Executives in all segments of fresh produce continue to grapple with changes in the industry, including more frequent extreme weather events, high prices impacting suppliers and consumers, an evolving labor pool, and the integration of artificial intelligence, among other trends. Here’s what they’re thinking at the start of 2025 and a look at the months ahead.
The Realm of Advanced Technology
Rob Goldstein, CEO, and Christina Sanchez, manager of risk and compliance at Genpro, Inc. BB #:134068 in Rutherford, NJ, are expecting automation to markedly change the industry this year, for better and worse.
They say areas to watch range from automation across the supply chain, more use of AI such as ChatGPT, and improvements in autonomous trucks.
Travis McLeod, director of operations for Jear Logistics, LLC BB #:280402 in Daniel Island, SC has implemented processes for supply chain visibility. The company collects data and pictures are taken of everything to quickly discover deviations in temperature or other conditions.
He also cites better equipment with smarter, faster, and more integrated temperature monitoring through cloud-based systems as effective tools to ensure quality.
“We need to figure out how to bring all this data in-house in the future with integrated real-time data,” he notes. “The largest customers will require real-time tracking of conditions and location at some point, so the sooner the better, and the more integrated the better.”
“We all talk about AI, but the hype is not unwarranted,” says Tom Stenzel, principal at the Stenzel Group in Alexandria, VA and executive director of the Controlled Environment Agriculture (CEA) Alliance. “The ability to capture and use hundreds of thousands of data points to improve operations will increase productivity and efficiency at every level of the industry.”
“A number of retailers and suppliers are dabbling in AI and advanced analytics,” says Kevin Brooks, chief revenue and marketing officer for Procurant BB #:355257 in Watsonville, CA.
“Ultimately, AI is extremely useful in dealing with complex pattern recognition and the categorization of highly variable data sets like you see across the produce industry. The speed with which you can identify risks and opportunities in that data is an area where AI will undoubtably play a role.”
He sees a number of specific applications. “One area that seems to be getting attention is warehouse management, with long-delayed upgrades and new systems being implemented across a number of retailers. Among our customers, pricing analytics and enhanced supplier collaboration are key areas of focus.” He expects this to include improvements in forecasting and reducing waste.
Darby McGrath, vice president of research and development at the Vineland Research and Innovation Centre in Vineland Station, ON, mentions blockchain as a solution. “Blockchain technology is improving traceability in the supply chain, ensuring food safety and quality while minimizing waste.”
Jin Ju Wilder, vice president of marketing and business development at Vesta Foodservice BB #:125924 in Los Angeles, CA, sees the advent of AI throughout the perishables pipeline, from field to fork.
“AI-driven agriculture is being used to monitor growing conditions, forecast yields more accurately, and optimize water usage, which is crucial as climate conditions fluctuate,” she says. “Supply chain optimization through AI is another area of growth, with better forecasting models to manage inventory and reduce food waste.
“On the customer side, I see a trend toward AI-powered menu planning tools that help chefs make data-driven decisions about what to feature, based on ingredient availability, cost, and sustainability factors,” she adds. “This will help operators navigate the complex balance of cost, quality, and customer expectations.”
Wonderful Citrus is looking to AI-driven data-capture platforms to drive decision-making.
“We’re investing heavily,” says Zak Laffite, president of Wonderful Citrus BB #:115157 in Delano, CA. “We collect information so we can deploy what’s needed, not one ounce more or one ounce less.”
One driving force behind more high-tech tools is FSMA 204, the traceability record-keeping component of the Food Safety Modernization Act, which comes into force in January 2026.
“The biggest challenge most are facing on all sides is how to reduce costs and stay compliant with increasing regulatory demands and consumer expectations,” says Brooks. “FSMA 204 is driving a deeper examination of many retail processes and systems, and many of the old manual processes or first-generation technology in use are becoming a liability.”
This is an excerpt from the cover feature of the January/February 2025 issue of Produce Blueprints magazine. To read the whole issue, click here: https://www.producebluebook.com/#january-february-2025-produce-blueprints/1/
