“AI permeates the entire business”

Being at the forefront means understanding and utilising AI

From the outset, it was clear that, in order to be a frontrunner today, it is not enough to merely understand AI; one must also proactively leverage it. 'AI is a game changer with a significant impact on production, quality control, logistics and retail,' said David Ruetz, Senior Vice President of Messe Berlin. “The industry is at a decisive turning point,” he added. This is precisely why the trade show is so important as a platform for innovation and exchange this year.

Labour shortage as the strongest accelerator

‘AI is already permeating and reshaping the entire business,’ explains Mike Knowles, managing director of Fruitnet Europe and author of the FRUIT LOGISTICA Trend Report 2026. This is evident throughout the entire value chain, from smart greenhouses and predictive harvest models to autonomous robotics, logistics optimisation, shelf life management, and sales forecasting. These are not just theoretical concepts, but technologies that are already being used in the industry on an almost daily basis.

Knowles believes that labour shortages are the main driver of automation. At the same time, sustainability and cost efficiency are becoming increasingly important. The pressure is real and growing.

Where AI is already making the biggest difference

“AI is currently having the greatest impact on smart production and quality control,” says Knowles, summarising the findings of the FRUIT LOGISTICA Trend Report 2026. He identifies particular potential in using AI for detailed forecasting. Which products will be in demand in retail, and when and in what quantities? According to the expert, predictability and plannability are crucial.

However, a lack of system compatibility continues to hinder progress. Many solutions work alongside each other rather than with each other. Knowles believes that one of the most exciting questions for the future is how much human expertise will continue to be required, and whether value-added chains can be fully automated.

Evaluating data efficiently: No success without a clean basis

During the subsequent discussion, which was moderated by Chris White of Fruitnet Media, three experts from leading companies took a much more cautious stance. They emphasised that without reliable data, AI is merely a promise and not a solution.

Bradford Warner, Global Head of Digital & Data at AgroFresh, highlighted specific challenges related to data collection and usage, particularly in the context of predictive harvest models. 'The data must be clean, consistent and compatible with data from other countries,' he said. AI will only have a noticeable effect on quality, profitability, sustainability and customer acceptance when it delivers reliable and accurate results. However, this would open up enormous opportunities for companies, enabling them to make predictions like never before regarding ripeness and shelf life, for example.

Quality control as a test

Elad Mardix, the Chief Executive Officer and co-founder of Clarifresh, describes the challenges of operating in this market. Customer tolerance for error is low, partly because many previous technologies have failed when scaled up. “The benefits must be tangible; otherwise, it is difficult to convince decision-makers,” he says.

Clarifresh aims to use AI to significantly improve quality control, achieving much greater accuracy and eliminating the inconsistency inherent in human assessments. While humans achieve an accuracy rate of around 80 per cent, AI could potentially reach 99.5 per cent in the future. According to Mardix, this would result in around a quarter fewer complaints in the retail sector. The ultimate goal is to remove humans from the control process entirely.

Man and machine: rivals or dream team?

Wouter Kuiper, the Chief Executive Officer of Kubo Greenhouse Projects, takes a different approach. For him, the key is not replacing humans, but combining experience with technology. He believes that interaction between experienced producers with a feel for harvesting and intuition and AI is crucial for successful greenhouse cultivation. According to Kuiper, artificial intelligence can analyse large data sets to recognise subtle details, anticipate scenarios and identify risks at an early stage.

Kuiper emphasises that companies that embrace progress and continue to develop will gain a competitive advantage from AI, regardless of their size. Smaller producers in particular could benefit.

Cooperation determines the success of the industry

Above all else, one thing became clear: technology alone is not enough. Success will depend on our willingness to share knowledge, learn from each other and establish common standards.

As David Ruetz from Messe Berlin said, “The future will be determined by how innovative we are and how we work together.” Only then can we hope to achieve greater efficiency and sustainability through AI and automation.

Further information

The FRUIT LOGISTICA Trend Report 2026 illustrates how artificial intelligence (AI) and automation are transforming the global fruit and vegetable supply chain, offering greater efficiency in production, more precise quality control, improved forecasting and optimised logistics, as well as reducing waste and resource consumption. The report highlights practical applications such as smart greenhouses, predictive harvest models, and AI-supported quality assessment and logistics optimisation. The report also demonstrates the potential of autonomous systems, non-destructive quality analysis, and modern cold chain management. Free download: FRUIT LOGISTICA Trend Report 2026.