general manager, AM Fresh Group; and John Ercolani, vice president of operations, J&K Fresh East.

The discussion focused on the challenges and opportunities in South American exports. Key points included the significant increase in Peruvian exports, from $20 billion to $40-$50 billion over the past decade.

Concerns were raised about water shortages affecting fruit quality in Peru. Logistical challenges, such as overlapping shipping windows and potential work stoppages, were highlighted.

“Jan. 15 will be here before we know it. There will be a tremendous amount of fruit on the water, as it relates solely to South America, particularly Peru and Chile,” says Ercolani. “It’s scary to think about what’s going to happen. I don’t think anybody would be willing to predict it.”

Projections for the upcoming season suggest Chile and Peru may export 65% and 70% of their volumes, respectively.

As a fun question, panelists were asked if they were given money, which South American commodity would they invest in. Alcaino and Kanacri say grapes, Moralejo says Valencia oranges, and Ercolani says Colombian limes.

SAVE THE DATE!

Mark your calendar for next year’s New York Produce Show and Conference: Dec. 2-4, 2025.

And exhibitors, book your booth now, as there’s a limited time to maintain the current booth rate. Visit www.nyproduceshow.com/exhibit2025 or talk to your sales representative before Jan. 12, 2025, to lock in the 2024 rate.