By dedicating an award to the tech sector, Fruit Logistica can shine an even brighter spotlight on an area of the industry that goes under the radar
The Fruit Logistica Innovation Award is always one of the highlights of the week in Berlin, and its importance to the nominees should not be underestimated.
Just look at the reaction among those who represented the 2023 winner – Rijk Zwaan for its Tatayoyo sweet pepper – when the result was announced at last year’s event. There was much cheering, fist pumping, and some rather eye-catching suits as the team picked up their prize.
As has often been the case throughout the lifespan of the award, an innovative, exciting fresh product had won the day. And it is easy to understand why these new fruits and vegetables regularly come out on top. They are the focal point of the industry, after all.
But there is so much more to the business than just the end product, which is why I am delighted to see the introduction of a new, separate category this year, FLIA Technology. By dedicating an award to the tech sector, Fruit Logistica can shine an even brighter spotlight on creativity and craftsmanship in an area of the industry that perhaps goes under the radar at times.
It is important to remember that, while the glamour may be in the fresh produce, the nuts and bolts – or indeed the sorters, scanners, shelf-life extenders and software – are no less crucial.
No comments yet