Hortifrut says it has launched BerryReality, a virtual reality project that will offer a new way for professionals and consumers to connect with the growing experience, innovation and sustainable practices that promote responsible berry enjoyment.
With BerryReality, users will be able to take a virtual tour of Hortifrut’s growing fields, explore its research laboratories and discover how sustainability is deeply integrated throughout the company’s operations, according to a news release. The global interactive environment, which shows the fields in Peru, Morocco, Spain and Portugal, offers a multi-sensory experience, simulated in 3D and without moving out of the virtual environment.
It will also be possible to discover Hortifrut’s vertical business model, which covers the process from the development of new varieties, through nurseries, laboratories and production fields, to the final consumer through agricultural and commercial operations, the release said.
Hortifrut said it will present the experience at the Hortifrut stand at Fruit Attraction 2024, Hall 9, Stand E10, Oct. 8-10 in Madrid.
The virtual experience includes three stages.
Berry pioneers: Genetic innovation in berry cultivation
With BerryReality, the company said visitors will be able to:
- Learn firsthand about the genetic innovations that make it possible to obtain plants with better yields and greater resistance.
- Explore the selection fields and witness the development process of new varieties.
From farm to table: The operation in detail
With BerryReality, the company said users will be able to experience every stage of the production process, from cultivation to the arrival of berries on the table of consumers around the world. This reinforces Hortifrut’s commitment to transparency and quality throughout its value chain, the release said. During the virtual tour, visitors will be able to:
- Tour Hortifrut’s growing and harvesting facilities in different countries.
- Learn how its operations work, including packing, quality control and logistics, so that berries reach the final consumer’s table with maximum freshness and quality.
Sustainable innovation: Sustainable innovation at the service of the environment and communities
BerryReality allows visitors to explore Hortifrut’s sustainability initiatives and see how it works to minimize environmental impact while supporting local communities. In this segment, users will be able to:
- Discover sustainable agricultural practices, which promote biodiversity.
- Learn about programs that support the people who work for the organization and the communities where they operate.
The focus on sustainability not only aims to protect the environment, but also to improve the living conditions of the people in the communities where they operate, the company said.
