Even in Asia, a market with a deserved reputation for being at the cutting edge of grocery ecommerce, the past year has seen major advances in the development of this new retail arena.

That’s the view of Ruth McLennan, commercial director for south-east Asia at Dairy Farm, one of Asia’s largest food retailers with annual sales of more than US$12bn.

“Like all markets, the pandemic has brought online to the forefront for both customers and retailers alike,” she tells Chris White in the latest episode of Fruitnet’s weekly conversation series Fruitbox.

“In Asia, the progress is mixed. Some markets have established online businesses and some others are quite new to the arena. Online is very progressed in Hong Kong, China and Singapore, so in some of our other markets, such as Malaysia, Indonesia and Cambodia, this channel has seen a meteoric rise as customers shift their shopping habits.”

With growth in online grocery shopping as high as 20 per cent in some of those countries, there have been rapid changes to the food retail landscape, McLennan says.

“What’s also interesting is the move from the wet markets to online, as they were closed during the height of the pandemic.”

The pandemic has also highlighted the importance of supply chains, and maintaining supply of the freshest products for customers, she adds.

Hosted by Chris White in London, Fruitbox attracts a big audience across the global fruit and vegetable business that tunes in every week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Read the latest fresh produce industry news at www.fruitnet.com

58 · Ruth McLennan, Dairy Farm Group

Finding a safe and sustainable way to extend the shelf-life of fruit and vegetables represents an important priority for anyone in the business of selling fresh produce.

That’s why shelf-life extension technologies like SmartFresh, first launched around two decades ago to great acclaim in the apple business, have been so instrumental in driving up quality and reducing waste.

Now, having had a major impact not just on apple supply chains but also on items like kiwifruit, plums, and pears, SmartFresh developer AgroFresh is introducing VitaFresh Botanicals, a set of edible, plant-based coatings that promise to have the same impact on other products such as citrus, avocados and mangoes.

As Carles Doménech Rodríguez, the group’s global coatings and disinfectants product lead, explains in the latest episode of Fruitbox, the new range is an important step forward in terms of extending freshness.

“VitaFresh gives retailers a much stronger opportunity to market the best-quality products, and also to improve consumer satisfaction while increasing profit potential,” he explains.

Hosted by Chris White in London, Fruitbox attracts a big audience across the global fruit and vegetable business that tunes in every week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Read the latest fresh produce industry news at www.fruitnet.com

63 · Carles Doménech, AgroFresh

Experience, instinct, maybe even just gut feeling – all of these things play an important part in helping fresh produce companies make strategic decisions.

But in a world where computers are able to collect and even interpret an increasing volume of potentially useful information relating to almost every single link in fruit and vegetable supply chains, perhaps nowadays a more analytical, data-focused approach to business makes more sense.

Giles Barker is chief executive of KisanHub, a company that has developed data analysis software specifically for the fresh produce sector. As Barker explains in the latest episode of Fruitbox, this platform allows produce companies to collect their data in one place and to analyse it, which apparently helps them boost their margins and improve relationships with customers.

“Fresh produce has been lagging behind other industries and I think it’s time to move it forward,” he says.

But the idea isn’t to replace the expertise that lies in the people who run fresh produce companies, Barker is keen to point out: “Gut feeling is something that you develop over many years of seeing the same thing happen, or different things happen each season, so you learn how to take decisions on the fly. Platforms like ours do something similar, the only difference is that the data doesn’t get forgotten. It’s always in the system and then you can make comparisons.”

During the conversation, Barker discusses the enduring importance of human involvement in data analysis, the prospects for connecting consumer and retail demand patterns with production information, and the need to open new opportunities by making agriculture a more digitally connected business.

Hosted by Chris White in London, Fruitbox attracts a big audience across the global fruit and vegetable business that tunes in every week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Read the latest fresh produce industry news at www.fruitnet.com

64 · Giles Barker, KisanHub

What does ‘managing your data better’ actually mean? For Nico Broersen Junior of Dutch startup AgriPlace, it can be something as simple as reducing the volume of emails you send and receive, or minimising the number of times you enter information into a spreadsheet.

Even for tech-savvy people in the fruit and veg business, it can be hard to really understand what data management really involves in practice.

But as Broersen warns in the latest episode of Fruitnet’s conversation series Fruitbox, fresh produce companies are storing up trouble for themselves by hoarding crucial information in “dangerously large spreadsheets”, “endless folders” and increasingly large email databases.

