Press Release
Artificial intelligence is a game changer
In the lead-up to the trade show, the FRUIT LOGISTICA Briefing 2026 showcased the transformative power of AI in the fruit and vegetable industry. According to industry experts, significant opportunities exist to improve efficiency, quality and sustainability.
Prior to the commencement of FRUIT LOGISTICA 2026, a 60-minute session was held in which leading experts discussed the impact of artificial intelligence (AI) and automation on the entire value chain. The FRUIT LOGISTICA briefing, which took place on 20 January, is now available to watch on demand.
FRUIT LOGISTICA Briefing 2026: AI is changing everything – are you ready for it?
‘AI is a game changer that will significantly impact production, quality control, logistics and even retail,’ says David Ruetz, Messe Berlin's Senior Vice President. ‘The industry is at a crucial turning point.’ This is precisely why FRUIT LOGISTICA, an international platform for innovation, knowledge exchange and practical solutions, is more important than ever this year.
AI has long since become part of everyday life in the industry
Mike Knowles, the managing director of Fruitnet Europe and author of the 2026 FRUIT LOGISTICA Trend Report, emphasises the dynamic nature of this development: 'AI is permeating the entire business and reshaping it.' It is no longer a matter of visions of the future or theory, but of technologies that are used every day. The labour shortage and pressure to be more sustainable and cost-efficient are accelerating this change significantly.
“Currently, AI is having the greatest impact on smart production and quality control,” says Knowles, summarising the findings of the trend report. He highlights the particular potential of demand forecasting in the retail sector, explaining that accurate planning reduces losses, optimises the flow of goods and increases profitability and sustainability. The crucial question for the future is whether entire value chains will be able to operate fully automatically.
Data is the key to scaling
The discussion, moderated by Chris White, Chairman of the FRUIT LOGISTICA Advisory Board, also highlighted the challenges, particularly with regard to data quality, scaling up, and acceptance.
Bradford Warner, Global Head of Digital & Data at AgroFresh, believes that the key to a successful AI foundation lies in the database. In predictive harvest models in particular, it is crucial that the data is clean, consistent and compatible across borders. “AI only creates real added value when it delivers reliable, accurate results in terms of quality, profitability and sustainability,” he says. It is only then that acceptance among customers and decision-makers will increase.
Elad Mardix, the Chief Executive Officer and co-founder of Clarifresh, has observed a significant increase in expectations. 'The tolerance for error is very low, partly because many technologies have not been successful on a large scale in the past.' Decision-makers can only be convinced if the benefits are clearly measurable. Clarifresh uses AI for more precise quality control, which is significantly more accurate, objective and consistent than human judgement. The result? Around a quarter fewer complaints in retail. The long-term goal is to remove humans from the control process entirely.
Conversely, Wouter Kuiper, Chief Executive Officer at Kubo Greenhouse Projects, relies on a combination of experience and technology. For him, the key lies in the interplay between human intuition and AI. He explains, “Artificial intelligence can use large data sets to identify the most subtle details, calculate scenarios in advance and highlight risks at a very early stage.” He says that the decisive factor is actively embracing change: those who continue to develop will benefit, regardless of their company's size. AI is therefore not just a topic for large corporations, but a genuine opportunity for smaller producers too.
Trend Report 2026 highlights competitive advantages through AI and automation
The 2026 FRUIT LOGISTICA Trend Report illustrates how artificial intelligence and automation are transforming the global supply chain for fruit and vegetables. These technologies offer the industry greater efficiency in production, more precise quality control, improved forecasting, optimised logistics, and reduced waste and resource consumption. The report highlights practical applications such as smart greenhouses, predictive harvest models, 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.
About FRUIT LOGISTICA
FRUIT LOGISTICA is the leading trade show for the global fresh produce business, covering the entire supply chain from producer to consumer. At FRUIT LOGISTICA 2025, more than 2,600 exhibitors from over 90 countries presented their products, services, and technical solutions. The event was attended by 67,000 buyers and trade visitors from 151 countries. The next FRUIT LOGISTICA will take place in Berlin from 4 to 6 February 2026.
As part of a global network, FRUIT LOGISTICA also has a presence throughout the year. Alongside ASIA FRUIT LOGISTICA and its regional meet-ups in China, Thailand and Peru, as well as the worldwide Fruitnet congresses, it brings together over 3,600 exhibitors and more than 120,000 industry experts each year.
About Messe Berlin
Berlin has been a trade fair destination for 200 years, and has been one of the most important such hubs for many decades. Messe Berlin – the state’s own trade fair company – conceives, markets and organises hundreds of live events every year. It strives to be an outstanding host for visitors at all events, generate optimal business stimuli, and provide fair conditions for everyone. This concept is reflected in the company slogan: Messe Berlin – Hosting the World.