The Fruit Logistica 2023, the world's leading trade fair for the fresh fruit and vegetable industry, just wrapped up in Berlin, Germany. As one of the biggest events in the horticulture industry, it's the perfect platform for companies like WayBeyond to showcase its latest products and for attendees to learn about emerging trends and network with industry leaders.

Compared to last year's event, Fruit Logistica 2023 saw an increase in attendance, with over 63,400 visitors from 140 countries, as well as nearly 2,600 exhibitors from 92 countries. This year's theme was "Creating value together," with a focus on sustainable and innovative practices in the industry – a theme very close to WayBeyond’s heart.

Global Sales Director Lotte Bayly comments: “We thought we were busy last year but this year saw almost double the number of attendees. Our stand was visited by a steady stream of growers, partners and technology companies. I was excited to see innovation across all aspects, especially with new varieties, and in technology.”

One of the highlights of this year's event was the launch of several new technologies designed to improve efficiency and sustainability. For example, Koppert Biological Systems showcased its new "NatuGro" system, which uses biological solutions to improve plant health and increase yields, while also reducing the need for chemical fertilizers and pesticides. Another highlight was the introduction of the "TraceabiliT" platform by GS1 Germany, which uses blockchain technology to create a transparent and secure supply chain for fresh produce.

A focus on sustainability

As sustainability was a major focus at Fruit Logistica 2023, many companies showcased their commitment to reducing their environmental impact. For example, BioPak introduced a new range of compostable packaging made from plant-based materials. Another company, Laserfood, showcased a laser labeling system that can reduce packaging waste by directly marking the produce with the product information instead of using stickers.

New exhibitors also made a big impact at Fruit Logistica 2023, with many showcasing innovative and exciting new products. The Israeli company "Eco Wave Power" introduced its new "WaveBoost" technology, which uses the power of ocean waves to generate renewable energy for use in agriculture. Another new exhibitor was the Dutch company "Groasis," which presented its "Waterboxx" system, a technology that captures and stores rainwater, helping to reduce water consumption and increase plant growth.

Unexpected interest from berry producers

It was WayBeyond’s Product Manager Lee Kirsopp’s first time at the event. “Although it was cold in Berlin, we were blessed with sunshine and clear skies for the opening day.” he recalls. “Many of our interactions that day were with growers interested in the taking first steps to digitally transforming their operations. There was a healthy response to our digital agronomy solution as scores of people were attracted to it as a solution to capture better environmental data, being able to see that data visualized, and being able to respond to it.”

He continues: “After launching our Plant Balance Indicator for crop steering, there was a lot of interest and we had numerous conversations with interested parties who wanted a demo. Notably, the primary interest was from berry growers. This was surprising as the existing feature is tailored to suit the needs of tomato growers”, he noted.

Growers not just seeking the right solution

Global Sales Director Lotte Bayly says of the event: “There was a definite consensus amongst technology innovators that interoperability is the only way forward. Solutions that include open APIs and connectors for integration into other systems provide most value to the grower.”

“Growers are always interested in technology that will assist them but growers are also interested in choosing the right technology partner – not one based just on current innovations – but one with dedication to ongoing innovations and a partnering mentality”, she explains. “In short, they are seeking solutions with future scope from a provider who is committed to ongoing product development and evolution.”

Berry producers from every region were well represented at Fruit Logistica this year. Investments in technology are up and there appeared to be a real appetite from producers to look at how they can optimize outcomes and gain insights using technology. 

“It was really great to meet with our existing customers and partners and celebrate successes, and to meet with so many new potential customers.”, says Lotte. “WayBeyond’s solutions are really attractive to the larger enterprise scale growers who operate in regions where either the infrastructure doesn’t allow for full automation or where the sheer size means automation isn’t viable.”

Overall Fruit Logistica 2023 was deemed a success – with attendees and exhibitors alike praising the event's focus on sustainability and innovation. Despite the horticultural industry’s challenges with labor, supply chain, climate, and economic slowdown, the increase in attendance and the emergence of exhibitors from developing markets demonstrates its continued value and significance as a showcase for the horticulture sector. 

“Despite everything that has happened in the past few years and currently, the atmosphere was one of positive outlook for the future.”, concludes Lotte.