“This makes it really hard to see what is going on in your supply chain, and also to identify risks,” he explains. “When a risk occurs – for example a producers loses its certification – you want to be able to see through which packhouses and suppliers a product has arrived, to avoid risk now or later on.”

And with retailers asking more and more of their suppliers in terms of knowing precisely where their products originate, these days the stakes are even higher.

That’s why AgriPlace is helping companies move to safer and more sustainable practices, by using digital systems to collect information automatically and keep it accessible.

“We help companies ensure the product fulfils the customer requirements, while saving them time and cost by not having to send endless emails and filling spreadsheets and ERP systems manually,” he says.

Hosted by Chris White in London, Fruitbox attracts a big audience across the global fruit and vegetable business that tunes in every week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Read the latest fresh produce industry news at www.fruitnet.com

66 · Nico Broersen Junior, AgriPlace

The supermarkets’ rapid rise has been accompanied by a dramatic increase in the amount of data that flows along their supply chains.

But as Tesco’s technical manager for salads Mike Corbett explains in the latest episode of Fruitbox, all of that information helps to reassure consumers that the food they buy has been sourced in a safe, secure, ethical and sustainable manner.

“The demand for more data and more insight has steadily risen  [over the last 30 years],” Corbett explains. “There are lots of ways and means of capturing data and demonstrating to consumers that we are being ethical, we are trying to be sustainable, we are trying to be traceable, we do care about provenance. A huge amount of data has to be captured to demonstrate our credentials.”

For some in the business, it might seem that retailers ever-increasing demand for information is excessive and perhaps even intrusive. But as Corbett observes, efforts have been made to reduce the administrative burden on suppliers.

“We’re continually demanding more information, and greater access, but we’re building up these pictures to help customers understand that we’re trying to do the right thing by them,” he argues.

“Yes, it can be quite challenging for suppliers and producers, but there are reasons for that. These are things that customers care about.”

Hosted by Chris White in London, Fruitbox attracts a big audience across the global fruit and vegetable business that tunes in every week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Read the latest fresh produce industry news at www.fruitnet.com

67 · Mike Corbett, Tesco

The importance of air cargo services to the global fresh produce business has certainly taken off in the past 18 months as the Covid-19 pandemic has landed ocean container shipping networks with a major circulation problem.

As Orlando Wong explains in the latest episode of Fruitnet’s conversation series Fruitbox, a sharp increase in demand for consumer goods in the world’s major markets has led to logjams in ports that where the traffic previously flowed freely.

“The last I checked there were about 64 vessels waiting to come into dock at [the Port of] Long Beach,” he reveals. “The situation has really not improved. The container yard is quadruple stacked, [whereas] normally it’s only double stacked. Essentially, Long Beach is now like a storage dock. There is no room to work around, and the infrastructure needs to be expanded in a big way.”

Wong is CEO of perishable produce logistics specialist Able Freight, and from his headquarters in Los Angeles he can see firsthand the pandemic’s impact on both sea and airfreight.

And despite a simultaneous decline in the number of passenger flights circumventing the earth, he says it’s also apparent that airlines are working to free up new space for cargo to take to the skies.

“It’s been a very challenging 18 months. Obviously it started with 95 per cent of all international passenger flights suspended. So we had to look elsewhere, mostly at charter airlines, for cargo capacity,” he recalls.

In effect, the new normal for airfreight may well involve a larger volume of temperature- and time-sensitive cargo capacity being in the sky.

“We were very fortunate that the airlines started to put their thinking caps on, and started converting passenger planes to cargo planes. So that really helped a big deal.”

During his 15-minute chat with Fruitnet’s Chris White, Wong also considers the ongoing effect of fuel price inflation, the potential for new models of electrified transportation, and the importance of making supply chain temperature control even more visible.

Hosted by Chris White, Fruitbox attracts a big audience across the global fruit and vegetable business that tunes in every week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Read the latest fresh produce industry news at www.fruitnet.com

72 · Orlando Wong, Able Freight

Lemons have been an undoubted sales success for the fresh produce industry in the past few years. But for Juan Martín Hilbert, fresh fruit commercial director at the world’s largest lemon producer, San Miguel, it is not yet time to start cutting slices for a round of celebratory drinks.

“There has been a big jump in the consumption of lemons, but the supply is catching up and sometimes overtaking demand in some months of the year. That’s a challenge for the industry,” he observes during the latest edition of Fruitbox.

“It’s still low if you compare it with other items. Consumption per capita in the US is only 2kg per year, whereas in Europe it’s more than 3.4kg.”

