Fruit Logistica 2025 Wrap-Up

Fruit Logistica 2025 saw a record 67,500 trade visitors attend as well as 23,500 exhibitor representatives. The event brought AI-driven agriculture to the forefront, alongside emerging technologies and sustainability solutions.

WayBeyond showed up in force again with a 30 sqm booth, where the team hosted customers and partners and spoke to companies from all over the world during the three-day event.

The Farming Forward stage featured key themes around Smart Agriculture and Advanced AgTech and this is where WayBeyond presented on the opening day. Daniel Than engaged the audience with an overview on how growers can use irrigation and climate data to make informed crop management decisions, and demonstrated the benefits for the industry in shifting to digital platforms by using the example of video tapes and DVDs moving to digital streaming on platforms like Netflix!

WayBeyond Customer Success Director Daniel Than, delivers his presentation,Why Growers Should Use Irrigation and Climate Data to Improve Crop Management. 

WayBeyond’s FarmRoad Irrigation module was shortlisted as a finalist for the 2025 Fruit Logistica Innovation Award (FLIA) in the agricultural technology category. Many visitors to the stand showed interest in how the irrigation module could help optimize their water use, and asked about the new Inside Climate Prediction AI-powered irrigation feature. As WayBeyond CEO Darryn Keiller states, “Generic weather forecasts can lead to overwatering or under-watering—our new FarmRoad feature helps growers overcome these challenges.”

The WayBeyond team were kept very busy over the three day. Lotte Bayly and Alberto Arroyo met with many companies from LATAM, North Africa and Europe, and Lotte featured on the Produce Industry Podcast! Daniel and Souheil met with a number of our key customers and also did live demonstrations of the FarmRoad solution to many growers to showcase how it could help their businesses.

The WayBeyond team meeting with customers and other trade visitors at our booth. 

Before returning to their respective countries of Mexico, Morocco and New Zealand, the WayBeyond team reflected on some key industry trends they noticed from the event:

Growers want practical solutions that provide real benefits (with or without AI)

Many tech solutions at Fruit Logistica 2025 were promoting AI, but the ones that truly stood out focused not on the technology itself, but on the real problems they were solving for growers. Whether it was a pest trap using AI data that helps customers gain an accurate understanding of pest population dynamics or WayBeyond’s own AI-driven Inside Climate Prediction which provides growers with more localized and accurate forecasts than generic weather apps.

The move from open field to protecting cropping continues

Driven by climate change and more unpredictable ‘peak’ weather events, growers are transitioning to protected cropping using net houses, tunnels, or greenhouses. This gives them more control over their growing environment and provides options to use more data and tools to drive crop quality and yield.

Water and resource management is becoming increasingly important

With water shortages affecting major crop-producing countries like Morocco and Mexico, growers are looking at how they can best manage their water use for maximum crop yield. An added benefit for any water savings is the corresponding reduction in fertilizer being used through the fertigation systems.

Overall, Fruit Logistica 2025 was an unforgettable experience, and we are already counting down to next year. A huge thank you to everyone who visited our booth and connected with our team. If you would like to keep the conversation going, we would love to hear from you!