AI is reshaping global fruit supply chains
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Artificial intelligence (AI) and automation are set to fundamentally transform the global fruit and vegetable industry, according to the FRUIT LOGISTICA Briefing 2026 held ahead of the leading international trade fair. Industry experts outlined how AI is already reshaping production, quality management, logistics and retail, offering measurable gains in efficiency, sustainability and profitability.
The 60-minute briefing, streamed live on 20 January and now available on demand, brought together senior executives and technology specialists from across the value chain. Moderated by Chris White, Chair of the FRUIT LOGISTICA Advisory Board, the English-language panel featured Wouter Kuiper, CEO of Kubo Greenhouse Projects; Bradford Warner, Global Head of Digital & Data at AgroFresh; and Elad Mardix, CEO and Co-Founder of Clarifresh.
David Ruetz, Senior Vice President at Messe Berlin, described AI as a decisive turning point for the sector. He emphasized that FRUIT LOGISTICA is becoming increasingly important as a global platform where companies can exchange experiences and identify practical solutions for deploying new technologies across the supply chain.
According to Mike Knowles, Managing Director of Fruitnet Europe and author of the FRUIT LOGISTICA Trend Report 2026, AI is no longer a future concept but part of everyday operations. Labor shortages, rising cost pressure and sustainability requirements are accelerating adoption, particularly in smart production systems and automated quality control. Retail demand forecasting was highlighted as a key application with the potential to reduce food waste while improving margins.
Data quality emerged as a critical success factor. Bradford Warner stressed that reliable, standardized and internationally compatible datasets are essential for predictive harvest models and other AI-driven applications. Without consistent data, scalable deployment and user acceptance remain limited.
Elad Mardix pointed to growing expectations from decision-makers, noting that AI solutions must demonstrate clear, measurable value. Clarifresh uses AI-based quality inspection to deliver more objective and consistent assessments, reportedly reducing retail complaints by around 25 percent.
Wouter Kuiper underlined the importance of combining human expertise with advanced analytics. In his view, AI offers opportunities not only for large corporations but also for smaller producers willing to adapt and invest.
The FRUIT LOGISTICA Trend Report 2026 outlines competitive advantages from AI and automation, including smarter greenhouses, predictive harvest planning, optimized logistics and improved cold-chain management. The next FRUIT LOGISTICA will take place in Berlin from 4 to 6 February 2026, with 102 Egyptian companies among the exhibitors.