But there will be opportunities to sell even more, he agrees, provided the marketing helps consumers understand the fruit’s potential benefits. “My dream is that every person in the world drinks lemon water in the morning,” he says. “A lot of people I know are getting used to this idea and that drive is helping consumption.”

San Miguel has expanded its lemon production outside its native Argentina in recent years, adding sources in Uruguay, South Africa and Peru.

And having consolidated its position as a dependable counter-seasonal supplier out of the Southern Hemisphere, the next decade could potentially see it become a global source of the fruit.

“The second stage we are working on is being closer to the consumer,” Hilbert reveals. “Now we think that the power is shifting and we need to be very close to the consumer to give [them] a very good, fresh product all year round. Some retailers really need that.”

With commercial offices already established in Seville, Valencia and Shanghai, and with another  due to open soon in Philadelphia, proximity could soon lead to production.

“We need to be close to the customers there, and if they need us to produce in the Northern Hemisphere, it’s definitely something we can work on.”

Hosted by Chris White, Fruitbox attracts a big audience across the global fruit and vegetable business that tunes in every week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Read the latest fresh produce industry news at www.fruitnet.com

73 · Juan Martín Hilbert, San Miguel

Fruit Logistica has been postponed from February to April, a point in time when the world’s leading fresh produce trade fair should be safer, not to mention more accessible.

Kai Mangelberger, project director of Fruit Logistica, believes the decision was a necessary one. “if you look at all the forecasts and you listen to all the experts, then it’s clear that April is a safer date than February,” he tells Chris White in the latest episode of Fruitbox.

“In addition, we also have the benefit of hindsight: we know what happened last year… We already have all the necessary hygiene and safety protocols in place. They will apply in April too,” he adds.

Mangelberger also believes that “many more” visitors will be able to attend Fruit Logistica in the European spring.

“We expect restrictions will be different to those that apply today,” he suggests. “And I am very optimistic that by next April more vaccines will have been approved by the German authorities. That means Fruit Logistica can be open to more people from around the world.”

Hosted by Chris White, Fruitbox attracts a big audience across the global fruit and vegetable business that tunes in every week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Read the latest fresh produce industry news at www.fruitnet.com

74 · Kai Mangelberger, Fruit Logistica

Many of the world’s leading tomato suppliers have invested heavily in better-tasting varieties, but the widespread perception that tomatoes ‘don’t really taste of anything’ seems to persist. Why is that?

For Synnøve Johansson, business development manager at Belgian cooperative Hoogstraten, the fact that consumers appreciate tastier products hasn’t yet altered the received wisdom among most supermarket buyers in the mainstream market.

Simply put, more investment is needed to create better-tasting supply, and more support is needed from retailers in particular to convey that quality. “A lot has changed in the category, but there are still tasteless tomatoes in the category,” she tells Fruitnet’s Chris White in the latest episode of Fruitbox.

The value of tomatoes that taste better is clear, Johansson adds: “Taste equals repeat purchase. Yes, as consumers we want local produce, we would like it to be organic, sustainably produced, sustainably packaged, and cheap.

“However, when we know it tastes good, all of these other requirements become less relevant. Taste is the best way for us as an industry to support that growth in consumption that we all want to see.”

To encourage more retailers to buy into that theory, Hoogstraten has invited a number of buyers to visit its production sites, where they can sample a range of great-tasting varieties – including some that are not yet available on the market.

Hosted by Chris White, Fruitbox attracts a big audience across the global fruit and vegetable business that tunes in every week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Read the latest fresh produce industry news at www.fruitnet.com

75 · Synnøve Johansson, Hoogstraten

Margriet Looije of Dutch tomato grower and marketer Looye Kwekers talks to Chris White about how focusing on quality and taste has helped grow sales. Recorded live at Global Tomato Congress in The Hague on 24 May 2022.

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

80 · Margriet Looije, Looye Kwekers

Johnathan Sutton of global avocado grower and marketer Westfalia talks to Chris White about how sustainability is playing a much more central role in the marketing of avocados.

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

81 · Johnathan Sutton, Westfalia

Rob Harrison of Britain's largest berry business Berry Gardens talks to Chris White about the short-term challenges and long-term opportunities in the UK berry market, plus what to expect from Driscoll's' deal to buy into the business. 

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

82 · Rob Harrison, Berry Gardens

In this sponsored episode of Fruitbox, Matt Holland of TIVE talks to Chris White about how supply chain disruption now requires new technical solutions that improve transparency and allow for immediate fixes.

