A vision for the next decade: Fresh produce and advanced tech synergy
As the fourth industrial revolution blurs the lines between the physical, digital and biological spheres, some of its most dramatic and exciting changes are occurring in the world of agriculture. Futuristic technology is now an increasingly commonplace part of fruit and vegetable production around the world.
The synergy between this technology and human expertise is unlocking unprecedented productivity, providing a timely solution for some of the most urgent challenges of our times. This synergy is enabling the industry to scale up production while scaling down the estimated annual waste of $900 billion in fresh produce.
Factors driving the burgeoning demand for fresh produce
The accelerating growth in demand for fruits and vegetables is one of the few absolute certainties running through this period of radical change.
In the immediate term, a rising population will of course continue to drive much of this growth. The market is expected to grow by 7.19% until 2028. In particular, the economic impact of the export market is expected to surge, with Mexican fresh produce exports to the U.S. set to exceed $53 billion by 2030.
Changing demographics and the centrality of sustainability
The marked change in consumer preferences bodes well for fresh produce. Sustainability and health consciousness, especially among younger consumers, feature as major drivers of purchasing decisions. This aligns with the growing emphasis on Environmental, Social and Governance principles.
This convergence of consumer health and sustainable business practices presents many opportunities for forward-thinking enterprises. As more countries adopt net-zero commitments, the agricultural sector at large is under increasing pressure to reduce its carbon footprint and pivot towards greener practices. Making a dent in the global food waste problem is a critical first step towards realizing these sustainability goals.
New distribution channels
The way that people buy and sell their fresh produce is also evolving. The International Fresh Produce Association has predicted that by 2025, online shopping will account for 20% of all grocery sales. As eCommerce emerges as a major distribution channel, the need for objective quality control with real-time data sharing, reliable storage and distribution is becoming more acute.
Overall, the ever-increasing appetite for fresh produce bodes well for the industry as a whole. But meeting this demand poses technical challenges of its own. Here are just some of the ways in which the industry is responding by leveraging the best technology available.
How the fourth industrial revolution is shaping the future of fresh produce
The farms and orchards of today are becoming intricate networks of sensors, artificial intelligence, and data, producing food in higher quantities but with a smaller ecological impact.
With the integration of internet-connected devices and sensors, farmers can now get real-time data on soil moisture levels, plant health and weather conditions. Paired with machine learning, this data can predict pest attacks and disease outbreaks and guide precision agriculture techniques. These predictive analyses can lead to timely interventions, ensuring optimal health for crops.
More opinion from Elad Mardix: Why the fresh produce industry is ripe for AI-powered carbon reduction
At the same time, drones — or unmanned aerial vehicles — are becoming farmers' eyes in the sky. Equipped with advanced imaging capabilities, drones can map out fields, monitor crop growth and detect areas that require attention. This aerial surveillance not only saves time, but also ensures a comprehensive evaluation of large-scale farms.
Once produce makes it into the supply chain, traceability technologies can now be used to track the entire journey from farm to store. This ensures accountability at every stage, reduces spoilage and guarantees consumers receive fresh, traceable products.
Fresh produce quality control gets smart
Finally, we come to quality control: the crucial step between harvest and distribution. Traditional, manual quality-assurance processes can no longer support producers, retailers or marketers in an increasingly dynamic and connected ecosystem.
Here, too, AI is having a profound impact. In particular, computer vision makes it possible to scan fresh produce with cameras, analyze data in real-time, and instantly grade whole batches of produce based on quality. Crucially, it can all happen in moments, with nothing more than a smartphone. This not only expedites the quality control process but also minimizes human error, ensuring only the best reaches consumers with minimal waste across the supply chain.
With these AI-driven systems, quality control isn't a post-process affair. Instead, it’s a streamlined, iterable process that companies can use to guarantee the integrity of the supply chain, minimize waste and radically increase operational efficiency.
By bolstering human expertise with AI capabilities, the fresh produce industry stands on the cusp of a quality revolution. The blend of human expertise with machine precision promises a future where quality is the norm, not the exception.
Charting the digital horizon: The next chapter for fresh produce
As we look ahead to the next decade, the confluence of fresh produce and advanced technology isn’t just about scientific curiosity — it's a necessity. The potential of this synergy is vast: from ensuring food security for a burgeoning global population, enhancing the quality of the produce we consume, to making operations greener and more sustainable.
But it's the will of producers, grocery retailers and consumers to adapt and evolve that will truly determine the trajectory of the fresh produce industry. As the landscape of agriculture and technology continues to intertwine, we're not just looking at incremental changes; we're envisioning a holistic transformation that redefines how we grow, distribute, and consume our food.
The future of fresh produce is digital, and in our view, it’s never been brighter.
Elad Mardix is the CEO and co-founder of Clarifruit, an AI-powered quality control (QC) software for the fresh produce industry. Prior to co-founding Clarifruit in 2018, he had a 12-year career working for J.P. Morgan in both New York and Hong Kong, where he ran J.P. Morgan’s Asia Technology banking franchise. As a senior tech banker, he partnered with tech entrepreneurs. Mardix holds a bachelor’s degree in economics and accounting from Bar-Ilan University in Israel and an MBA from the University of Virginia’s Darden School of Business.
