Reminder, Arabfields, Newsroom, Romania — Yuksel Seeds is preparing to make its first appearance at Asia Fruit Logistica, using the 2026 event in Hong Kong to strengthen its position in one of the world’s fastest-growing fresh produce markets.

The Turkish seed company will present its vegetable portfolio to growers, distributors and other industry professionals when the trade show opens on September 2. The move comes as Asian fresh produce markets continue to attract investment and as growers look for varieties that can deliver reliable yields while meeting changing consumer preferences.

For Yuksel, the decision to exhibit in Hong Kong is closely linked to its growing business in China and the wider region. The company has developed a local presence in China and works with growers and partners to test varieties under local production conditions. That practical approach is becoming increasingly important as producers face different climates, disease pressures and consumer expectations across Asia.

The company has more than 35 years of experience in vegetable seed development and operates 12 research and production stations. Its portfolio includes more than 900 commercial varieties across 18 crop species, with tomatoes remaining one of its key areas of expertise.

Asia Fruit Logistica provides a particularly important setting for the company this year. The 2026 edition is expected to attract more than 14,000 trade visitors and around 760 exhibitors, with buyers from more than 75 countries and regions. More than 5,000 buyers are expected to attend, creating a large audience for companies looking to build commercial relationships across the region.

For growers walking through the exhibition halls, the value of a seed company is ultimately measured in the field. A variety that performs well in trials but struggles under commercial conditions offers little protection against the pressures facing farmers. Yuksel is therefore expected to place emphasis on varieties designed around yield, quality, disease resistance and adaptability.

China is likely to remain a major focus. The country’s enormous consumer base and expanding modern retail sector have created opportunities for vegetable producers who can consistently supply attractive, high-quality produce. At the same time, local growers are becoming more selective about genetics as production costs rise and climate conditions become less predictable.

The company’s wider Asian strategy could benefit from these trends. In 2026, Asia remains a major centre of fresh produce consumption and increasingly relies on trade within the region. About 17.3 million tonnes of fresh fruit were imported by Asian markets in 2024, with roughly 12.5 million tonnes traded between Asian countries. While those figures concern fruit rather than vegetables, they underline the scale of the regional food system that seed companies are seeking to serve.

Yuksel’s presence in Hong Kong also gives the company an opportunity to listen directly to growers and buyers. Conversations at a trade show can reveal problems that are difficult to capture through market statistics alone, from a tomato variety that struggles during a particular weather period to changing preferences among supermarket shoppers.

Looking ahead, the company is likely to use its first Asia Fruit Logistica appearance as a platform for further expansion rather than treating the event as a one-off exhibition. If its local trials continue to generate commercial demand, Yuksel could increase the number of varieties being tested and introduced across Asian markets.

The outlook is particularly promising for genetics that combine productivity with resilience. As growers face pressure from extreme weather, disease and tighter margins, demand for varieties capable of performing consistently under difficult conditions is expected to increase.

Asia Fruit Logistica could therefore mark an important step in Yuksel Seeds’ regional development. With a large international audience gathering in Hong Kong and the company already established in several important agricultural markets, its first appearance is likely to be less about introducing itself to Asia and more about expanding relationships that could shape its next phase of growth.