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

84 ·Matt Holland, TIVE

Marc Peyres of Blue Whale talks Chris White about the major challenges facing growers and exporters of apples and pears in Europe and the rest of the world.

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

86 · Marc Peyres, Blue Whale

Kristian Moeller of GlobalGAP talks to Chris White about the latest  improvements to the world's most widely used system to certify fresh fruit and vegetables.

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

87 · Kristian Moeller, GlobalGAP

Asia Fruit Logistica and Asiafruit Congress are back: Chris White talks to David Axiotis and John Hey about the in-person return of Asia'a favourite fresh produce event to Bangkok from 2-4 November 2022.

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

88 · David Axiotis and John Hey, Asia Fruit Logistica

Anne Dingstad, the newly-appointed chief executive of Saga Robotics, talks to Chris White about the future of automation in fresh fruits and vegetables. 

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

89 · Anne Dingstad, Saga Robotics

Matt Palise of Red Rich Fruits talks to Chris White about how a fresh produce business deals with the high costs that go with marketing fresh fruits and vegetables in Australia.

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

90 · Matt Palise, Red Rich Fruits

Yuyuh Sukmana, the Jakarta-based South-East Asia regional manager for Vanguard International. talks to Chris White about the prospects for South-East Asia in view of the slowdown in demand in China. 

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

91 · Yuyuh Sukmana, Vanguard International

Driscoll's Europe managing director Russell Allwell talks to Chris White about the steps for its new acquisition in the UK and the ongoing growth opportunities for berries. 

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

92 · Russell Allwell, Driscoll's Europe

Carlos Bonet and José Vottero of FRESH FRUIT-X talk to Chris White about how the growth of supermarkets in places like Vietnam and Malaysia is powering the growth of their new business focused on fresh fruit and vegetable marketing in South East Asia. 

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

93 · Carlos Bonet & José Vottero, Fresh Fruit-X

Clemengold founder Abs van Rooyen talks to Chris White about how the South African citrus brand has gone global. Its development has lessons for produce branding in future. 

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

94 · Abs van Rooyen, Clemengold

Sir Charles Godfray gave this year's prestigious City Food & Drink Lecture in London. He talks to Chris White about how the food system needs to change to adapt to the challenges of population growth and climate change. It's good news for our business of fresh fruits and vegetables.

Fruitbox is essential listening for everyone in the fresh produce business. Every episode attracts a large global audience that tunes in to hear exclusive interviews and analysis about fresh fruits and vegetables. Fruitbox is produced by Fruitnet Media International.

To tell your story on Fruitbox, email chris@fruitnet.com
To sponsor Fruitbox, contact advertising@fruitnet.com

95 · Sir Charles Godfray, Oxford University

Eurofruit editor Mike Knowles speaks to Daniel Soares of French interprofessional organisation Interfel at Asia Fruit Logistica in Hong Kong about France's growing export trade to Asia.

Asia now hugely important to French fruit exporters

Fruitnet's Mike Knowles speaks to various members of the Crimson Snow apple consortium, including its new member, French group Mesfruits. Featuring, in order of appearance: Francois and Jacques Mestre, Mesfruits (France; Luis and Richard Clementi, Fratelli Clementi (Italy); Gojko Zagorac, Verda Vivo (Serbia); Eraldo Barale, Sanifrutta (Italy); Andrea Iseppi, Iseppi Frutta (Switzerland); Gerhard Dichgans, Vog (Italy); Jürgen Braun, Kiku Variety Management.

New apple Crimson Snow blazes a trail in Europe

Dragons’ Den star Shawn Harris knows the value of innovation to the fresh fruit and veg industry. Having established Nature’s Pride and turned it into the world’s largest importer of avocados, she recently set up Orange Wings, a startup accelerator for promising new businesses.

As Harris explains in Episode 13 of Fruitbox, there is still plenty of room for improvement through innovation in industries like fresh produce, which is one of the reasons Orange Wings is now supporting startup companies around the world.

Hosted by Chris White in London, Fruitbox was launched in March 2020. Already, a few thousand listeners from across the global fruit and vegetable business are tuning in twice a week to hear its exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Fruitbox 13 – Fruit and veg must be faster and fresher

When it comes to buying fresh fruit and vegetables, how has consumer behaviour changed in the past few months? As marketing manager of South Tyrolean company Vog, Europe’s largest apple producer, Hannes Tauber spends much of his time researching consumer purchasing patterns in order to understand what’s going on in the market, finding out what consumers want and identifying where the next commercial opportunities might lie.

