Messe Berlin has launched Fresh Food Expo Asia Pacific, a new Singapore trade show covering fresh produce, meat, seafood and dairy alongside the technology and logistics needed to supply them.

Announced on 27 October, the first edition will take place from 16–18 November 2027 at Sands Expo & Convention Centre. It will join Singapore International Agri-Food Week from 2027, giving supermarket buyers and suppliers another regional meeting point for fresh food sourcing and supply-chain discussions.

The launch extends Messe Berlin’s food events beyond the fresh fruit and vegetable focus of FRUIT LOGISTICA. The organiser says the new Fresh Food Expo brand will address a broader range of food categories and the services supporting their production, distribution and trade.

That distinction matters when buyers plan their exhibition calendars. A produce team comparing growers and importers has a different brief from a chilled-food team reviewing meat, seafood or dairy suppliers. FFE APAC is intended to bring those interests together with technology providers and logistics businesses.

The exhibition will have three core sectors: Fresh Food, Agri & Fresh Technology, and Logistics and Distribution.

The technology sector will cover on-farm production, cold-chain and ripening systems, freshness and shelf-life solutions, processing and packaging. The logistics sector will include freight, customs clearance, ports, warehousing, supply-chain tracking, wholesale markets and distribution.

For procurement teams, putting those services alongside food suppliers could make it easier to discuss the complete supply proposition. Product price is only part of the calculation for fresh categories; remaining shelf life, transport arrangements, storage conditions and delivery reliability also affect commercial viability.

The launch announcement promises business matching and industry content, but does not set out exhibitor numbers, a confirmed retail buyer list or detailed participation costs. Those will be important measures for companies deciding whether to allocate exhibition and travel budgets.

Messe Berlin CEO Dr Mario Tobias said the show would extend the organiser’s networks into new fresh food segments and connect producers and buyers with technology and logistics providers.

The event is supported by the Singapore Food Agency, Temasek and Enterprise Singapore. Messe Berlin has also formally joined the memorandum of understanding underpinning Singapore International Agri-Food Week.

The Singapore Tourism Board participated in the launch ceremony. Its involvement places the exhibition within Singapore’s wider effort to attract international business events, while the food-sector partners emphasised supply resilience, market access and investment.

Singapore’s role as a trade and logistics hub is central to the proposition. The country’s fresh produce importers and supermarket suppliers provide relevant local context for overseas businesses assessing distribution relationships and regional market access.

However, an exhibition meeting does not remove the need to check the requirements for each destination market. Suppliers will still need to establish product eligibility, documentation, labelling, temperature controls and the responsibilities of their importing partners.

FFE APAC will sit alongside FRUIT LOGISTICA in Berlin and ASIA FRUIT LOGISTICA in Hong Kong within Messe Berlin’s wider food portfolio. The organiser describes the new brand as complementary to those produce-focused events.

For companies comparing international trade shows for supermarket sourcing, the key question will be whether the Singapore edition attracts the category decision-makers and regional distribution partners relevant to their business.

With more than a year before the inaugural show, the next practical milestones are the exhibitor line-up, buyer programme and business-matching arrangements. Those details will help buyers and suppliers assess how the new event fits their 2027 sourcing plans.

Editor’s Note: Based on Messe Berlin’s press release dated 27 October 2026, supplied directly to GTN. We have added analysis of grocery sourcing, distribution and the information buyers need when assessing a new trade show.