World Fresh Forum Malaysia - Spain

 

As part of Fruit Attraction will be celebrated once again World Fresh Forum in which business opportunities and solutions will be presented business challenges that exist in the importing countries invited to this edition Mexico and Malaysia, to which is added also China. Organized by the ICEX Spain Export and Investment, IFEMA MADRID and FEPEX, the Forum will hold its session focused on Malaysia on September 23 via Zoom.

 

The Malaysian fruit and vegetable market presents significant opportunities given the high dependence on imports for some products, especially non-tropical fruits, and the positive growth prospects. Between fruits and vegetables, 2,9 million tons of imported fruit and vegetables are imported annually. At the same time, it is a highly competitive market, with China as the main source, which has been gaining market share over recent years.

 

The fruit subsector offers the most options. In 2024, Malaysia's fruit imports amounted to €962 million. Annual growth since 2020 has been 8,1%. This trend is expected to continue in the coming years thanks to increased demand from the population. In more detail, the most imported products are citrus fruits (22,4%), apples (15,8%), and, in third place, grapes (12,5%). Imports of these products grew by 2024%, -20%, and 1%, respectively, in 8.

 

The vegetable subsector, although larger in terms of imports, presents more challenges for the Spanish companiesIn 2024, €1.200 billion worth of vegetables were imported. The share of Spanish companies is lower than that of fruits, with truffles and mushrooms accounting for 25% of our exports to Malaysia. Of the former, Spain is Malaysia's second-largest trading partner behind Italy.

 

When: September 23, 2025 | 09:00 a.m. (Madrid time)

 

PROGRAM. Opportunities for the Spanish fruit and vegetable sector in Malaysia

9.00 Welcome and introduction

María José Sánchez – Director of Agri-Food Fairs at IFEMA Madrid

José Mª Zalbidea – general secretary of FEPEX

                                    María Naranjo – Director of the Food Industry at ICEX

 

9:05 Market Access Regulatory Framework

Marta Alzás - Deputy Director General of Inspection, Certification and Technical Assistance for Foreign Trade

Miriam López – Deputy Directorate General of Health Agreements and Border Controls, Ministry of Agriculture, Fisheries and Food

 

9:30 Market opportunities and marketing trends

                                    Juan Guía, Economic and Commercial Counselor in Malaysia

    Andrew Tay (Kuala Lumpur Fruits Wholesalers Association) Market Outlook for Fruit and Vegetables in Malaysia.

    Chloe Ru Yee Koay (Chop Tong Guan Sdn Bhd – Malaysian Importer) What does the Malaysian consumer look for in the international market?          

 

10:00 Conclusions

 

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