Fruit and vegetable production and consumption in Asia and the Pacific region have shown a marked upward trend over the past several years. Rising consumer demand in the region has come with greater awareness of food safety issues and increased need for convenience and quality. The fresh-cut produce sector has responded to these demands, and is currently at different stages of development across the region.
In the early 80’s, when he saw the Cerrado, a vast tropical ecoregion of Brazil, and the excellent land quality in Janaúba, a small town in Minas Gerais state, Mr. Yuji Yamada had no doubt it was the gateway to the conquest of the Cerrado.
A Japanese immigrant, who arrived in Brazil in 1960, he is a natural entrepreneur that initiated activities planting fruits and vegetables in Registro, a town in São Paulo state.