AN Australian-based online wholesale fresh produce trading platform will make its Asian expansion debut this week.
The HiveXchange, a digital trading hub for vegetables, fruits and nuts, has expanded into Asia to facilitate the export interests of its supplier members.
While the HiveXchange opened a Hong Kong office about three months ago, it will step out more publicly at Asia Fruit Logistica, one of the world's largest trade shows, which takes place from Wednesday to Friday in Lantau.
The business will do more than simply have a presence on the tradeshow floor.
It has been invited to present at the conference attached to the event, Asiafruit Congress, on the power of B2B e-commerce to unlock value in food supply chains.
The HiveXchange is actively recruiting commercial buyers looking to source Australian produce through information rich, short supply chains.
HiveXchange chief executive officer and co-founder, Antonio Palanca, said Asian consumers, buyers and food supply chains are already digitally savvy.
According to Mr Palanca, in Asia’s e-commerce driven supply chain, the HiveXchange offers a comparative advantage to Australian exporters by removing the barriers of distance, market awareness and access.
"We see an enormous opportunity for Australian exporters to build on our national reputation for safe, premium produce by bringing buyers virtually to Australian farms, selling the story of our produce and facilitating trade in an innovative digital marketplace,” Mr Palanca said.
The HiveXchange translates market offers into any language in real time, allowing Australian producers and businesses to access, negotiate and trade with international buyers on one interface.
Traders can control who sees offers and no buyer or seller can see what offers have been posted or accepted by others in the marketplace.
Registration in the digital marketplace is free and the business's website emphasises that is "not a merchant or agent – it is a trade facilitation platform".
The HiveXchange charges sellers a service fee for facilitating trades and providing the supporting environment.
The HiveXchange won't be the only one flying the Australian flag at Fruit Logistica.
Among the considerable Australian contingent will be Horticulture Innovation Australia (HIA) showing off its recently launched export and awareness campaign for Australian fresh produce, Taste Australia.
More than 11,000 top-level buyers and trade professionals from more than 70 countries are expected to attend Asia Fruit Logistica which will boast more than 800 exhibitors, a 30 per cent expansion on last year.