In the latest episode of Fruitnet's interview show Fruitbox, Hannes discusses how the recent coronavirus crisis has changed the way people shop and reshaped their attitudes to products like apples. He also explains how fruit and veg brand marketers must react in order to preserve their close links with those consumers, offering some examples of what Vog has done with its own brand Marlene.

Hosted by Chris White in London, Fruitbox now attracts a big audience across the global fruit and vegetable business that tunes in twice a week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Fruitbox 14 – How to keep up with consumer trends

Labelling Natoora as the world’s first vertically integrated global greengrocer might not be completely accurate, but for founder and CEO Franco Fubini it’s a description that is not completely wide of the mark.

“We’re not massive fans of the word greengrocer, but I think you’re right,” says Franco Fubini. “We’re trying to build a company that can deliver through very unique and transparent supply chains a level of trust and confidence to consumers around the quality of the fresh produce that they buy, both in terms of flavour and in terms of nutritional density. We feel there is the opportunity and scale to do this across the world.”

In the past decade and a half, Fubini and his colleagues have taken what began as an online farmers market and transformed it into a producer, importer, supplier, distributor, retailer and brand marketer – in short, a vertically integrated fresh produce company that aims to bring its diversity of range, quality and flavour to customers and consumers wherever they need it.

Focusing exclusively on provenance and seasonality, Natoora’s raison d’être has always been to source seasonal products and deliver them to consumers via sustainable supply chains. Staying true to that ethos, the group has been able to carve itself a niche at the very top end of the market. “It fits a growing need,” Fubini explains during his conversation with Fruitbox host Chris White. “There’s a consumer out there that is looking for something of higher flavour, particularly when it comes to fruits.”

The success of that approach over the past decade and a half has seen the company set up operations in New York, Paris, Barcelona, Los Angeles and London, where it has five of its own upmarket greengrocer outlets. Now there is talk of further expansion for the firm in places like Tokyo too. Plus, it has also managed to convince retailers like Waitrose, Whole Foods and Ocado to stock its branded products. No mean feat for a fresh produce company with its origins firmly rooted in the wholesale trade.

Hosted by Chris White in London, Fruitbox now attracts a big audience across the global fruit and vegetable business that tunes every week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Read the latest fresh produce industry news at www.fruitnet.com

45 · Franco Fubini, Natoora

Despite its name, InFarm’s roots are very much in the market. In February 2021, the Berlin-based urban farming startup announced the creation of new growing centres to supply fresh produce to the likes of Edeka, Lidl and Kaufland.

Starting in Germany and extending very soon to the UK, Netherlands, France, Switzerland, US and Canada, the move represents a step change in its operations, scaling up a business model that until now has focused on smaller, plug-and-grow units within retail stores themselves.

Now, as demand for locally grown produce continues to rise, the company is preparing go beyond the 1,500 in-store farms already installed and ramp up production wherever the market demands it.

And with total venture capital funding of more than US$400m to date, it’s certainly shaping up to be one of the world’s most hotly tipped vertical growing startups.

“We are not building farms,” explains InFarm’s vice-president of corporate sales Daniel Kats, speaking on the latest episode of Fruitbox. “We’re taking facilities and deploying models inside. Those automated towers can then grow by demand. If the retailer has more demand, we just add one or two or ten more towers.”

Why now? “The population is growing, the demand keeps growing, and a lot of food production is needed in many large cities,” says Kats. “Therefore we are pushing the button now and starting to grow.”

Now operating in ten countries, and set to launch in Japan this year, the company is also venturing into new products. As a result, it’s ready to become a major supplier in its own right, rather than simply enabling retailers to grow a limited number of items in stores.

“We are growing much more variety and assortment,” Kats adds. “We started with a lot of leafy greens, herbs, lettuces, mixed salads, microgreens, and now we’re doing the first steps into tomatoes, mushrooms, chillies, strawberries in the future, which require naturally much bigger spaces to grow centrally and distribute to the supermarkets.”

Hosted by Chris White in London, Fruitbox attracts a big audience across the global fruit and vegetable business that tunes in every week to hear exclusive interviews and expert analysis.

Produced by Fruitnet Media International, the show is essential listening for everyone in the fresh produce industry.

To find out how you can tell your story on Fruitbox, email chris@fruitnet.com.

To learn about sponsorship and advertising opportunities, email advertising@fruitnet.com.

Read the latest fresh produce industry news at www.fruitnet.com

56 · Daniel Kats, InFarm

Discussion, analysis and insight from Fruitnet, the leading source of news and analysis for the global fresh produce business.

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